Have you heard the buzz about marketing automation but you aren’t exactly sure what that means? I’ve been getting this question a lot recently, and honestly, I think that it means something a little different to everyone.
At a high level, marketing automation is all about – you guessed it – automation! The idea is that automation will save you time by automating repetitive tasks while also creating more effective marketing campaigns, both which lead to increased revenue. Marketing automation technology makes it easy for you to manage the segmenting, personalization, and timing to create a customized email experience for your audience.
How does it do this? Well, there are two parts really: the technology and the plan.
Here are some of the ways marketing automation helps efficiency and effectiveness:
Automated campaigns allow you to easily manage the workflows and logistics of everything from simple drip campaigns to complex, multi-step campaigns. Automated campaigns such as dues renewals and pledge reminders or event campaigns and welcome programs – and everything in between – are proven to perform better than traditional batch and blast messaging because of the relevance of the content and precision timing.
Advanced targeting enables you to engage members and donors by creating stories and messages that talk to them not at them. With targeting tools like engagement and lead scoring, website page tracking, personas, campaign automation, and database integrations you can develop a deep level of email targeting.
Marketing intelligence gives you insight into performance and trends so that you can make more strategic decisions both on your marketing campaigns and in your operating plans. The reporting with marketing automation technology gives you powerful information such as multi-channel engagement and lead scoring and campaign performance and response rates so you can prove ROI.
Integrated systems and marketing channels transform you into a marketing machine. Marketing automation integrates your email, website, database, and analytics to strengthen your messaging and make managing marketing operations easier.
For a long time marketing automation has been a luxury of big B2B companies because not only has marketing automation technology been costly, but it can be difficult to implement as well. Many organizations often find out the hard way that marketing automation is more than just technology. Marketing automation technology without the right foundation can be a recipe for disaster, leading to more headaches than time savings and more mistakes than targeting.
That’s why I am so excited by the new marketing automation features in Informz! Finally, associations, nonprofits, and other organizations will be able to achieve the enterprise-level marketing sophistication of the big guys, with an easy-to-use platform that is backed by tried-and-true services and support to show you the way. We give you the technology AND the plan.
We’ve developed a recipe for approaching your marketing automation plan. Here’s the idea:
And now for my shameless plug – my colleague, Viv, and I are presenting a webinar that explores this in more detail. Join us on November 13 at 2pm US ET to find out what you need to know to create a strategy to customize the email experience for your audience and set you on the path to success with marketing automation. You can register for the webinar here.
So if you are exploring marketing automation, don’t make the mistake of investing in the technology without the plan to successfully implement. We’ll be talking about this more in future posts, but if you have any marketing automation lessons learned to share, please leave them in the comment below!
As we enter this haunted season filled with tricks and treats, now seems like an appropriate time to discuss scary emails. Haunted houses are intended to be scary. Horror movies like Friday the 13th are supposed to scary. Emails really aren’t supposed to be. Here are some scary email mistakes I’ve witnessed that have spooked subscribers.
It’s likely that your templates incorporate different fonts between any language in your header and what appears in the body of your message and that’s fine. However, there’s nothing much more terrifying than seeing a single story that uses several different fonts.
The example above looks like someone designed this email with a hatchet, hit the send button and left their audience with the aftermath. Don’t be that email marketer.
All the cool kids know that people are using mobile devices at an unprecedented rate to read their emails. That’s where responsive design enters the picture – it adapts to the dimensions of the screen the message is being viewed on.
Here’s the issue. Once you’ve taken the (wise) step of going responsive, you run the risk of freaking out your readers if you don’t use the HTML 5 Doctype. That’s because if you don’t use this doctype, your email is no longer responsive. This could easily result in a large drop in opens and clicks and worse yet, and increase in unsubscribes.
Luckily, this is an easy one to avoid, but accidents do happen. Just make sure to keep your signatures professional, not like the one below.
Surely you’re very fond of your members and the feeling is likely mutual, but a Freudian slip like this could send your readers running away screaming. Take this as a friendly reminder to proofread your messages before publishing them.
What other email miscues do you find frightening?
The Informz team has grown a lot this year (but we’re not done yet!) and there are several new faces around the office. Today we’re chatting with Amanda DeLuke, a new eMarketing Advisor on the Client Services team.
My title as an eMarketing Advisor allows me the opportunity to build relationships with clients, guide them on using our system, and advise on best practices in a fun, fast-paced environment.
I’ve been with Informz about a month and a half now and look forward to being here for years and years to come!
My favorite part is the interaction with the clients; I love to make their day just a little bit brighter. The other thing that I enjoy is the sense of accomplishment you get with each day. I always find myself creating mini-goals to attain and when they are completed; it’s a great feeling! There is one other thing that I love, it’s the people I work with. I really feel appreciated as an employee and I’m part of an amazing team!
Unique, fun, and evolving.
I don’t know if the average person would describe “endurance mountain bike racing” as a vacation, but I have to say that when I went out to Colorado for the Leadville100 MTB race, it was the most amazing experience I’ve ever had. I couldn’t even begin to describe how beautiful, breath-taking, and fun it is to ride your bike out there. I would also have to say that skiing in Switzerland was a pretty close 2nd when it comes to the best vacations!
Definitely my husband. There is always some type of outdoor adventure we’re doing together; whether it be skiing, cycling, rock climbing, etc. Plus, it helps that he is always making me laugh too! I would never feel stranded!
Some of my life goals would be to ride my bike across the country for a cause, backcountry ski the Haute Route in the Alps, and hike the Appalachian trail. None of them are planned just yet!
I probably already named a few above, but I love to mountain bike, ski, rock climb, run, hike, dance, make crafts, cook, read, yoga and play the saxophone.
When measuring email engagement, click rates aren’t the only telling metric that help determine how engaged a subscriber was with an email. Open duration tracking tells an important part of the engagement story, too. This month’s data spotlight relates to open duration, or the amount of time a subscriber had your email opened.
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Informz has the ability to track open duration and then categorize it into three different buckets: read (the email was opened for more than 10 seconds), skim (opened for 3-10 seconds) and open (opened for less than 3 seconds). It’s every email marketers dream to fall into the first category — read — and the 2014 Association Email Marketing Benchmark Report findings show really great news. The vast majority of subscribers — 63.60% — are spending more than 10 seconds engaging with your email.
If your subscribers aren’t falling into this category, here are a few questions to ask yourself:
The more relevant your content is and the better it displays for the recipient, the better your chances are for email engagement. For more association email marketing benchmark numbers, download the 2014 Association Email Marketing Benchmark Report or check out other data we’ve highlighted so far this year:
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