Email Marketing automation. So much promise, so many overpriced tools.
You’ve scoured the internet for something designed for you…software that allows you to send personalized email campaigns to the right person at exactly the right time.
The question is: why are the tools in this space so ridiculously expensive and, adding insult to injury, so hard to use?
Maybe you’ve tried one of the big marketing automation players and you’re exhausted with their clunky UI or lack of new features.
We have a really nice and easy to use tool we use.
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P.S. Real information to help you make the best choice.
Marketing Automation is the Future of Email – (A Free Crash Course)
There are many definitions of marketing automation, ranging from sending a few targeted emails to soup-to-nuts automation that costs $2k/month or more. What suits you?
So let’s start by giving you a look at the most common definition of marketing automation, then we’ll narrow down from there. Here are the six key elements:
- Email (a.k.a. lead) Capture – Accomplished using opt-in forms that run from a single field (typically email address) in low-touch sales to 15 or more fields (name, company, email, phone, job title, size of company, etc.) in high-touch/enterprise sales scenarios.
- Lead Nurturing via Email Marketing – Sending a personalized sequence of emails to educate and build trust. Often the emails and sequences are chosen based on that person’s interactions with your website.
- List Management – The ability to segment your subscribers and send offers targeted to who they are and what they’ve done.
- Web Analytics – Usually integrated into lead scoring (the next bullet), it’s helpful to know what a person is doing on your website in order to determine how likely they are to buy. For example, if someone downloads 3 reports and attended a webinar, they are more likely to buy than someone who only signed up for blog updates.
- Lead Scoring – Provides a score, often 1-100, on how ready a person is to make a purchase. In high-touch sales, higher scoring leads are typically assigned to sales agents who make phone calls and send one-to-one emails.
- CRM – Customer Relationship Management which, contrary to its name, typically has nothing to do with “customers” and everything to do with following up and closing a sale. This is the section that shows a sales agent who to contact next.
As you’d expect, some marketing automation software offers more features than the above (often when their core software is not yet fully-baked). So you may see additional elements in marketing automation software that we won’t include in our definition, such as landing pages and online shopping carts.
The core purpose of marketing automation is to engage and nurture leads over a period of time, until they are ready to make a purchase, then (in high-touch situations) handing the lead off to a human being to close the sale.