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5 Essential Ways AI is Enhancing Lead Generation

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If you’ve been imagining that artificial intelligence is sci-fi, you are wrong. Artificial intelligence is now a part of our day-to-day lives and it’s an ideal opportunity to utilize the numerous AI lead generation tools in your business.

Yet, dissimilar to other tech drifts that flame out throughout the long term, it’s safe to state artificial intelligence (A.I.) and machine learning are certainly not a passing trend. The tech’s now worked its way into virtually all aspects of present-day business, including marketing and advertising. In this way, it’s nothing unexpected that progressions in AI could revolutionize the lead generation process.

Artificial intelligence dominates at extricating insights about leads from your marketing and sales data. Some AI-powered tools utilize that information to disclose to you more about your prospects and customers. Others use it to discover new prospects or prescribe which existing leads to seek next.

McKinsey predicts $2.6 trillion in business value will be explored in the coming years in marketing and sales. That implies marketers who deploy AI have the ability to accelerate their companies and careers by building an upper hand with this innovation—particularly with regards to lead generation and conversion.

Conversational chatbots

Conversational chatbots likewise learn from each new interaction to improve their performance persistently. Chatbots can answer different client inquiries all at once without getting exhausted. Smart chatbots utilize NLP to address questions logically by driving prospects to FAQs or interfacing them to human agents whenever required.

Numerous organizations use chatbots for lead prospecting. By posing a bunch of pre-programmed questions, a chatbot can decide if a prospect is interested in your product or not before passing them on to a sales agent. Chatbots can begin pro-active conversations with customers to control them around your site or propose things for upselling depending on their browsing history.

Lead Validation

Lead validation is an essential step in the lead generation process. Like lead scoring, lead validation audits all potential leads coming in through form fills and phone calls and isolates them by sales leads and non-sales leads.

Prospective customers are bound to convert  into clients and ordinarily submit real data or requests through forms or calls. Then again, non-prospective customers will in general send spam, sales, and other unimportant material.

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To eliminate time spent sorting such data, a few advertisers utilize AI as a part of their lead validation team. AI programs can rapidly analyze submitted information, similar to names and telephone numbers, and compare it with publicly accessible sources or internal datasets. In light of the discoveries, leads are then arranged into one of the two classes.

Automated Email Campaigns

AI-enabled frameworks can be utilized to set up automated email campaigns driven by customer information and behavior. Such innovation utilizes order history, user interest, and browsing behaviors to make and send automated emails on the event of pre-decided trigger occasions –, for example, a client signing up for a membership, unsubscribing from your newsletter, or cart abandonment.

Automated email campaigns are likewise known to have a higher open rate because of optimized titles and content, and accurate mailing times when clients are bound to check their mails

Improve Sales Pipeline Quality

Artificial intelligence can likewise assist you with improving the overall quality of your pipeline. Because of its predictive power, it can tell your advertising and sales pro which actions work best and shed light on the best strategies for selling more.

This results in a more proficient and powerful sales and marketing pipeline, which means increased income and decreased expenses for your company. Gong.io is one solution that utilizes AI to do this. The company utilizes AI to analyze sales conversations and reveal precisely what pushes your pipeline ahead.

Personalized Experiences

Studies have demonstrated that sites and businesses which offer their customers customized and charming experiences will in general have more loyal clients. Keeping customers faithful to your brand goes hand in hand with the experience that they get when they interact with you. Artificial intelligence tools like chatbots and machine learning prediction algorithms furnish clients with an exclusively customized UI. These prediction algorithms otherwise called recommendation algorithms give recommendations to potential leads dependent on browsing patterns much the same as Netflix prescribes what to watch dependent on your viewing history.

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EMAIL MARKETING

What Not to do in Email Marketing

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What Not to do in Email Marketing

Email marketing is one of the best ways to speak directly to your audience. You can build a relationship with them and create loyal customers. It is also a great way to generate traffic to your website, increase leads, and execute large campaigns.

With all of the benefits that your company can gain from email marketing, it’s no wonder that 64% of small businesses engage in email marketing. However, there are still a few important things to keep in mind. In order to be successful, you should avoid these 4 mistakes explained by 97 Switch when preparing an email marketing campaign.

Talk About Yourself

Many companies fall into the trap of only talking about themselves. They assume that since their audience signed up for emails, they want to hear all about the company and the sales. While marketing your products or services is important to do sometimes, your audience is still looking for value.

Failing to foster a relationship with them by being too sales-y will lead to unsubscribers and a loss of potential customers.

