Getting Personal: 3 Steps to Personalizing Your Automated Email Campaigns

Getting Personal: 3 Steps to Personalizing Your Automated Email Campaigns

You'll win more business with personalized automated email campaigns -- here's how to do it. Indeed, IDC and Criteo recently surveyed 459 marketing executives and found that 34 percent were currently using marketing personalization technology to win more business. More companies are augmenting their marketing strategies with intelligent technology because when armed with the right information, you can carefully segment your messages to address your most valuable prospects’ needs. The following steps will help you design and implement an automated, personalized email strategy that resonates with prospects and whisks them through your sales funnel. Your message is only as good as your data, and your data is only valuable if you segment along the right lines. You receive a generic message from Company A, which makes a passing reference to your industry. A small business customer relationship management system is ideal for collecting the type of data that allows for this level of segmentation, and you’ll see results if you send the right content at the right time. Prospects will give you clues that tell you where they are in the sales cycle, and you can analyze that data to better understand buyer behavior. Shortly after a prospect visits our homepage, our chatbot "HatchBot" pops up and asks, “What brings you here?” The prospect can either leave a message or click on one of three options: “Book a Demo,” “Schedule a Chat” or “Just Browsing.” Based on the answer, HatchBot asks for additional information and moves the prospect along the sales cycle. Experiment with different triggers, note each prospect’s response and see what works.

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You’ll win more business with personalized automated email campaigns — here’s how to do it.

Getting Personal: 3 Steps to Personalizing Your Automated Email Campaigns

Today’s top marketers have moved beyond the cold, dry, one-size-fits-all email campaign. Instead, they’re turning to machines to deliver highly relevant emails based on a variety of factors, such as clients’ latest purchases, abandoned shopping carts, recent page views and more. Indeed, IDC and Criteo recently surveyed 459 marketing executives and found that 34 percent were currently using marketing personalization technology to win more business.

In particular, 32 percent said they use digitized marketing to a great extent, and 10 percent said they use this technology exclusively. More companies are augmenting their marketing strategies with intelligent technology because when armed with the right information, you can carefully segment your messages to address your most valuable prospects’ needs. And the good news is that personalization is available to all businesses — large and small.

The following steps will help you design and implement an automated, personalized email strategy that resonates with prospects and whisks them through your sales funnel.

1. Segment your data like a pro.

Your message is only as good as your data, and your data is only valuable if you segment along the right lines. It may be tempting to segment by industry or geographical region, for example, but these broad factors alone will never give your emails the level of personalization they need to stand out.

Picture this scenario: You’re browsing the internet for HR management software, and you end up on two separate mailing lists. You receive a generic message from Company A, which makes a passing reference to your industry. Then, you receive a message from a sales rep at Company B who references the e-book you downloaded, mentions your website, offers an additional resource that fits your needs and gives you a link to her calendar to make an appointment for a demo.

Which message would grab your attention and push you to the next level of engagement? If you answered “Company B,” you’re not alone. According to Forrester, we’re well into the “Age of the Customer,” in which consumers expect brands’ interactions…

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