Posted on Aug 1, 2012 by Michael Herman | Posted in Email Deliverability, Email Marketing

If you are focusing solely on sending emails without any real call to action, SWITCH GEARS! It’s time to realize that there’s a better way to send emails and increase your conversion rate. It’s called marketing automation and is often confused with email marketing due to several similarities. Both forms of marketing attempt to stay in touch with prospects and they are both ostensibly email marketing tools. However, using email marketing systems that allow marketing automation are far more successful. Here is how to drop what you’re doing and get involved in a marketing solution that rewards you with an incredible ROI.

Urging Customers To Take Action

Email marketing usually consists of sending newsletters in the hope of turning subscribers into paying customers. While it is great to maintain a consistent newsletter to stay in touch, you can also quickly divert your attentions to marketing automation by using a more targeted approach. Each email communication should be progressively more relevant and even include the presentation of custom webpages whenever the recipient returns to your company’s website. This can gently push prospects through the buying process and before they know it, they’re purchasing products/services from your company.

Being Aware

There is very little awareness involved in standard email marketing. Even the most advanced tools will lose a prospect once he clicks on the link to the newsletter you send. In contrast, marketing automation systems know when a link was clicked in a e-newsletter, when someone goes to a certain page on your website and when a contact form was filled in. You need to up your game and stay in touch or risk losing prospects forever.

Getting Integrated

Marketing automation systems like Digital Street integrate with Salesforce CRM and a variety of other CRM tools. As a result, data can be used to personalize campaigns and also give your sales team information relating to how prospects reacted to the new campaigns. These systems also react based on what a prospect does. For example, if a visitor to your website clicks on a certain product, he will receive different emails over the next few weeks compared to someone that clicked on another page.

For more information about how to better utilize our automation suite and to get integrated with Salesforce, feel free to contact one of our sales reps by emailing: sales@digitalstreetinc.com

 

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