Instead, it’s important to give the audience something in return for their loyalty. Exclusive deals and sales codes are appreciated, but they also want to see educational or entertaining content in their inbox.

One way to do this is by creating content such as “you asked, we delivered” or “your questions answered” to show that you care about your customers and the feedback they give you, and it builds trust.

It’s also important to speak your audience’s language. Sometimes, companies get too caught up in trying to sound professional and impressive and end up using jargon that’s hard to understand.

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Using more simple ways to get your message across is imperative, as it makes the email easier to consume and thus more valuable.

Email Without a Purpose

While building relationships with your customers is one of the main goals of email marketing, you should keep in mind that they don’t want to hear from your company just for the sake of connecting.

Ensure that you have a clear purpose for each email you send, whether that be to inform, entertain, or motivate.

Being intentional about when to reach out includes sending timely emails. You should respond to relevant industry, company, or world news in a timely manner. Readers would find you reminding them about the last day of a sale important, and that qualifies as a purposeful email.

Part of proceeding with a clear purpose is also including a call to action in your emails. Your readers want to know exactly what you’re asking of them, and making it simple is the best way to get it. Beware of including too many calls to action, as it can be more confusing and seem more selfish than helpful.

Over Generalize

Personalization is one of the greatest strengths of email marketing, yet it is often overlooked. Simply including first names in an email makes it sound more personal and builds stronger relationships. This can easily be achieved using an email scheduling tool such as Mailchimp. Again, this is a way to build customer relationships. Research shows that using someone’s name in the subject line increases open rates by 26%. Be that as it may, personalization is more than just plugging in names.

Using an email marketing tool is also an easy way to utilize the segmentation aspect of personalization. By separating your audience into groups, you can categorize what they would each be most interested to hear from you.

It has been shown that segmented campaigns perform better than non-segmented campaigns. An example of this is categorizing your readers as beginners, intermediate, or advanced knowledge of your industry. Based on this category, you can send each segment a different email that would pertain to them more specifically.

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Your readers will appreciate that your content is tailored to their needs. Imagine sending a beginner an email that skips over the basics of a process. They would be confused and find it very unhelpful.

Now imagine an expert who is wasting time reading the basics that they know by heart. They would become frustrated and lose interest in finishing the email. These are just two examples of using segmentation to better serve your audience.

Use Poor Subject Lines

Often, people will decide whether to open an email at all based on the subject line alone. A mistake that marketers tend to make is wording the subject in a way that sounds like spam, and thus never gets opened or reaches the audience.

As we mentioned before, it is also helpful to include someone’s name in the subject line. While it might seem like a shot in the dark to form an effective subject, there are a few tips for the best open rates you can achieve.

A good subject line should be short. The ideal length for a subject is 7 words, based on a study conducted by Marketo.

However, you also want to make it interesting so that people are curious and want to know more. This curiosity is enough to encourage people to read the email.

However, you want to avoid click-baiting your readers with interesting subject lines that have nothing to do with the content in the email. Make sure that your subject is also relevant to what you have to say. Otherwise, you will have the opposite effect you’d intended by destroying trust and losing credibility.

Being Inconsistent

Simply sending out random emails is not enough to see results. You have to stick to a schedule that your readers can count on and know when to expect to hear from you in their inbox.

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The frequency can vary based on your industry and from business to business, but emailing at least once a month is recommended. The more you email, the more you will be on the top of potential customers’ minds when they need what you offer.

That being said, you shouldn’t always assume more contact is better. If your company emails are flooding their inbox, you can bet that they will either block the sender or unsubscribe from future emails. Finding a balance is key to seeing the best results from your campaigns.

You should also consider the brand voice that you are using to speak to your customers. If your emails all sound like they were written by different people, then it’s hard to gain the brand-strengthening benefits of email marketing. It is also confusing to your audience and makes it harder for them to connect with the company.

A good way to remedy this is to create a company persona, where you give a personality to the company that is sending the emails.

Are you funny and witty, or are you serious and somber? Consider strengthening your branding within the company before communicating it with the world.

Key Takeaways

You can’t expect to be perfect at email marketing, so don’t get discouraged if you find that you have made these mistakes. There is always room for improvements, and every so often it’s a good idea to evaluate how your email marketing campaigns are going.

Using analytics to track your results and adjusting your strategy will help you grow as you fix any mistakes you might be making.

By taking the time to improve your strategy, you will see the success that can carry across all your marketing efforts.

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