Marketing automation is a must for email marketing. It leads to better targeting, more engagement and quicker conversions, and can save your company valuable time and money. Knowing this, who wouldn’t want to jump in with both feet? Before you do, make sure to have defined goals and a well-considered strategy in place in order to get the most bang for your automation buck. Here are a few top strategies to consider before you move forward with email marketing automation.
Lead Nurturing
First, you’ll want to put together a diagram that identifies your buyers’ journey, triggers along said journey, content gaps along the way, and sales and marketing responsibilities to nurture leads. Create and review this diagram with both your sales and marketing teams.
Drip Campaigns
A drip campaign consists of targeted emails sent at regular intervals or triggered by specific user actions in order to welcome prospects and nurture leads. It can help you stay in regular contact with prospective clients while delivering targeted content. However, triggering the delivery of relevant emails relies on the right rules for automatically sending content related to leads’ specific activities. Be sure to track lead activity and create respective lead nurturing campaigns that respond accurately to lead behavior and demographics. In addition, you’ll want to measure engagement with your campaign so that you’ll know when a lead has moved down the buyer’s journey far enough to approach directly.
Dynamic Content
Use dynamic content as part of your drip campaigns to be sure you’re sending relevant content to leads at the right time. You can create a personalized experience for your subscribers by delivering customized content that reflects their behavior and history with your company. For example, you might want to vary your call to action based on the subscriber’s title. Or perhaps you include special offers based on geographical location or past purchases.
Segmentation
Many marketing automation tools offer smart segmentation to help you deliver highly targeted messaging. You’ll create segmentation rules that automatically build lists based on the criteria you choose. Don’t forget to use these tools with existing customers as well as prospects to keep nurturing customers beyond conversion.
Monitor Performance
Use your tool’s automated reports to track how your email campaigns are performing. This tactic will be important as you optimize future campaigns and as you illustrate how automated email is directly contributing to achieving your business goals.
Remember, the strategies you choose ought to depend on your goals and your industry. What works for one company won’t necessarily work for another. Hone these strategies to your business to make them work for you.
Ready to craft compelling emails for your prospects? Get in touch with Filament for help creating relevant content tailored to your target audience.
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