Seven Email Marketing Automation Features You Should Consider to Drive Better Results
Thinking of Amping up Your Email Marketing Strategies? Here’s What You Need to Know
Changing market trends and booming businesses globally have paved ways to newer, smarter and effective methods to showcase every product’s appeal. The current enterprising epoch inclines towards digitizing their business; marketing occupying a major chunk of their digital roadmap. Email marketing is one such sliver of the entire pie of this brave new world of digital marketing.
“Email has an ability many channels don’t: creating valuable, personal touches – at scale.”
– David Newman
Here are the key features you should look for in email marketing platforms before investing in them –
Seven pillars to sustain Email Marketing Automation
Any marketing initiative, especially for an organization that is only just starting carries with it, high stakes and hopes. Such initiatives are responsible to dictate the future for many enterprises. By following these seven features to be incorporated into an email marketing campaign, the success chances for the campaign are potentially very high.
64% of people prefer text rich emails. After finalizing your targeted audience list, an email copy needs to be created that is rich in content and praises product attributes. Since the recipient is interested in a product like this, it will arouse curiosity ultimately transforming into a strong prospective client. Leads are the biggest asset that product and service companies have and converting them into happy customers should be the main priority for organizations.
Lead handling can be arduous if done manually. Automating lead generation saves a lot of time and energy for marketers allowing them to undertake other tasks. Handing over the best possible leads to their aligned sales teams or getting in touch with leads that are cooling off are usually critical but overlooked tasks that can generate more business.
Hence company emails should be automated to precisely capture leads and process them in the interest of the organization. There are many platforms where email automation can be set up to requirement. Companies who are willing to automate email should do some amount of research to understand which email automation components suit them the best.
Email sequence management
Every client engagement attempt is never going to be the same. Email content needs to change depending on who is receiving it. Workflow management for shuffling content becomes a nightmare if performed manually. It further worsens if organizations don’t have enough staff to encapsulate the entire bandwidth of this activity. Add to that the burden of client locations, preferences, and time-zones.
As the backlog of reaching out to clients grows, potential client lists in your database start going in the backburner adding up to a marketing impasse. The beauty of automating this side of email is that it simplifies an otherwise complex task of drafting an email from scratch. Sending client specific product brief(s) becomes a breeze.
2018 is going to be all about customizing the email marketing sphere and companies need to get this right in order to keep up with the competition. Hence, workflow management has to be up to the mark and business friendly.
51% of companies have implemented Marketing Automation with more than half (58%) of B2B companies expected to adapt to this technology.
A huge part of amplifying client experience is telling them loudly that ‘we care.’ Organizations cannot speak with every client personally. Hence, an email template is the best substitute to do so. Templates allow personalizing product content to a heavy extent. Product briefs, loyalty pitches, and increasing brand awareness can be done with a lot of panache via templates.
Other than the ‘customer care quotient’, templates also add life to a conventionally black and white piece of electronic mail. A template that associates itself with the principle of the organization that is sending it out, adds value in manifolds towards brand awareness and brand recognition. Think of it as a mascot! Readers associate the email with a brand they love.
Template automation platforms come pre-loaded with a plethora of template options. Templates can also be customized. 61 percent of consumers enjoy receiving promotional emails weekly. 38 percent would like emails to come even more frequently. Hence a good looking email guarantees to magnify your brand value.
The email swarm
A client database is always built around market research. These databases are huge and are based on the fact that these lists of consumers were interested in a product; this product is similar to your enterprise’s offerings.
Sending an email to thousands of people manually that may be interested in your product is frankly, impossible. Targeting such a huge list, marketing emails going to them should have the feature of bulk sending. It’s the easiest and the most effective way to send your message across.
The average email marketing ROI is 122%, four times higher than any other digital marketing techniques.
Unlimited email lists
LinkedIn, inbound leads, business contacts, twitter, conference stakeholders, personal network et al. are just a few places where tremendous amounts of leads can come in. Again going by the aforementioned principle of providing a customized experience for each group of target audiences, segregating the same is important to reach out differently to a different group.
This arrangement is also essential because as a marketer, your company would be generating various styles of original content to be sent to its network. So imagine the task of unchecking each box of the receiver to whom this email should not go to. Automating bulk email comes pre-loaded with a ‘distributed lists’ feature wherein a set of people can be compiled in a list and content sending can be streamlined accordingly.
This feature is very basic but is essential to make the email marketing campaign seamless and successful. Distribution lists should be an integrated component of bulk emailing with a simple and easy to use GUI.
Click-throughs are 100.95% higher in segmented email campaigns than non-segmented campaigns.
So it’s all amazing! You customize a message, put amazing graphics while your content is on par with client requirement. You package it in the best possible template to the right people and voila, send it!
Do you get to know — ‘What exactly happened to that email?’
As an organization, it is your duty to know exactly, the statistics behind the journey of your email. The best part, now this can be automated as well. Email marketing automation now possesses the capabilities to monitor if the recipient clicked on the email coupled with the rate of response which eventually helps you as an organization to conclude if the email campaign was or was not successful.
The combination of metrics available to track emails is vast. Hence in order to keep a simplistic approach, it is suggestive that tracking of emails is solely dependent on the enterprise’s business objectives.
Email marketing is set to become a three billion dollar business in the U.S.A by 2019. This massive surge in funding is proof that currently, email marketing is the biggest boon for enterprises.
Seamless Integration with Third-Party Software
Email automation suite that an enterprise chooses for its marketing should have the ability to integrate with third-party software. This is so because a third-party software may be successful in resolving an existing roadblock.
This arrangement is also essential so that these software(s) introduce a window of opportunity if the marketing think tank of that organization wants to implement a brand new idea.
Most third-party integration software pieces are inexpensive if not free. Also, Integrations retain users, nearly 50% better in fact.
Migrating to a healthier email automation eco-system
49% of companies globally have already leveraged marketing automation in order to guarantee business success.
Evidently, a shift to automating email has become the need of the hour. Organizations are understanding this and dynamically absorbing automation.
This mass movement is a huge boost to marketing initiatives, especially email marketing. Automating marketing is a must now because enterprises need speed, scale, and buyer volume to sell products.
Over the years though, this transition has portrayed potential flaws which may be catastrophic to business value. The two mistakes that organizations typically make with email marketing are—
Companies continue to send emails to potential buyers even though they have chosen to opt out. Marketers may not even be aware of its occurrence, but it happens due to uncalibrated automation. The result? Severe drop in brand value! Also, the uphill task of gaining customer loyalty back.
Campaigns are notoriously famous to appear as scams due to bad email automation. Audience response is that of detest subsequently causing a fall in company reputation. Worst case scenarios are proof that enterprises have been sued due to spam emails.
The only solution is that of marketer vigil. There is an array of tools made available to constantly track all dimensions of email campaigning.
Embedding next level technologies should ensure that a company benefits from it. A foolproof email marketing campaign is only possible when the human mind and technology work hand in hand.
Recommended Read: Personalizing Email Marketing Is The Key to Success In 2018