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Online Marketing

Go Beyond Drip Emails in Marketing Automation

Technology MarketingMarketing automation platforms offer a wide variety of features and functionality that range from basic emails to list segmentation, social media monitoring, CRM Integration and more.  Frankly, the thought of selecting a marketing automation tool and going through the setup can be a little overwhelming for many marketers.

If you’ve implemented marketing automation in the past, you’ve likely created a few email drip campaigns with hopes of staying relevant.

Take Your Marketing Automation to the Next Level

We are here to help you take marketing automation to the next level with behavior-based email marketing. Behavior-based email marketing immediately triggers emails to your contacts in response to actions taken on your website or with previous emails. Thus, customers receive emails at the right time and on the right topic.  

This email marketing strategy is gaining popularity among marketers. In fact, MarketingSherpa found 39% of marketers agreed that “automatically sending emails based on triggers” is the most effective tactic in their arsenal for improving email marketing campaigns.  

Not Sure Where To Start?  

Here are three different types of behavior-based campaigns to try.

1) Re-engagement Campaign – When was the last time you evaluated your marketing list? Do you know the engagement frequency of your contacts? You should. A smaller engaged marketing list is better than a huge inactive list any day of the week.

To begin, segment the folks who haven’t engaged with you over the past 6-9 months and stop emailing them. Then, create a re-engagement campaign to confirm these folks are still interested in your content. If folks want to continue hearing from you, great! Keep them on your list. Remove the inactive folks. As a result, you’ll see an immediate improvement to your email deliverability and know you’re talking to the “right” people.

2) Subscription – What better way to start the conversation with a prospect than when they’ve expressed interest in hearing from you.  Use newsletter signups and other “stay informed” inquiries to send the user more information about you or your product.  In this case, a simple auto responder email to each form submission will do the trick. Link to your blog, introduce your team or product to further build a relationship with your prospect.

3) Content Interaction – Perhaps the most personal of all behavior-based campaigns allows you to serve content to your prospect on their terms. There’s no better time to converse with a prospect than in the moment when they are researching and reading through your website. Take this time to engage them by serving up content in response to the behavior they took on your site. Then, create an automated campaign to monitor specific behavior actions and automatically email additional content or offers based on their interests. This campaign strategy is a great way to continue the conversation with potential prospects.

In sales and marketing, we know timing is everything. Help your prospects gather the right information at the right time automatically. Taking advantage of the functions available in your marketing automation tool will allow you to automatically converse with prospects on their terms.

Marla Sokolowski

Author Marla Sokolowski

Marla is an experienced marketing, communications, and project management professional. She leads our marketing automation team to craft email marketing campaigns, develop nurture campaigns and integrate CRMs for sales and marketing alignment. To learn more about Marla's experiences and qualifications, visit our leadership team page.

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