Posted on Apr 8, 2014 by Michael Herman | Posted in Austin, TX, Email Deliverability, Email Marketing


By now, you should be aware that inbound marketing is the best way to turn strangers into customers and advocates of your brand. It has been the most effective way of marketing since around 2006 and is a great way to get traffic on your company website. Proper inbound marketing involves attracting, converting, closing and delighting prospects and is a proven method of generating leads.

Automation

Normally, a marketing automation system looks something of a mess because it focuses on clicks, email opens and other arbitrary data. As a result, leads will not exit the marketing automation flow until these actions are completed. If your leads achieve the marketing goal outside of the campaign, they will still receive the same automated messages which is extremely irritating.

With Response Wise, it is possible to create landing pages for email marketing campaigns and the result is that you capture information via lead forms that are automatically added to your Response Wise database. Landing pages are pages placed on your website that customers can link to from your email. Clever marketers know that this allows them to keep their email copy brief and funnel prospects to a page that has more information, images and a purchase option.

Once leads are added to the database, they receive an automated email which provides them with more relevant information about your company/products/services.

Triggered Emails

This form of email is one of the potent weapons in any email marketer’s tool box but is often overlooked. Triggered emails combine a custom template and user data to send an email message when a certain event occurs; in this case, the behavior of the recipient can trigger the email. The result is that your leads will receive emails filled with information they find relevant and details about products/services/special offers that they have an actual interest in. As you might imagine, triggered email marketing campaigns can enjoy huge success when done correctly.

When you have a host of inbound traffic, trying to do things manually can be time consuming. There is a school of thought which suggests that automating your communications from inbound traffic is expensive but this is not the case if you use the help of Response Wise. Besides, it is mainly a one-time cost to set up and you will be able to rely on automation to gently push email recipients down the sales funnel until they become a qualified lead. In other words, automation can do 80% of the work for you; all’s that left is to pick up the phone and try and turn leads into customers.

One Response to “Managing Inbound Leads & Email Marketing Automation”

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