Thanks to technological advancements, it is now possible to take advantage of marketing automation . A relatively new term, it refers to all the tasks performed regularly that can be automated using computer programs . This is particularly true of email marketing for sales prospecting .
Digital marketing plays a crucial role in the strategy development of any business. The digital channel allows you to reach a wider customer base while eliminating geographical barriers. However, when using marketing automation , the goal is not to become intrusive with consumers. Here are 5 tips for a successful campaign!
Classify your customers according to their specific characteristics
In marketing automation , the most common mistake is scheduling the sending of a generic email to all your contacts at predetermined (and often arbitrary) intervals. While this technique does save valuable time, recipients are likely to be unreceptive. The reasons? Too much intrusion, an outdated approach, a lack of consideration for their needs, and so on. Ultimately, it seems pointless.
Take the time to truly understand your customers and determine their needs! You wouldn't send the exact same content to a customer who's about to buy your product as you would to one who's just starting to learn about it. The technique of maintaining good contact with your prospect is called "lead nurturing ." To implement it correctly, you'll need to consider: the stage of the buying process , their interests , the optimal time to send emails, and the content itself.
Create a specific and user-friendly email
From now on, say goodbye to emails filled with text boasting about your product! Keep in mind that, on average, your prospect will only spend a few seconds looking at your content (they're already busy enough). Therefore, you need to make it appealing, using attractive visuals and clear illustrations. Also, use calls to action to redirect readers to your page with a single click! This will further simplify the buying process.
In any case, the goal isn't to showcase a parade of colors. Instead, hire a team of graphic designers who will create something simple yet captivating at first glance. However, beyond the polished visual aspect, you mustn't forget to highlight the message chosen for your communication strategy . Yes, indeed! Emails must adhere to a strict editorial line
Track the performance of your emails
The main advantage of digital marketing is the ability to quantify the performance of your email campaign . By including calls to action to your website in your emails, for example, you can track whether the number of visitors has increased. Therefore, to accurately assess your performance, it's essential to set SMART goals and monitor whether they have been achieved. If you fail to meet these goals, you'll need to quickly adjust your approach and adapt your communication strategy to better meet the expectations of your prospects. In addition to the number of visitors, pay close attention to open rates, click-through rates, and unsubscribe rates!
To do this, you'll need to go through a testing phase before using marketing automation for your end prospects . Target a specific group of testers to whom you'll send an initial draft of emails, and observe their behavior! It's essential to ask yourself four questions : "Does my content offer added value? Did my prospect understand my message? Is their content specific enough? Did I send my message at the right time?"
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Optimize marketing emails for mobile devices
According to a study on consumer browsing habits, mobile phones are now used more frequently (42%) than computers (38%) and tablets (7%). Naturally, this will largely depend on the age of the target audience, as older people are more resistant to change.
Therefore, you must ensure that your mobile marketing email is visually appealing and encourages users to read to the end. Also, when the prospect is redirected to your website , remember to do the same for them. Make sure the sections are ergonomically arranged so that the user doesn't get lost in a cluttered environment. The experience should be just as high-quality as on a desktop computer.
In practical terms, this will require the services of web developers who will be assisted by your marketing team . These two groups must work together seamlessly, as the developers will handle the technical aspects (setting up the website), while the marketers will ensure that the company's strategy is properly implemented.
Send your emails at the right time
This deserves special attention, as the timing of your email is often crucial. You don't have to set a single time for all your contacts. As mentioned earlier, segmentation will be necessary for better results.
First and foremost, clearly separate your individual (B2C) and business (B2B) clients! Business clients will generally be more available at 10 a.m. and 2 p.m., except on Mondays and Fridays. The beginning and end of the week are typically reserved for management meetings. If these meetings are regular, they are likely to take place before lunch (11 a.m.) or in the mid-afternoon (3 or 4 p.m.). For individual clients, the ideal time is harder to pinpoint, as the target audience may include students with more flexible schedules. You can conduct a brief survey about their web browsing habits if needed.
Having a database of your prospects will allow you to create a climate of trust, where they will know that you care about their needs instead of just thinking about your financial gains. The more reassured a prospect is, the faster they will become a regular customer.
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