Email Marketing can help garner loads of results for some, while it may result in being a rollercoaster ride for the others. Is your team facing an issue surrounding low delivery rate, lack of customization, Unsupported Email personalization, lack of testing facilities to find impactful outcomes, or if you are facing any problem with Automation, don't worry; you are suffering from the same issue thousands of Email marketers go through.

The majority of these problems are faced due to walking on with the age-old Email Marketing strategy and executing a modern-day delivery approach. Automation and other AI elements will become a must for Email Marketing in 2021, which would completely eliminate the problems faced with traditional Email Marketing strategy.

In the article, we will help you comprehend why and how Email Automation is vital and which tools you can integrate to attain maximum results. 

Index-: 

What is Email Marketing?

Problems faced while executing traditional Email Marketing strategy?

What are the advantages of Email Marketing Automation?

How can Email Automation help your business?

How to implement Automation effectively?

Email Automation flow chart for customer connect

Best tools with Automation for Email Marketing

Automation tools comparison chart

Steps to follow while strategizing your Email Marketing campaign

What is B2B Email Marketing?

B2B Email Marketing is not just about sending Emails to ‘N’ number of recipients. Email Marketing has moved miles ahead of what it was recognized for prior to the tools and agencies' boom assisting with the campaigns. Email Marketing focused on providing optimum results and boosted ROI; it is used to forward commercial messages or promotional Emails to the target consumers.

Email Marketing can directly contribute in bolstering sales whilst aiding the Marketing team in augmenting brand loyalty and convey important information. Email Marketing is one of the best types of Marketing; it essentially is a blessing for both you and the environment as it is light on your pocket and paperless.

Problems faced while executing traditional Email Marketing strategy?

1.       Tradition Email Marketing tools restrict list validation and churning of your data; this automatically contributes to deal Emails and low delivery rates, which results in slowing the process and alters the end result.

2.       Email Marketing historically was a tool focused on blasting the Emails to ensure they reach out to the maximum recipients. Which naturally proved to be a roadblock for Account-Based Marketing.

3.       Email structure was rigid, and no proper customization could be implemented, barring a personalized experience, and note for end users.

4.       Substandard open rates were another problem faced by organizations promoting Email Marketing as there is no standard format to execute A-B testing in order to comprehend what hits well with your audience.

5.       Another key contributor to low open rates can be the ID used for shooting the Email campaigns, sometimes work profile (HR@yourcompany.com) can have a more robust and better impact than individual names (Name@yourcompany.com).

6.       However, the biggest issue surrounding this was the absence of Automation. Automation in Email Marketing is a game-changer; with the amount of modernization available publically, you can send emails to people who might have a similar buyer persona as your target profile depending on their spending habits and web history.

What are the advantages of Email Marketing Automation?

•        The primary advantage of Email Automation is a highly personalized customer experience.

Many previously conducted studies have shown that customers feel pampered and memorable with personalized content, they love the special attention they receive and more than 90% of consumers find personalized content hitting the bullseye. More than 85% of consumers are likely to commit to your business if they receive customized offers and solutions. Optimized personalization also ensures a sharp increase in the click-through rate.

•        Utilize your Marketing team to perfection.

Email Automation is not just to get maximum results out of your Email Marketing campaigns; it also helps you swell productivity amongst your employee. Automation is a direct morale booster; more than 70% of employees believe it could cut down time wastage by a lot. A study conducted by Mailchimp shows that Automation could contribute to saving at least 6 hours every week. Email Marketing team could save time and produce excellent results as they spend less time scheduling Emails and compiling Email lists.

•        Strengthen your customer retention game.

If anyone has ever been involved in any sort of sales, he is very well aware of the fact that it is a tedious task to convert or close a new deal compared to closing an existing customer. With Automation, you can ensure none of your preexisting customers go too long without hearing from you. Although, be sure that you don’t spam your customers and keep them posted with relevant information.

•        Sync your Marketing team with your customer base.

Today, if you still depend on your staff to manually send all the messages, you need to understand how this could heavily hamper your growth as you can only send as many mails as many people you have employed in your organization. If your organization witnesses a sudden surge in customers' numbers, your employees will fail to reach out to everyone, or it could become a long and never-ending loop.

Once you switch to Automation, you can scale your Email Marketing efforts that sit well with your organization's needs. Automation can also help you connect with any new user as soon he/she signs up for newsletters by filling in the custom signup form.

