Marketing Automation was one of the top trends of 2016, here is how to use it in 2017
Anyone who has run an online business, even for a short time, knows that digital marketing offers a wide range of possibilities. A survey of marketers by Regalix tells us that website and email are the most effective channel of online communication. For every retailer email is the primary tool for bolstering sales, however sending generic newsletter campaigns tends to be less and less appealing to subscribers. FreshMail’s research shows that highly personalized campaigns achieve better results and that’s our subject here.
It’s important to get to know the real needs of your customers and to send interesting, engaging content based on advanced personalization and optimization of email marketing campaigns. The potential of Email Marketing Automation (EMA) helps marketers send effective messages suited to the needs of subscribers in a defined contact or…
Chart of the Day: What are the most popular automated emails?
Marketing automation is a great way to make email marketing more effective and the email marketer more efficient. This week's chart, that is displaying 2016 and 2017 data, is asking, "Do you send out automated emails based on the following triggers or behaviour?"
The most used trigger, "Subscription or sign-up to website" is at 44%, however, it's down by 2% compared to 2016. The trigger with the highest growth is the "Subscription due for renewal" which has grown to 18%. What's interesting is that 7 triggers were more used in 2016 and 3 in 2017.
So it's fair to say that more than half of these email marketers either don't have these triggers at all or they have to do them manually. I have done manual versions of all of these triggers over the years and it's fair to say that they…
AI isn't going to take your job. It's going to make you better at it.
When Deep Blue beat Garry Kasparov in 1996, it was a testament to the incredible number crunching power of a computer. Deep Blue was capable of evaluating 200 million moves per second, and no one since built a more powerful chess computer. That's right - even though it was built in 1996, it's still the most powerful chess computer ever built. Can you think of any other type of computer for which processing power peaked in 1996? No, I didn't think so.
So why has no one ever built a more powerful chess computer? Because advances in AI mean you simply don't need that hardware anymore. Today it's possible to get your old laptop to beat the best chess player in the world by installing some chess software, and even though your rusty old machine is only…
Hyper-personalisation is the future of email marketing
It’s well known that anything that’s tailored fits better. Be that a three-piece suit or your communications with your customers, in fact, companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle.
“Companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. – Lenskold and Pedowitz Groups”
Today, we’re going to give you a smart insight into how one of our customers, a domain name reseller sends automated cross sales emails to their customers by making use of dynamic segments and content.
Problem: Our customer had the business need of cross-selling related domain names after a customer had purchased a specific domain name.
Opportunity: Use advanced segment definitions to optimize…
See from this case study how these automated campaigns can generate new streams of revenue for your business
Behavioural emails can generate millions in online sales yet most retailers struggle to get it right.
Time and time again, digital marketers grapple with the existential question: How important is email marketing, really?
Email tends to have an astronomically high ROI of 3800%; for every $1 spent on email marketing, retailers make an average of $38 and it's one of the best sales online retail sales channels.
Itís no surprise that there are hundreds of email marketing software solutions that offer numerous styling, scheduling, and automation options.
As the e-commerce space continues to grow more and more crowded each year, all the software options in the world canít and wonít guarantee new streams of revenue for…
Email Marketing Expert Dan Grech explains his one goal for 2017: 'Do less'.
I've never really been a fan of ‘expert predictions’, especially when it comes to Digital Marketing. They remind me of Mystic Meg caressing glass balls, making some tenuous claims for the sake of entertaining an audience.
I don’t think much will change in Digital Marketing in 2017. Like in previous years, email marketing will continue to hold the highest potential ROI against other marketing channels - yet so many businesses will get it wrong. Google will continue to make seemingly bizarre changes that we'll complain about - then we’ll accept them as being 'for the greater good' of online advertising. Video will continue to grow - yet people will scratch their heads at why a live broadcast of an eating contest on The Lad Bible's Facebook page gets more engagement than a 60 second YouTube pre-roll with a 6-figure…
Marketing Automation offers the key to effectively nurturing leads through the customer's journey
According to a research published by Smart Insights in 2016, 47% of businesses don't have a digital marketing strategy. The findings show that businesses have a big challenge structuring their digital marketing strategy and knowing where to start.
So, how about we start by laying down some of the groundwork that you need to lay down in order to create and implement aworld-class digital marketing strategy.
The strategy includes 4 key stages of the Smart Insights RACE framework - plus the initial Plan stage. Just in case you're not familiar with RACE, the stages are as follows:
1. Plan:
This stage involves creating the overall strategy with SMART goals and measurable KPIs to run your digital marketing strategy.
2. Reach:
Most customer’s journey’s begin through doing personal research instead of simply talking to a sales person. This means that providing content to feed this…
Marketing Automation works best when you are constantly innovating
You, yes you. You're that marketing manager that is using your automation platform to do all your basic tasks. But you're not using it for anything else. Why? I don't know. There are so many elements of marketing automation you could be using, I imagine you don't know where to start. So I'm going to tell you where to start.
Marketing automation isn't going to take your job anytime soon.
My favourite expression from the unaware marketer is "oh but marketing automation will put me out of a job". I can assure you, used correctly, it will not. However, if you continue to use a marketing automation platform like a brain, that is to say only use 10% of it, you could be out of a job for not producing the results you anticipated from your MA platform.
It amazed me in the recent…
Automating your marketing is key in such a busy marketing period, find out how RedEye’s Head of Future email suggests it is done
Summer is long gone and the Bank Holidays have been exhausted for the year. While ‘normal’ people start to stress about when to put their central heating back on, us marketers are in full planning and panic mode. Two key events loom before us: Black Friday Weekend, and of course the run up to Christmas. It’s all become rather stressful.
With more and more focus on the few weekends left of the year before sales season takes over, it’s more crucial than ever for brands to implement perfectly executed, strategic marketing experiences for shoppers on the approach to Christmas. Brands are not only at war with their competitors, but with the expectations from previous years’ performances and their customer’s expectations (all searching for the next big bargain).
Take a little…
Everything you wanted to know about automation, but were too afraid to ask
Despite an impressive pedigree, many companies are still reluctant to go near automation. We examine what makes this powerful tool so misunderstood, and explain how even small steps can start a journey towards big results.
If you’re reading this because you’re unsure whether automation is right for you, then let’s begin by putting your mind at rest. You’re not alone.
Many marketers shy away from the technology due to concerns over affordability, resources and time, or even a worry that it may make a business seem disingenuous.
But as with many fears, the best way to face it is to understand it.
The good news is that automation doesn’t need to be an all or-nothing scenario. There’s no need to dive in at the deep end, as you can easily test…
