Locating "Me" In My Inbox
Automated email marketing, or behaviorally triggered emails, certainly is a hot topic these days. Lots of folks on both sides of the discussion. As consumers as well as marketers we shiver at the site of a non-specific, uninteresting email in our inboxes. For me, I'd say at least 85% of those don't get read past the subject line.
Do Consumers Respond Well?Then all of a sudden I see a subject line that is related to my new passion, moutain biking. Hmmm! I'd say 85% of those GET read past the subject line. How did they know I was interested in mountain biking? Oh yeah... last week I downloaded that whitepaper on "How to change a flat on the trail in less than 5 minutes". Now I have an email that's letting me know about a "Pre-ride checklist every rider should have". I'm definitely reading further... Inbound Marketing working its magic!
The short answer is a resounding yes! Here are some stats that we have discovered that reinforce our firm belief in email marketing automation's power and why we use it every day:
Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research)
Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (Source: The Annuitas Group)
"The ROI of E-mail Relevance" (by Jupiter Research) have found that behaviorally targeted trigger-email campaigns get opened and clicked 30% more than broadcast emails. They also enjoy three times the conversion rate. It's no wonder why twice as many marketers have begun using triggered emails in the last year.
Honestly, we knew this type of marketing worked but these numbers were staggering to us. It never hurts to be reassured that what you're doing is the right thing!
How It Saves You Time
If you're not looking to save time and money, you're not in business. I'm voting for a 27 hour day. Who's with me?
We have found that using the email automation feature of the Hubspot Software frees up hours each week for us. Some of the methods we have used include:
Automated emails set for 2, 7 & 14 days after an initial action
Personalizing the emails with the visitors name
Reference elements of the action they took in the emails
Just using these alone saves us hours every week. We can also track how well each follow up email is performing and make any necessary adjustments to their content, frequency or overall feel.
Are You Using Email Automation?
If so, let us know how it's working for you and what challenges you've come across. Also, if you have any tips for us or our audience just leave your comments below!
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