Marketing automation platforms can deliver great results, and the key to success is using the right campaign, striking the balance between one that’s a little rigid and one that’s so complicated that any expected returns aren’t worth it.
So the key is to create relatively simple campaigns that are also very effective. In that case, marketing automation tools can deliver results that seem magical.
Here, we look at five marketing automation campaigns that are so effective they should promote you.
Marketing automation campaign no. 1: proper monitoring
Imagine someone downloading content, requesting information, or registering for an event. Your first campaign is the sequel. This is one of the most basic marketing automation campaigns, but also one of the most important.
You must send at least one reply email, preferably a string. Most importantly, add value by including information about why the person signed up or filled out the form. This will give you a good indication of the topics the person is interested in and perhaps even the issues associated with the role the person is facing.
Any email should also try to move people from one stage to another, from awareness to interest, from interest to desire, and a desire to action. Your follow-up offer should include content appropriate for people who were a little further along the path to customers and a little closer to the decision.
When should you send this email? AS SOON AS POSSIBLE.
Marketers think that anyone who fills out a form and downloads a white paper will read it for weeks, but that’s not the case. Don’t be afraid to take a short break between subsequent emails.
Obviously, the only way to identify the most effective interval is to test A/B shorter or longer intervals between emails to see which one gets the best response.
Marketing automation campaign no. 2: warm-up directions
There are many ways to retrieve cold clues, but essentially it’s an answer that suggests the prospect is still interesting.
You can simply ask if they are still interested and give them a chance to be removed from the list if they are not. You can offer them a content offer or other rewards for keeping in touch.
A good trick is an email that just says, “Where are you?” At Napier, we use this email very successfully.
Another option is to make an appointment. The idea is to say, look, give us one last chance. This approach usually triggers some actions from the contact.
“Email termination” is a great way to get people involved one last time.
Marketing automation campaign no. 3: newsletter
It might be a surprise to include newsletters in a list of campaigns that promote you. Many people think they are out of date. But one of our biggest sources of new customers is our newsletter, which needs to be emailed regularly after submission.
A good newsletter requires good content. Let’s say you’re trying to reach engineers in the electronics industry; you’ll get good results if your newsletter has content relevant to these engineers if you have a good database, and if you send the content they want to read.
Creating a newsletter regularly requires good, strong, and engaging content, but it’s definitely a marketing automation campaign that you can promote.
Marketing automation campaign no. 4: Eliminate the pain of event detection!
Event tracking is a dirty secret among marketers and attendees alike, as most sellers hate cold tracking bags, especially if they haven’t even met the person and simply don’t care about all the leads.
Marketing automation can be a great follow-up campaign. Use a few emails to thank people who visited your booth and casually ask if anyone has an immediate need.
When people come back to you, it’s a great way to get salespeople’s attention without having to provide a long list of people who “maybe, but probably won’t respond.”
Marketing automation campaign no. 5: Customize mass campaigns
This is the email with the sales link, which can go unnoticed if you use automated marketing tools. The goal is to create emails that don’t look like marketing emails.
They don’t need to be in HTML. It’s not about appearance, it’s about making it personal. Give the person a name and immediately match the seller’s name.
Complex logic is needed at the back of your marketing automation system to ensure that all leads created in your database are assigned to the right person so they receive an email from the salesperson who works with them. But it’s definitely worth it. Writing a personal email will have a much higher response rate than sending a standard marketing email.
It’s also important that recipients can easily schedule a meeting or call if they want. Most marketing automation systems provide a scheduling tool.
Copywriters expanded the content and added a lot of information and value. They knew that the person they emailed would be interested in Wistia because the person had already signed up for a free trial. All the extra information increased engagement and made the Wistia onboard campaign more effective.