If you’re familiar with automated marketing emails, you probably have an idea of how marketing automation has functioned in the past. However, it has evolved significantly as a practice in recent years, and its power has earned it a top position in our marketing arsenal. Here’s why…
The Problem
Every tool or strategy in marketing is developed to address a specific problem or set of problems in attaining and retaining customers. Marketing automation sets out to solve a number of them. Firstly, when you put a lot of time, money, and effort into drawing potential customers to your site, there’s no guarantee that they’ll stay when they arrive, or that they’ll convert for that matter. This is because if your company and its site exist as a static, standardized experience for everyone, you’re not targeting potential customers based on their individual characteristics and behaviour. Furthermore, you can’t do this if you don’t know anything about them!
The Solution
So, how do you learn enough about your visitors to give them the experience they need? This is what good marketing automation should be about, especially when approached from an inbound angle. Increasing your traffic with enticing content and smart use of social media is only half the battle. Marketing automation techniques will offer you detailed insights into what content brought a visitor to you, what’s important to them, and how you can predict their needs in order to maximize relevance through automated emails, the right landing pages, and more. Combine this with solid conversion rate optimization and you’re really in business.
Case in Point: PaperStyle
Every great technology has great success stories. Invitation and stationery company PaperStyle famously used behaviour analytics to classify visitors as brides, brides-to-be, or friends of brides. From there, they designed their automated email campaigns accordingly. Brides who’d purchased wedding favours would receive an email suggesting thank-you card designs. Upon purchasing bachelorette tiaras, friends-of-brides would receive emails with wedding gift ideas. The result? A 330% increase in average revenue per email, 244% higher email open rate, and a 161% increase in click rate!
Without a holistic marketing strategy that includes inbound-focused marketing automation, your website might still meet the bare minimum. But you don’t want to meet the bare minimum, do you? We didn’t think so. Give CAYK a call today at (403) 456-0072 to go above and beyond!