How can Email Automation help your B2B business?

By the implementation of Email Automation, your customers automatically assimilate with your system. This enables end to end tracking, and your tools receive data ranging from their behavioral habits to their Email approach; your tools suggest what type of message would be more appropriate for your customer by analyzing their actions.

Automation provides an Email trigger that helps with Email scheduling and trigger according to a specific date, time, event, and user site behavior. You can customize the stimuli based on the target profile's journey.  This feature can be a blessing for e-commerce websites because new users tend to be hesitant before making their first purchase. However, if you manage to grab their attention and get them to subscribe to your notification, you can have them in the loop and send them a welcome message and follow it up with timely offers.

When you send a welcome message via Email it shows the users that you care about the customers. Welcome messages have a lot more business importance than what people generally credit them for.

·         One-third of your subscribers expect an acknowledgment Email once they are a part of your mailing list; they believe welcome mails are a great way to promote inclusivity.

·         Welcome Emails and offers tend to generate more than 300% income as compared to ordinary promotional mails. Welcome emails have five times more click-through rates than promotional emails.

How to implement Automation effectively?

1.       Analyze and utilize customer responses

For optimized results, following up on your executed work is as essential as performing new tasks. You can check the results of your previous campaigns to analyze stats and develop a strategy accordingly; stats help comprehend the following factors: -

·         Total Emails opened

·         Click-through rate

·         Use of promotional offers

·         Purchases a product or service promoted through Email

·         Bounce rate on Email and overall page bounce rate

2.       Offer special discounts

Many users might back down from the final deal if they find shipping costs high or their promo codes don’t execute well. To counter this situation, you can offer promo codes cutting off shipping charges or presenting a flat discount. Although, you have to be careful of not overusing this strategy as your clients may develop a feeling that you are overcharging them or adding unnecessary charges to provide them with discounts later.

Email Automation can help you swiftly establish communication with your customer and walk them through the sales process as shown in the image below: -

Email Automation not only helps the Email Marketing team improve their click-through rate, but it also helps the sales team with alerts and notifications so they can connect with the prospects and close them. Email Automation studies user actions and responds accordingly to gain optimum results out of the transaction.

Best tools with Automation for Email Marketing

1.     HubSpot: - One of the primary obstacles that organizations face while designing a classy Email is the availability and collaboration of the IT and Designing team. With the implementation of HubSpot’s Email Marketing tool for your Email Marketing campaign, you can deliver professionally designed Email in just a few clicks.

HubSpot provides you with dozens of customizable templates and the option to create a template from scratch. You can set up an Email subscriber list depending on the membership cycle or membership type. HubSpot also helps schedule your message to sit tight with clients in multiple time zones.

HubSpot assists with in-depth analysis and A/B testing of your vital Email campaigns; A/B testing ensures you study and comprehend what works best with your audience and propagate accordingly. A/B testing helps discover the ideal subject line that will hit where it matters.

2.     Pardot: - Pardot ensures you correctly connect with your customers with a beautiful campaign and appealing Email. Pardot holds a collection of responsive and ready to use templates with high customization capabilities.

Pardot has achieved excellence in automated engagement; depending on user behavior, Pardot can help you set a time to send a message for maximum impact. Pardot is also equipped with an auto-response feature to best suit your inquiry forms and landing pages.

Pardot's AI enables you to store responses and trigger an appropriate response depending on your prospect's engagement. You can send your Emails with the custom address and signature of the particular account manager.

Pardot's AI helps render and make way through SPAM filter check-ups with the industry's best infrastructure and deliverability.

3.    ActiveCampaign: - ActiveCampaign helps with a lot more than just automating your Email. Along with the most adaptive template pallet, it provides a customized approach for all three industry heavyweights, namely: -

i.      Ecommerce

ii.      Digital Businesses

iii.      B2B Domain

ActiveCampaign has a superior targeting and prospecting methodology that helps capture your audience's attention with a message that matters; ActiveCampaign tool provides an option of site tracking for brief insights and Automation maps and goals to interact with the customers.

With ActiveCampaign, you can provide a tailored experience to all your users, pinpointing what solutions you can offer to tackle their pain points. ActiveCampaign assists you with predictive content, responsive content, and activity tracking.

ActiveCampaign is home to multiple tools that can help you grow more after your initial contact; the ActiveCampaign tool helps with automated conversations, promotional SMS, and predictive sending.

4.    ReJoiner: - Customer retention is an essential factor for any e-commerce business to succeed. Rejoiner is a specifically designed Automation tool to assist the e-commerce domain. Along with the tool, Rejoiner group provides their clients with live consultation to boost conversion rates.

Rejoiner helps assemble all your client details and create a database with User behavior, purchase history, and cart score. Rejoiner holds a strong Automation trigger that sends situational Emails to customers depending on the price drop, birthday offers, and cart abandonment.

According to their behavioral score, Rejoiner's AI sorts customers and provides the user with an option to further filter the list depending on multiple segments. It also helps map customers' journey and suggests him/her a product that suits their surfing pattern.

Rejoiner helps send mails based on abandonment, purchase score, or incremental shopping patterns,

5.    Intercom: - Intercom is a tool that sits perfectly with the Marketing, sales, and support team, they believe in the base of conversational Marketing, and thus, support targeted messages for all website visitors, be it via bots or directly using real time chat functionality.

Intercom not only focuses on onboarding a client, but they put their AI to use, so the customers are active and engaging in various products promoted through your Email campaigns. Intercom helps create multi-channel campaigns, so the customer does not feel overwhelmed with the volume of Emails and is targeted equally through the social media platform.

Intercom delivers mail at a scale with their industry-leading messenger. The tool's support staff is prompt, with Automation for repetitive doubts and one-on-one human resolution for complex issues. Intercom’s AI lists and prioritizes conversation based on assignment rules and route priority.

Selecting a tool and implementing it to receive optimum results for your campaigns can be confusing and hectic, and yet sometimes it might not produce the desired results. Instead, you can outsource your campaign to MarkSpace Media so that they can do all the heavy work for you, and you can receive tele-verified leads from your Email Marketing campaigns on your mail or API.

Steps to follow while Strategizing your B2B Email Marketing campaign

1. Create a personalized message for Email: -

Personalization holds a great value in today's market; your customers should feel like a part of something big. Customers want to believe that they decide to buy a product or service, and you are a part of that journey. Therefore, make sure your subject line always mentions their name and your Email body suggests a product, service, or promotion depending on user behavior or site history. This situation automatically puts you in an advanced position when compared with your competitors, as more than 70% of brands still refrain from implementing this.

2. Segment your contact list: -

The second best way to ensure maximum opens and click-through rate is to segment your subscribers, so only the people that fit the target profile receive the Email; this way, your customers do not feel burdened with the volume of emails, and they do not think as they are being spammed with Emails that do not relate to them in any way, kind, shape, or form. Segmented Emails garner close to 94% open rate while the industry standard is 31%.

3. Keep the newsletter or Email mobile-friendly: -

People love being connected through various mediums; now, with the boom in mobile technology, nearly everyone carries a smartphone with them. More than 60% of the digital population opens their Email on mobile Phones. If your email format is not viewable on their mobile phone when they open their Email, more often than not, they might delete the Email; to not miss out on the opportunity to connect with your mobile users, it is always advised to use mobile-friendly builders or templates.

4. Always try and test your Emails: -

A/B testing is the best development in Email Marketing; all agencies possess the power to test their mails before blasting them; this helps them comprehend what works most effectively and which element will perfectly hit your target audience. Recent studies suggest a tested Email generates 30% more engagement as compared to a traditional Email. At times, simple text Emails can have a long-lasting effect as compared to HTML campaigns.

5. Automate Emails for maximum results: -

Automation is the present and the future of Email Marketing; automation sets trigger to send Emails as an acknowledgment of user action. General triggers used are 'welcome' emails and 'thank you' emails. Open rates for automated emails are twice or thrice higher as compared to traditional Emails, automated Emails contribute to 40% more traffic than general promotional Emails. Automated mails find the ideal connect location between general Marketing Emails and important transition Emails.

Email Marketing is excellent for delivering results; some agencies have turned pessimistic towards Email Marketing because Email Marketing has evolved, and their strategies are foreign to this modern world. Marketing is a tedious process, and it can be incredibly intimidating while trying to craft a flawless plan as there are many layers to crack before you land on a perfect formula. If your organization is not a core digital Marketing agency and requires quick and quality results, agencies like MarkSpace Media can help you fetch outstanding results and fill your sales pipeline.

Also read- How to conduct Market Research for your organization

If you need to know more about the process or our services, feel free to contact us, and our sales representative will walk you through it for absolutely NO CHARGE.