Dr. Dave Chaffey joined us recently to discuss the results of the Email Marketing & Marketing Automation Excellence survey conducted by GetResponse, Holistic Email Marketing, SmartInsights, and Content Marketing Institute.
Marketing automation can be daunting at first. There’s so much information to process, with many ways to use it. But one way to use marketing automation to improve your marketing is to use it to look across your customer lifecycle. With which touchpoints are you using email and personalization to contact your customer? The ability to follow individual customers, through their customer journeys through time, with automation will help you achieve your business goals.
When we conducted the Email Marketing and Marketing Automation survey earlier this year, one of the things we asked marketers was how effective they thought email was as a marketing channel. We’re pleased to report that reports of email’s demise are still unfounded. More than half of the marketers we surveyed (53.6%, to be exact) were pleased with email marketing’s effectiveness. Email also remains one of the top 3 sales drivers, alongside organic search (SEO) and search engine marketing (SEM).
There are 10 steps that you can take to improve your email marketing.
- Review your capabilities. Understand what you’re doing with email marketing, and how you can use it more effectively.
- Create a lifecycle engagement plan.
- Integrate with your content marketing strategy.
- Start small with a single campaign.
- Add targeting.
- Get the frequency right and automation nurture.
- Add lead scoring and grading
- Add lead grading
- Measure and optimize.
- The future: Artificial intelligence, machine learning, and predictive analytics.
If you’re just getting started with marketing automation, or consider yourself in the beginning stages of using email marketing beyond a single “spray & pray” newsletter strategy, this webinar is for you. If you’re looking to take your email marketing to the next level of sophistication, this webinar will show you what next steps are good for your given your current activities.
Learn more about excellence in email marketing and marketing automation… watch the recap!
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