Automation plays a vital role in various markets as it reduces operational and labor cost, result in optimization of profit margin.
Marketing automation also has a direct impact on the transformation of email marketing from normal practice into the king of online communication.
If a brand wants to achieve the success they must learn how to use this technology effectively. Here are some considerations which marketers should keep in mind in order to achieve success.
Organized campaign according to segmentation: Marketing automation studies point out several insights but one of the important observation is the significance of sending segmented emails. Sending segmented emails help to get higher click-through rate.
This means that before sending out automated emails, you must segment your customer list. Basis/criteria of segmentation can depend on your industry, purpose of engaging customers, location, demographic factor, etc.
After segmentation, you can then create separate emails for each segment, try to tailor message according to customer behavior/preference and achieve the highest possible ROI.
Personalized your campaign: Personalization is a key to success of any automated email campaign. Personalization drive higher level of engagement and open rates, it can increase engagement rate by 22 percent. There are several effective steps that can increase the effectiveness of your personalized messages, enabling you to optimize the tool. The personalized campaign makes prospect/customer feel like this message or product is designed for them only this increase their interest in a product or on your offering.
Personalization makes your email communication more engaging and more effective at sharing primary, secondary, and even tertiary marketing messages.
Build clearly defined CTA (Call-to-action): It direct prospect/customer towards the desired action, if directed properly it leads to optimize marketing ROI and achieve the targeted objective. This is why it is considered as an important part of marketing automation and more than 41 percent of marketers rank this as an extremely valuable practice. In order to increase the impact and visibility of your CTA use simple and concise words/ language, place it in a most appropriate place (easy to see).
Your CTA must translate product/service feature into direct consumer benefits. Consider using visual aids, variable color to make your CTA attractive and stand out from the campaign.
Other than this there are several other things you must take into consideration like proper lead scoring, lead nurturing, drip campaign, A/B testing, etc.
With the help of these tips, you may be able to create a segmented personalized successful automated campaign that will enhance your marketing ROI over time.