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From Email to Marketing Automation: Making the Switch
By Alessandra Ceresa
At this point, I think we all have experimented with email marketing, and some of us swear and live by it. Email marketing is an asset to any business employing this as part of their overall marketing strategy. In fact, let’s start this off with a not so little statistic.
“Email is 40 times more effective at acquiring new customers than Facebook or Twitter” – McKinsey
Um, hello? 40x is not a small number. I am certainly NOT discrediting Facebook or Twitter because we actually generate quite a few leads from those platforms, but I do want to emphasize that for most businesses, email is a significant lead generation tool.
However, when we bring marketing automation into the mix, here’s a few stats we found:
56% of companies currently use an email marketing provider and are 75% or more likely to be purchasers of marketing automation software over the next year. – VentureBeat
Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns. Automated email campaigns account for 21% of email marketing revenue. – DMA
These statistics indicate that companies are actively looking for ways to improve their marketing efforts and overall customer experiences.
Unlike traditional email, marketing automation allows you to employ what marketers like to call lifecycle marketing. This means that the right content is sent to the right person at the right time during their buying process. Messages are personalized and only deliver the most appropriate information for that stage in the sales process. It also allows you to send customized offers and other content based on their particular demographics and behaviors.
Marketing automation also allows you to efficiently and effectively bring other channels into the mix such as social media, online live chat, events, and more, while streamlining and improving your sales and marketing processes. Not to mention, it gives you great visibility into how all of your channels and efforts are converting your leads into clients and inspiring engagement.
To put simply, marketing automation maximizes your performance while minimizing your effort. Sounds great, right? So, how does one successfully transition from email to marketing automation?
Another key reason to implement marketing automation? It significantly improves collaboration on your team resulting in happier employees and ultimately a better customer experience.