When it comes to modern marketing, modern buzzwords come and go but automation has been around since at least the 1990s. Here’s why it’s so important and what it can do for you.
It Increases Productivity
One of the best reasons to adopt marketing automation software is because it increases productivity. You can pre-load marketing emails and send them out for each prospect on a timed schedule, based on specific activities or “triggers.”
For example, you could send out an email immediately when someone signs up to your email list. Then, send followup emails when they open up that first email.
You could also send a different email if the first email is never opened.
This eliminates a lot of manual work and keeps pushing the prospect forward in the sales process. A prospect that doesn’t open all of your emails might feel overwhelmed by the number you’re sending back, so you can trigger a reduced email campaign based on user activity.
You could also increase emails if a prospect opens up all of your emails and always clicks on links inside of them.
This way, the prospect controls the flow of information, and your salesmen aren’t beating their heads against the table trying to figure out what prospects want. They tell you what they want, and the whole thing is automated.
It Improves Your Workflow
A good lead management system improves workflow. By automating key tasks like email followup, you can focus on more important things, like interacting with “hot” leads and solving problems for high-probability prospects.
You can also reduce the number of leads that slip through your fingers. As your business grows, it will become harder and harder to manage a large number of leads manually. You’ll need help, and lead automation streamlines the sales process for you, reducing your workload.
It’s Channel Agnostic
Automated systems that are server-based are channel agnostic in the sense that they can be used in a variety of marketing platforms, from CRM tools, to social media, to traditional email.
It Increases Revenue
Automation directly impacts revenue because you’re able to do more with less time commitment. Automation tools let you skip repetitive tasks like sending out the same email to the different prospects, following up with a lead that isn’t ready to buy, and automating the sales and educational process.
You spend more of your time closing leads, which means you make more money.
You Can Prove Your Marketing
This is a huge benefit to sales automation. Because you’re using online email and tracking, you can measure the effectiveness of your marketing pretty easily. Metrics like open rates, clickthrough rates on links inside of emails, read reads, and time spent reading your email are all basic metrics that give you deep insights into what’s going on in your prospects’ heads.
For example, if you send out an email and only 50 percent of the recipients open it, and assuming that you have 98 percent deliver ability, it means that the subject line isn’t strong enough to get people to open your email.
If you have high open rates but people aren’t clicking on the links in your email, you’re not presenting a compelling enough offer for them to click.
Knowing these kinds of things can help you tweak your emails to improve response rates.
Mike Travis occupies a senior role as a marketing executive. He enjoys sharing his insights with an online audience and has written for a number of different websites on the subject.