How to Cut Costs of Email Marketing With Automation

How to Cut Costs of Email Marketing With AutomationDespite the rise in social media, email is still one of the most powerful marketing tools. Even as the popularity of social media marketing continues to grow, email marketing is still one of the most effective methods of marketing communications for many businesses.

A recent article 5 Reasons Email Marketing Crushes Social Media by KISSmetrics supports this premise by stating, “email has nearly three times as many user accounts as Facebook and Twitter combined”, and that “Facebook and Twitter combined make up just 0.2% of the number of emails sent each day”. Those are fairly significant and convincing facts.

In light of this, we’re going to discuss how you can cut costs and improve efficiency of email marketing for companies using popular email platforms like MailChimp and HubSpot

Synchronize Marketing Lists and Unsubscribes              

Email marketing products like MailChimp and HubSpot can provide businesses with superb ROI and are generally one of the main lead generation tools. In fact, this activity is so fundamental to businesses that many don’t question the costly employee-intensive process of list management and unsubscribe updates.

With legal requirements specify that organizations must provide a clear email unsubscribe option, most email solutions have this feature built in. The trouble is many businesses run both an email marketing solution and a CRM/ERP solution (Infor CRM, Sage CRM, SAP Business One) in tandem, which results in having to manually update and synchronize unsubscribe data in multiple systems.

Using TaskCentre integration capabilities, it is possible to automatically synchronize unsubscribe data between your email package and your CRM/ERP application, thereby eliminating this tedious and non-productive manual task.

Email Marketing Customized to Your Business Rules

From time to time, businesses may need to run ‘unplanned’ email campaigns. Factors such as slow moving stock or pressures to cross sell/up sell more products can all mean that more email campaigns need to be processed by the marketing team. Yet, finding the time to run these unplanned campaigns can be difficult.

In this case, TaskCentre can automatically create and send email campaigns via a chosen solution based on defined data events, such as slow moving stock or a topical date. It will also automatically update the CRM/ERP application with the results without any manual intervention or rekeying of data.

Automating Campaign Report Distribution

Once a campaign has been distributed, most businesses run open and click reports which are then sent to the sales team for them to update the CRM/ERP system and set up follow-up activities. Again, this is usually a manual and time-consuming process which results in more administrative time and cost for the company to absorb.

TaskCentre can streamline this process by automatically extracting the reports and updating any CRM/ERP system, allowing the sales team to focus on the primary objective of sales.

Automating Email Verification and List Quality

Successful email marketing is largely dependent upon on the strength of your email lists. Email data that was once reliable and effective can decay over time due to staff departures, domain name changes, and other factors. One of the critical ways to improve data hygiene is by verifying and removing bad email addresses with email list verification software.

By integrating email list verification software with your CRM/ERP system, it is possible to remove the manual process of email validation, improve the quality of email records and enhance email campaign delivery rates.

TaskCentre can automatically extract email data from both your systems, send it to one of many email list verification solutions for validation, and identify which email records are good, bad or require further investigation.

Many companies rely on employees to manually process any bad emails which can be time-consuming and often moved to the “back burner” as a low priority task. TaskCentre can automatically identify the problem emails returned by the solution, update the CRM/ERP system, and set activities for users to call the account. 

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Guest Post by Stuart Tarrant, Head of Communications at Orbis Software Ltd.

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