Do you know your industry benchmark for email open rates?

Author: Arun Pillai

Double yours with ‘walkaway’ prospects and email automation

For digitally savvy marketers, losing customers is unthinkable. Email automation has turned the revenues northwards for their efforts. They use the best practices, keeping an alert eye on the industry benchmark to remain ahead. When customers are not alienated, good impressions bring better prospects. Were you aware that welcome email matters more than regular promotional newsletters? The communication keeps the customers engaged and responsive. And this is the result of smart usage of marketing automation tools.

Continue reading as we offer practical outlines to make a difference in the next campaign you will create. Plus, get to know some cool email templates to make the content impressive. It helps B2B, SMEs and even individuals to communicate effectively for better sales.

Faring against competitors

Cannot depend only on MA tools

In some industries, the competition is very stiff due to fewer margins. The efforts to remain in business are constantly stacking up for marketing teams. They not only have to track the customers but also the closest competitors. As new digital marketing tools appear, they offer advanced systems for a host of things required to be updated and meet the industry benchmarks. Merely deploying MA tools is not the answer. The automation software needs to be utilized in the best possible manner. Technology has to be supplemented with other techniques to get walkaway prospects into the radar. The lead nurturing also brings a great disconnect which needs to be addressed. For example, those who have succeeded with a lead nurturing have devised methods to develop it rather than just depend on the software installation.

A campaign begins and closes – its course is very fixed in nature. But the content update continues to engage people. It is done with newsletters and letting people know you are around even after the campaign is done with. Successful competitors tend to keep in touch with customers with responsive emails long after the launch is over. How are you faring against them? Does this make you think why some prospects have gone cold after an initial interest?

 Add professional advanced features

Tweak communication channels

Marketing automation has come a long way, especially for B2B marketing companies. They have been able to increase subscriber engagement making the software more useful. When they add additional professional advanced features, they are assured of continuous responses. When you are into 100% email marketing what could be more important to your initiatives?

Take a look at this chart.

Key takeaways:

1. Repetitive emails suck and bore the recipients. Before they lose interest, keep tweaking the email copy.
2. Have a solid welcome email template for each new campaign. Since first impressions are a big deal, ensure that the right template is chosen. B2B email list companies have a choice of several customized layouts and designs. The template should have a link to support the open rate. It connects to Twitter, like a bonus.
3. Implementation is the next key. Autoresponders are just a part of the system response. When new subscribers are added, make the welcome note more personal. Introducing yourself is as important.
4. Sharing other useful blog posts add to the equation and impression. If you have white papers, case studies, and social media options add them. Diverse online platforms keep people engaged. It means that you are not self-promoting but giving value to the content matrix for the readers to enjoy. It widens their perspective. And, you have got your walkaway prospect with these efforts.
5. Company news matter to B2B clients. They want to know how others are faring. Emails shout out the updates and no one will want to miss out.