3 Ways to Increase Your Revenue With Email Marketing

“By automating these communications you can ensure you are delivering personalized, tailored experiences in real-time, reaching each user with the right message at the most crucial moment in the decision-making process.”

Is Email Part of Your Marketing Mix?

The majority of marketing automation platforms are primarily focussed on email marketing, and for good reason, as it has become the number one revenue channel in most businesses today. As a marketing vehicle, email offers you a versatile means of communication with both prospects as well as established customers. By automating these communications you can ensure you are delivering personalized, tailored experiences in real-time, reaching each user with the right message at the most crucial moment in the decision-making process.

Behavior-based Triggers

Since automated emails can be triggered based on a website or previous email engagement, there are numerous ways to achieve this personalized experience. For example if a prospect has filled out a lead generation form, visited a product page and a pricing page or clicked through on a pricing link in a previous email, they are clearly interested in your business and should be considered a “hot lead” an email with a special discount price could be sent automatically once the person has met the conditions for the campaign. Allowing you to strike while the iron is hot, by reaching the prospects who are most interested in your offerings at the moment of engagement.

Time-based Triggers

Automated emails can also be set up to deploy based on timed triggers, for example, if your business has a busy season based on external events such as the holidays, you could set up an automated campaign leading up to and running through the promotion period, that includes discounts, promotion ideas, client/customer success stories and other push points and reminders that will deploy based on a pre-arranged schedule – allowing you more time to handle the rush.

Re-engagement Triggers

The reverse is also possible, for example if prospects stop responding they could be automatically pulled into a re-engagement campaign that focusses on updating their interests and other demographic information (allowing you to better a line the campaigns they are targeted with), and could also include special introductory offers or client appreciation discounts (for customers who have previously purchased from you) – really the possibilities are endless!

Here are some great email marketing examples that can be automated are:

• Welcome messages
• New products or service announcements
• Discounts, sales or other pricing promotions
• Customer satisfaction follow-ups
• Upselling current clients
• Content and sales based nurture emails
• Website behavior based trigger emails
• Scheduled messages reminding clients of reoccurring projects

 

Email Marketing Advantages For Sales 

For B2B teams, another benefit of sending sales, client-based, or customer service related emails through a marketing automation platform is the tracking of unique opens, gross opens, unique clicks, gross clicks, etc. all of which will give you invaluable insight in to the mind of your prospects and clients such as; which customers or prospects are opening and clicking on your email messages, the frequency in which they are doing so, what their interests are (what links they are clicking on – specific products, services or pricing for example). This audience-based data on a granular level can help you close sales, fast but marketing automation platforms will also provide you with the tracking required to optimize your marketing overall, as it will quickly become apparent which messaging, value propositions, pricing, products, and services are generating the best results.

You can take this a step further by utilizing the A/B testing functionality, which allows you to run two or more competing messages, email layouts, subject lines, from addresses, deployment times etc. against each other as a competition to a pre-determined percentage of your total send audience, once the testing phase has been completed the winning option is automatically deployed to the remaining percentage of your list allowing you to generate the best results possible from your efforts.  And if that wasn’t enough, all of the actions made by the email recipient will also factor into lead scoring functionality available through most marketing automation platforms – still, think your outlook is best for sales emails?

You can find part three of this series here: Lead Generation: How To Romance Your Way To Success