If you thought email marketing sounded great, you’ll be happy to hear that marketing automation takes it to the next level.
Rather than rely purely on simple calendar dates, you can set email marketing parameters that pinpoint the best times to reach out to an individual who is just beginning to interact with your business.
For example, after their initial introductory email, they might receive an offer exclusively for new subscribers.
After a few months, they might be offered a loyalty discount instead.
You can also set email triggers based on consumer behaviorsbehaviours, such as a certain number of visits to your website within a given time frame – or, more commonly, after a certain number of days with no contact between them and your brand.
This is called an email drip campaign, and it ensures that your pre-written emails are sent out at optimized times proven to keep as many of your recipients moving closer to conversion as possible.
You can pull off even more complex marketing techniques using sales process mapping, which involves laying out all the potential opportunities to turn an interested onlooker into a paying customer in an executable sequence.
For example, if someone visits your website but does not enter their email address, what could you have done to prompt that action from them? If they do connect with you via email, could you draw them closer to your brand with content?
What can you do to get a purchase from someone who has signed up for your email program, seems to enjoy your content, but still rarely buys from you? Any of these people could potentially bring you additional revenue, but without some proactive motions from your business, they are likely to lose interest. The act of reaching out to them is called lead nurturing, and it can make a significant difference to your total sales.
Once you know what direction you want to take in each case, you can instruct your automated marketing system to handle each of these situations. It can choose the appropriate response from the pre-selected options you’ve given it (standard email, special discounts, and even free trial offers are all common) and contact each individual at the appropriate time without ever needing any dedicated human oversight.
Once everything is set up, it’s time to wait for the results and see how well your current tactics are working. The best marketers will then continue to refine their approach to reach even higher conversion rates, growing your business with a unique fusion of technological power and human expertise.
Marketing automation is an excellent investment that can help drive the results your business needs; all you need to implement them is a little professional guidance. If you’re interested in reaching out to your potential customers this way, contact us to hear more about how we can help you with email marketing automation that truly benefits your business.