Why Successful Companies Are Automating Their Email (and Why You Should Too)

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Why Successful Companies Are Automating Their Email (and Why You Should Too)

Great businesses work smart. So, how do you start doing more but reducing the time you spend doing it? The answer is simple – automation.

Let’s start with the facts. Marketing automation works. This type of business strategy reduces overhead costs and helps increase sales productivity by 14.5% according to recent studies. If you want to see success within your business, here’s what you need to automate (and how). Why successful companies are automating their email ( and why you should too).

The Advantages of Email and Marketing Automation

The numbers don’t lie – marketing automation has been a proven way to increase ROI and has played a significant role in business’ growth. How can this strategy specifically help a business? Let’s take a look at some of these strategies:

#1 – Generate Better Quality Leads

Lead generation is a crucial step for a business to thrive.

In between marketing and sales, there are a lot of steps that take place, and automating these steps allow business owners to focus on other important aspects of their business – including nurturing leads.

With that in mind, you can expect that you’ll be able to generate better quality leads, which converts to sales really well.

Marketing automation also allows business owners to understand their customers’ behaviour. This gives them detailed insights on what a potential customer does, what they like, and what they dislike.

Using this behavioural pattern, you can follow your visitor’s path whenever they visit your website. Just as you can ask for a referral, you can ask for information.

Small business analysts at Max Funding say, “marketing has to be data-driven.” They recommend, “use multiple touchpoints to gather data. The more data you have, the more you can segment, personalise and automate your email campaigns.”

Take advantage of newsletter sign-ups to secure more information, as well as Facebook surveys and even good old fashioned face to face communication. The more you know, the more your business can grow.”

With the data that you have, you can take advantage of marketing automation, and with the right tools, you and your marketing team understand these insights including their interests, including their purchasing behaviour.

Additionally, you can create more effective follow-ups until your leads are then ready to speak with a salesperson.

Based on the insights that you’ ll/ be collecting from your visitors, you can then assess their website visits including downloads, direct marketing, and social media activity. Use this data to score and qualify and prioritise your leads.

Doing this allows you to conduct broader marketing campaigns such as:

✓ Marketing messages that are triggered depending on their actions.

✓ Drip-feed email marketing campaigns to keep their interest, and to remind them of your company.

✓ Personalised email campaigns.

✓ Direct Twitter or Facebook messages.

✓ Nurturing leads

Nurturing and guiding leads can take a lot of your time, but it’s worth it in the end, especially when it ends up in a sale.

However, you have to understand that you can’t expect all of your leads to end up being a sale.  But keeping in touch and constantly following up on these leads may be quite difficult, costing you conversions.

This is where email and marketing automation takes place.

#2 – Creating Personalised Content

One secret to nurturing leads is by ensuring that you deliver personalised content. Your leads are looking for unique content that is specifically targeted to them and their needs.

With the help of marketing automation and with the right tools, you can simplify the process to ensure that you get the right type of content, to the right person, delivered at the right time.

These tools also help you gather data such as the types of emails that they are most likely to open, the type of social media channels they’re using most often and what kinds of actions and content are most likely to get them to click and convert? Will mobile messages get them to buy?

All of these insights and questions can be answered with the help of automated data capture.

You can also use this data in determining which leads are qualified before they’re transferred from the marketing team to the sales team.

With that in mind, you can separate those leads so you can score and grade them with the help of a marketing automation system that will trigger the right campaign to be sent so that they can also be routed to the right salesperson.

#3 Make Sure That Your Marketing and Sales Team Are on the Same Page

A good collaboration between your sales and marketing team must be achieved to see lasting results.

Take advantage of technology – with the right marketing tactics, and by efficiently coordinating with the right sales team, you can create an effective sales and marketing approach that works for your business.

When two departments aren’t properly coordinated, it doesn’t mean that one department lacks than the other. It just simply means that the process they are following isn’t updated, and maybe using old structures. You can avoid all of these and make these two departments work side by side.

Fortunately, these problems can be avoided with the help of marketing automation platforms which helps both departments improve the quality of leads they’ve generated, which then results in increased revenue.

#4 – Better Data Insights

The majority of individuals have been talking about “big data”, but only a few individuals and business owners are aware of how to fully utilise this.

With the help of marketing automation, you can collect valuable intelligence and be able to learn what to do with this data for your business’ needs.

Considering the marketing automation and their corresponding platforms have been proven effective in measuring campaigns, you can expect to see all of the data from a single platform to measure campaigns and understand customer behaviour.

Sarah Miller

Sarah writes about her personal journey, learning, life optimisation and her passions. For more thoughts and ideas, you can connect with Sarah on Twitter

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