Why Use Marketing Automation

Why use automation and email marketing?

Standing out in today’s email landscape has never been more difficult — or more rewarding.

In 2019 293.6 billion emails were sent each day. And that number is expected to rise to 347.3 billion daily emails by 2022.
With the average user receiving 121 emails a day, you might be tempted to think that all the work it takes to cut through the noise isn’t worth it.

But, in 2019, the Direct Marketing Association reported a 4200% return on spend among 197 surveyed marketers. That’s $42 return on every $1 spent. This wasn’t accomplished by just sending more emails and seeing what sticks. Fewer emails than ever are reaching the recipient’s inbox. This incredible return was accomplished by sending smarter, more strategic emails and using the best marketing automation strategies.

Don’t leave money on the table.

What is marketing automation?

Marketing automation is the use of a software platform to automate repetitive marketing tasks. These platforms are typically associated with email marketing but can also automate tasks within lead segmentation, lead scoring, and sales processes.

As you visit sites and engage with companies online, your actions are most often recorded and segmented so the company can help you along the buying process effectively. If you visit pricing pages, download eBooks, subscribe to newsletters, and more, you’re helping the company understand who you are and how they might earn you as a customer.

Using these platforms and segment information, a business can send valuable, relevant information to customers at the right time in their customer journey.

What are the benefits of marketing automation?

Marketing automation is an incredibly versatile tool that can help your business accomplish a variety of goals. Automation can help you optimize and shorten sales cycles, lose fewer leads, deliver segmented content to unique audiences, and more. Below are some of the most common benefits that businesses can see from an effective marketing automation strategy.

What email marketing can accomplish:

• Attract and build a list of leads and potential customers
• Automate repetitive tasks like rescheduling and abandoned carts
• Automate CRM tasks like lead status, customer type, and buyer stage
• Provide timely updates and promotions directly to interested buyers
• Nurture and propel leads through the buyer’s journey
• Build and nurture customer relationships through timely and helpful content

Customer Relationships and Automation

Customers today have a variety of choices for every product and service, and it’s never been easier to share customer experiences online. 84% of customers state that they trust online reviews as much as a personal recommendation. Considering how much rests upon your customer reputation, it’s more important than ever that you manage that relationship proactively and effectively.

Marketing automation software can help you build a quality reputation online by serving your customers in a timely and efficient manner.

Some of the ways automation can help manage customer relationships:

• Sending thank you and confirmation emails after subscriptions and purchases
• Sending customers relevant FAQ content after they’ve made a purchase
• Reminding customers promptly about scheduled maintenance or other time-centric concerns they might have
• Emailing customers review invites at a specific point in the buyer’s journey
• Emailing customers if they visit critical pages such as cancelation or complaint pages

What are marketing automation platforms?

Choosing a marketing automation platform can be overwhelming. There’s a significant variety of choices with different features and prices. Some platforms are all-in-one and can host your entire marketing and sales automation strategy. Some are small and will help you manage essential email campaigns and tasks. What’s more important than any one specific service is that you choose one that fits with your company’s short and medium-term goals.

Switching from platform to platform is an incredibly time-consuming task. We strongly recommend choosing a platform that will meet your needs not only today but years down the road.

Popular Automation Platforms

• HubSpot
• Marketo
• ActiveCampaign
• Drip
• ConvertKit
• Infusionsoft

How do you get started with marketing automation?

If you’d like to learn more about how marketing automation can help you and your business, and how to get started, you can read more from our eBook on the marketing automation fundamentals.

If you’d like to speak with an Epic Marketing representative about being your trusted email automation partner, fill out the form at the bottom of the page, and we’ll get in touch!