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The Quickest Guide to Designing Marketing Automation Campaigns

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According to Salesforce, “Marketing automation is a technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically.” It helps to execute, manage, and automate marketing processes. When tedious, repetitive tasks are automated, marketers shift their focus on complex issues and increase personalization and a stronger ROI for businesses. While enhancing efficiency and productivity, marketing automation also delivers the right message to the right customer at the right time. Overcoming the repetitive tasks, marketers collect generate more qualified leads while reducing the time spent doing so.

Here’s how marketers design a marketing campaign to leave repetitive tasks behind and concentrate on generating stronger ROI.

#1. The Marketing Automation Software

To create your marketing automation campaign, you will need to have software that can collect your prospect’s information, contact and re-contact them, and automate your marketing tasks. The software must have the following tools in its arsenal.

  • Pop-up Manager
  • Landing page Manager
  • Web banners Manager
  • Automated email Manager
  • Email Manager
  • CRM
  • A/B test function
  • Data Visualization /Dashboard Management
  • Reporting and Forecasting

There are software that can have all the above features or can be standalone software, for example, CRM can be its own separate software. The choice depends on your budget and objectives., having all-in-one marketing automation software can also save you money and time from not collecting information from isolated sources.

#2. Converting Visitors into Leads

Whenever a visitor comes to your website have a pop-up featuring subscription newsletters, free-ebook download on sign up, discount on the first service, registration for the latest webinars, etc. Next, set up banners and landing pages to further increase your chances of converting visitors into leads. The landing page will play an important role, as it will convince a user to share information in exchange for something. You will need a pop-up, landing page, and banner builder to accomplish this task.

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#3. Converting Leads into Customers

With prospects’ information collected, set out automated emails, newsletters, offers, discounts, insights, content — all personalized to convert them into your customers. Keep an eye out for automated emails and top-notch personalization. You will need an automated email builder and CRM features for this task.

#4. Analyzing and Optimizing

With your marketing strategy in place with customer/prospects information, track the metric in real-time and tweak your conversion tools to improve your results. Monitor conversion rate and the overall performance. For example, maintaining and understanding records of sessions, conversion rate, leads, email opening rate, click rate, conversion rate, among many others will help you in optimizing your marketing automation campaign. You can use the A/B test function, a dashboard, and detailed reports and KPIs to accomplish this task.

In conclusion, have a decent all-in-one marketing automation software, encourage your visitors to exchange data for some freebies, engage those prospects with discounts/offers & personalized content to convert them into customers, and overall keep eyes on rates and optimize your campaign on the way.

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EMAIL MARKETING

Best Email Marketing Practices to Generate Leads

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Have you implemented email marketing in your digital strategy? If you answered no, now is the time to do so.

There are many new and innovative ways to market to your target audience, however, email marketing remains one of the most reliable and effective ways to generate leads. With the right strategy in place, you will be able to convert prospects into paying customers who truly value your brand. 

In this guide, our expert digital team at Bold x Collective discusses everything you need to know about email marketing, as well as some of the best practices that will help your business generate leads!

To preface, you always need to ensure that you do not buy into email lists. Doing so will result in prospects moving your content into the trash or ending up in their spam folders.

This also eliminates prospects’ free will of being able to opt in to emails. This starts the brand-to-customer relationship on a bad note and will result in a higher rate of opt-outs for emails. And not to mention… it is illegal!

Once you have a curated list of prospects that were gained organically through website traffic and membership sign up’s, you can move on to the next step of optimizing your email list by lead scoring. This tactic will filter which prospects are opening your emails, and which ones are worth putting more effort into.

By putting together this new refined list of prospects, your brand will be able to obtain higher conversion rates and a greater return on investment as your efforts are being focused on where it matters most. 

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Now that you’ve organized an optimized list of prospects, it’s time to create the actual email. There are many tactics you can use when drafting an email, but these are some of my favorites that will really allow your email to stand out in your prospect’s inbox. 

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  • Name the offer in the subject line, in a fun, intriguing way that will make your viewer interested!
  • Keep the main message and call to action above the fold.
  • Include a personalized touch by adding your name and having a sign-off; viewers love it.
  • Have a clean and concise email – no one likes too much content at one time!

First off, having your offer, promotion or main announcement in the subject line is more likely to grab the attention of the reader as it gets straight to the point and gives them an immediate reason to look for more details. For example, when the subject line states “25% off the ENTIRE site”.

This line introduces an incentive that will be received if you choose to purchase with them, ultimately decreasing their opportunity cost. This will create the feeling of “FOMO”. Fear of missing out and entice readers to browse your website and shop. 

Along with this strategy, it is also beneficial to keep the main message of the email and call to action so that readers can see it at first glance. This means the information they first receive upon viewing the email and upon opening it without having to scroll down.

Not everyone opens every email they get and will often only view the text that shows above the fold. If that text is intriguing enough, they will seek to learn more. So now you have your readers’ attention, the contents of the email above the fold are what is going to keep their attention and be the driving source of whether they become paying customers.

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This study was done on users’ scrolling and attention spans tell them that nearly 57% of users’ page-viewing time is above the fold (information that is visible without scrolling).

Therefore, they can use this information to their advantage by making sure the most important details are included above this fold. 

Now that you’ve figured out where to put the most relevant information, let’s get into elements to include in your email content that makes it effective. My personal recommendation would be to include personalized touches such as a personalized greeting and signature sign-off.

A greeting with the contact’s name helps to grab their attention right away as they are being addressed personally. In addition to a personalized greeting, having a signature sign-off that shows the reader that there is a real person on the other end, adds to the level of authenticity that it comes across.

The more of a connection the customer creates with the brand, the more purchasing power they will have. How do they create a connection? With authenticity! 

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My last tip, a very simple one, but crucial… is to keep your email clean and concise. No one wants to spend longer than they must, to read an email.

It’s important to keep things looking visually appealing, straight to the point, and summarized in an intriguing and digestible way.

By doing this, you are allowing prospects to gather just what they need to move forward with the buying process. So don’t overthink it, quality is always better than quantity!

To start your journey with email marketing, here are some of their favorite email marketing apps at Bold x Collective:

  1. Privy
  2. Mailchimp
  3. Klaviyo
  4. Active campaign
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And while you’re at it, check out Bold x Collective’s blog on how you can get email marketing started for your business! Need some extra guidance and assistance with your email marketing channels? Contact their team to receive a complimentary consultation!


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