Whatever happened to the days when email marketing consisted of a generic, single message sent to thousands of email recipients resulted in previously unheard-of response rates?
Well, we – as consumers – became harder to please because we were being increasingly bombarded with irrelevant offers overcrowding our inboxes. In turn this forced us – as marketers – to become smarter in the way we communicate with our subscribers to cut through the noise.
Don’t get us wrong. To some extent, ‘batch & blast’ can still have its place in your digital strategy. company newsletters, new product launches, rebrand announcements (and so on) can – and should – go out to your broader database. There is nothing wrong with that.
However, when it comes to communicating directly to our customers and prospects about their personal journey with us, we need to be holding 1 on 1 personalised conversations. And the only way these 1 on 1 conversations can happen on a large scale is with the help of marketing automation technology.
The whitepaper that you can freely obtain from the link at the end of this article will help you move beyond ‘batch & blast’ email marketing and into marketing automation to enjoy its many benefits:
- Improve your marketing ROI
- Streamline your sales and marketing effort
- Spend less time creating campaigns and more time creating better response rates
- Improve customer engagement
- Increase conversion rates
- More productive sales teams, less busy marketing teams
- A whole new fully personalised and optimised marketing channel
- Tools that are quick and easy to use
Making the switch to automation
Those marketers who have reacted to this change in consumer email behaviour by sending more relevant, intelligent, targeted – and automated – communications are already reaping the rewards.
Some brands have reported extraordinary results and improvements in campaign performance. From B2C retailers reporting click rate uplifts of 61% and conversion gains of 21% to B2B publishers seeing an average of 800% click uplift across multi-touch programmes, intelligent, automated marketing techniques have really started to make their mark.
So, by now, ‘batch and blast’ should – in the main – be a thing of the past, right? Not so. Less than a third of marketers are running multichannel triggers, less than a quarter employ advanced segmentation and less than a fifth run timed email content across a sales cycle. So why exactly are so many marketers not adopting this more advanced, proven approach?
For many brands, the transition from a standard email programme to a fully dynamic, automated one can be daunting. This is because optimisation and automation is much more involved than more traditional ‘batch and blast’ campaigns with many extra dimensions to consider. Lists, systems, processes, suppliers… it can get a little overwhelming.
So, the whitepaper will try to help you get onto the path towards automation by taking it step-by-step, bit by bit. For your copy follow the link below: