Digital marketing has loaded marketers with options to drive their marketing campaigns. But there is nothing like the good old traditional email marketing when it comes to generating ROI. Moreover, with the invention of marketing automation, you are just a few steps away from making the most out of your email marketing campaigns.
No other MarTech tool can benefit businesses more than marketing automation platforms in revenue generation. Automation tools enable users to manage, nurture, segment, and target leads accurately throughout the customer cycle.
Here are five ways to help you turn your traditional email marketing into an ROI machine:
Segmenting your Subscribers
The circle of your target market gets divided into subcategories based on the specifics of their interest. A thorough study of your potential customer behavior can help you segment them into categories. Further, you can use these segmented email lists to customize your emails to make them more appealing. “According to the DMA, 77% of email marketing ROI comes from segmented, targeted, and triggered campaigns. Segmenting your email list empowers you to send the right message to the right customer at the right time. Plus, the more relevant your message is, the more likely your subscribers are to engage with it,” states HubSpot in an article.
Lead Nurturing Shortens the Sales Cycle
Lead nurturing is all about engaging your target audience by offering relevant information and offers, understanding and supporting their needs, creating a personal bonding, and entertaining them throughout their buyer’s journey. The way you nurture your leads directly impacts their buying decisions in this digitally driven marketing era.
There are several ways to nurture leads, but the most impactful is by leveraging targeted content, using multi-channel lead nurturing techniques, following up with leads at the right time, and using lead scoring tactics.
Studies have proven that nurtured leads convert faster and shorten the sales cycle. Automation systems help you identify each customer’s responses such as site browsing behavior, actions taken with email campaigns, interaction on social channels, and time they spend on different types of devices such as mobile, desktop, other handheld devices, and websites.
Lead Scoring to Identify Quality Leads
To nurture your leads in the best possible way, you need first to understand the position of individual leads in terms of the customer lifecycle. Based on their present stage, you can decide if the lead needs further nurturing or can be transported directly to the sales rep. You can use marketing automation tools to determine the lead score by assigning numeric values to website browsing behaviors, conversion events, social media interactions, and more. It is essential to identify the exact points in the buyer’s journey when a prospect is transitioned between teams.
Marketing and Sales Team Alignment
Marketing teams identify when email campaigns can drive the best leads, while sales teams verify which leads are sales-qualified and need immediate follow up. Therefore it is essential to keep your marketing and sales team aligned. Your sales and marketing teams may not always work closely in demand generation and in managing leads. Automation helps to align sales and marketing teams through integrated CRM software to ensure a seamless transition of leads from marketing to sales teams.
Make the Most of the Customer Journey
Automating your customer lifecycle not only decreases the workload of your company’s marketing professionals but also reduces customer engagement costs while increasing upsell and cross-sell opportunities. A prospective lead goes through a set of stages in their journey with the interested product, ever after converting into a buyer. For smoother and better progress of a customer journey in this era driven by technology, marketers are willing to integrate automation in the process. It helps attract, engage, satisfy, and retain potential customers with its well-connected and personalized customer journey.
Following these steps will turn your traditional email marketing process into an ROI-generating email campaign machine. Besides, you can also conduct A/B tests with all the email automation workflows and assets related to these workflows. It will help you redesign your existing email marketing process into a more data-driven and optimized campaign.
