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Email Automation with Personalized Communication

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Email Automation with Personalized Communication

by Robert Nance December 20, 2017

(For an introduction to automation, please see What Is Marketing Automation?)

When marketing automation is applied correctly, the software’s features are extremely beneficial to businesses. And one of these key features is email automation, which allows an agency to appeal to potential customers by sending relevant information that specifically appeals to the lead’s interests.

Study after study shows that this type of highly personalized and tailored communication has a much higher conversion rate than traditional, primarily irrelevant email blasts. It’s no wonder that a custom approach increases conversion rates; after all, the lead finds the information relevant and helpful. In addition, the more personalized communication allows a salesperson to bring the lead down the sales funnel in a natural, organic way.

The Problem with Sending Mass Emails

Email Service Providers (ESP) use the concept of mass emailing to constantly contact prospects with irrelevant information, all just to remain at the top of the prospect’s mind. Basic email service providers like Constant Contact can only send mass emails that treat everyone the same. This type of one-size-fits-all, largely irrelevant email is (correctly) called spam. And today’s prospective buyers find spam to be a turn-off.

In contrast, personalized email messages improve click-through rates by an average of 14%, and conversions by 10%.
ESPs cannot target a lead’s specific interests because they lack the ability to track a prospect’s “beyond the click” behavior. “Beyond the click” is a marketing automation feature that uses behavior-based tracking to automatically segment leads and then send information that is relevant to each lead. And segmenting is vital to any email marketing strategy.

The Importance of Segmentation: A Case Study

Marketers have noted a 760% increase in revenue from segmented campaigns. – Campaign Monitor

Segmentation has produced incredible results for many businesses. For example, HiveTracks is a cloud-based tool used to monitor and maintain beehives. They opted for marketing automation in order to segment their customers, nurturing each group with the right content and at the right time.

The email segmentation plan employed SharpSpring’s software on Push Marketing’s marketing automation platform, with impressive results:

  • Created robust profiles for all of its customers for improved target marketing
  • Increased engagement rates from 5% to 40%
  • Generated a tenfold increase in conversions from free trials to paid accounts

Without question, HiveTracks has been able to significantly boost engagement and increase revenue by using automated segmentation. Their full case study can be found here.

Marketing Automation Levels the Playing Field

Once upon a time, only the largest companies had the ability to achieve these types of results. Marketing automation changes the game and levels the playing field for businesses of all sizes. And with cost-effective solutions like Push Marketing and SharpSpring, marketing automation and its many benefits are more attainable than ever before. That’s great news, because marketing automation will help drive more leads, convert those leads to sales, and optimize marketing send. That’s a winning combination for any business.

Don’t forget to check out other posts in this series:

Push Marketing Introduces Advanced Marketing Automation 
What is Marketing Automation?
Marketing Automation: Why It’s Essential for B2B Businesses
The Benefits of Marketing Automation for B2C Companies
After the Click: Behavior-Based Email Tracking
Email Automation Through One-To-One Conversation

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