By Morgan Nimmons on Jan 8, 2016 3:24:00 PM
Email marketing is not an obsolete tactic that businesses use to pester consumers. In fact, it is an important component that enables companies to be highly personable and have a one-on-one relationship with their contacts. According to HubSpot, leaders in Inbound Marketing, 91% of consumers check their email every day and 64% have made online purchases as a result of a marketing message they received in their email.
Marketing Automation (MA) simplifies email marketing by allowing businesses to send automated emails to their list of contacts. It allows businesses to connect and communicate effectively with their customers by creating marketing campaigns and workflows in order to keep in touch with leads and nurture them through the buyer’s journey.
Marketing Automation provides a structured, convenient and personable way of communicating with consumers. Brands that are leading the way in Marketing Automation software are HubSpot, MailChimp and Marketo, who offer innovative features like detailed analytics and automated workflows for users to track contacts’ activity to provide them with a positive experience.
Let’s take a look at the benefits of utilizing Marketing Automation Software for your business:
1. Easy to Set Up:
Many marketers are not tech savvy so selecting a Marketing Automation software that is user friendly is important when determining which one to incorporate within their marketing strategy. Typically, Marketing Automation platforms are easy-to-use website applications that do not require any installation processes or coding capabilities. Customizing landing pages or designing emails are just as easy as selecting a desired template and inputting the necessary information. Some MA platforms also offer downloadable best practice guides to navigate through the software in order to get the best results.
2. Create Automated Workflows in Marketing Automation:
Automated workflows are customizable actions that occur depending on a prospect’s activity. They are used to nurture the customer on the buyer’s journey. For example, when a customer visits your website and downloads an eBook, they fill out a form and their contact information is collected. Then, the workflow is used to continue offering the prospect relevant information based on information requests.
Segmentation associates with workflows by helping businesses send relevant information at the right time to the right people. By creating segmented lists, they can send personalized emails to their contacts depending where they are in their buyer’s journey.
3. Access to Detailed Analytics:
Knowing the number of website views, clicks and customer leads are just some of the data that are essential for marketers and their employers to keep track of. These actions can tell you whether the titles of your emails resonate well, if the prospect has clicked on an offer and you can also track how your marketing efforts are driving sales.
MailChimp allows users to integrate Google Analytics (if they have an existing account) in order to pass Google data to MailChimp campaigns. HubSpot has its own analytics system that is more comprehensive than Google Analytics by way of not only analyzing website traffic but allowing users to see the specific performances of marketing channels and data on individual contact profiles. The best way to know which methods are and are not working is to utilize best practices. By changing and testing strategies repeatedly you can see what methods deliver the best results.
4. Marketers Are Not Removed From the Equation:
Fortunately for Marketers, Marketing Automation doesn’t render them useless. In fact, it makes their job easier and more beneficial to a business. Marketers work with Marketing Automation software in order to produce a better marketing strategy. Marketing Automation software enables marketers to bring in the leads that their sales team wants. Both marketing and sales should communicate with each other in order to synchronize their goals. Marketers need to make sure their email campaigns and the prospects they generate from their efforts create better qualified leads. These leads can then be handed over to sales, who in turn close more opportunities.
Marketing Automation in a Nutshell
Marketing Automation is an excellent tool that helps businesses have better leads and healthier engagement among prospects and customers. Although, Marketing Automation will not do all the work for businesses, it enables them to identify what information to send prospects and leads, develop workflows to guide them on the buyer’s journey based on their activity, stay in touch with leads and current customers and analyze data to see what is working. Marketing Automation is just one of many ways that businesses can use to advance their marketing approaches.