why marketing automation is the future of email marketing
TRANSCRIPT
Marketing Automation is the
of email marketing
But why? What is it exactly?
By
future
It will the way you think
about prospects, customers,
users, leads.
It will the way you think
about your business.
reshape
reshape
Click on
to tweet or cursor links
bird
You
heard it
here
first
Prediction: Within 3 years, any business experiencing
success with online sales will be using
some form of marketing automation.
Image source: Michelle https://www.flickr.com/photos/finbarro/4149140801
Thenand
Now
Gone: one-to-many
Future: one-to-few or one-to-one
This is about:
Personalization, conversion, engagement,
relevance,
results.
Give it
a try
for free
Does
your
software
suck?
Be concerned if:• Your email software doesn’t view an email address
as a person with insights & preferences
• You’re forced to send the same static newsletters
with fixed templates to everyone
• You can only send batch emails to a database
regardless of purchase readiness or viewing history
• You’re using odd hacks and writing external code
to move subscribers around
Drip is
free for
21 days
If you are focused on smarter marketing
and better engagement with your
customers, then
you need marketing automation.
Image source: Cuba Gallery https://www.flickr.com/photos/cubagallery/13002752664
Imagine a better future:• A prospect opens an email and clicks on a link about SEO. You tag her with “seo”
and move her into an email sequence on how your tool can be used for SEO.
• A different prospect opens an email and clicks a link about social media. You tag
him with “social media” and move him into the relevant email sequence.
Customers receive different information tailored to their needs
• A prospect starts a trial of your software and indicates during sign-up that they are
a realtor (not a home buyer, your other audience). You tag them as such and send
them a sequence that focuses on how your tool caters to their specific needs.
• A different trial user creates a new project in your software and you send an email
with tips and tricks with a discount code if they purchase in the next 24 hours.
Trial users are gently pushed to purchase with helpful content
• A web visitor enters his email to download a sample chapter of your cats eBook.
You tag him with “Prospect” and “Cats” and follow-up with cat-specific emails.
• It’s your annual sale. You run a query to find all ”prospects” tagged with “Cats” and
then you schedule an email with a 50% off deal on a cat-related eBook.
More information with which to target your marketing effortsFree 7day
Crash
Course
Guaranteed
to
convert
These are new leads, happy customers,
real sales!
Sound awesome and not sucky?
The purpose of marketing automation is
to engage passive visitors and convert
them to leads.
They are then nurtured with content
and offers relevant to them, when they
are ready to make a purchase.
It has six basic parts…
The futureof email
marketing
1. Email (a.k.a. lead) Capture – Using opt-in forms to
capture web visitors’ email addresses (low touch)
2. Lead Nurturing via Email Marketing – A personalized
email sequence based on their interaction with your website.
3. List Management –Ability to segment your subscribers and
send offers targeted to who they are and what they’ve done.
4. Web Analytics –Knowing what a person is doing on your
website in order to determine how likely they are to buy.
5. Lead Scoring – Scoring how ready a person is to make a
purchase, and if sales needs to follow up (in high-touch sales)
6. CRM – Customer Relationship Management shows sales who
to contact next to close a sale, not much about customers.
One-to-
many
email is
history
Image source: Mohammed AL hobaieb https://www.flickr.com/photos/65170617@N03/7417191910
1. Email (a.k.a. lead) Capture – Using opt-in forms to
capture web visitors’ email addresses (low touch)
2. Lead Nurturing via Email Marketing – A personalized
email sequence based on their interaction with your website.
3. List Management –Ability to segment your subscribers and
send offers targeted to who they are and what they’ve done.
4. Web Analytics –Knowing what a person is doing on your
website in order to determine how likely they are to buy.
5. Lead Scoring – Scoring how ready a person is to make a
purchase, and if sales needs to follow up (in high-touch sales)
6. CRM – Customer Relationship Management shows sales who
to contact next to close a sale, not much about customers.
This is
Image source: Mohammed AL hobaieb https://www.flickr.com/photos/65170617@N03/7417191910
Keeps
the
costs
down
Drip leaves the advanced CRM to tools
that specialize in that area.
Drip focuses on
– from the time they first hit your
website through their entire lifecycle.
email communication &customer management
Marketing
Automation
that doesn’t
suck
Drip is designed for companies with a
low-to-medium touch sales process who don’t do as much one-on-one
selling and have less need for complex CRM.
Drip offers the majority of the benefits of
enterprise solutions, at a fraction of the price.
Image source: Mohammed AL hobaieb https://www.flickr.com/photos/65170617@N03/7417191910
No risk
to try it
out
Drip is ideal for:• Software-as-a-Service providers
• Digital product providers (E-books, online
courses, membership websites)
• Downloadable software
• WordPress plugin providers
• Consultants, folks with longer sales cycles
complex
sales
process
If you need to manage a high-touch sales
process and you need CRM, look to:
But be prepared to pay
$300-$3,000 per month.
But if you just need a
simple, less expensive tool to:
• Capture leads from website visitors
• Nurture them with personalized emails
• Manage lists & send targeted broadcasts
• Do lightweight analytics for better insights
Then consider
Starting
as low
as $49/
month
Simple
Integrated
Easy
Affordable
Drip:• Integrates with many payment and landing page
providers:
• Handles emailing through the entire customer
lifecycle; lead to trial user to paying customer
• Is easier to use and less expensive than complex
enterprise solutions, no up-front fees or contracts
• Does not require you to talk to a salesperson for a
free, 21 day trial. Cancel anytime with 1 click.
• Provides you with blueprints of automation rules
you can implement right away
Image source: Ram Iyer Photography https://www.flickr.com/photos/ram_iyer/5508774483
One-to-many email marketing
sucks.
One-to-few email marketing is
the future.
#GetDrip
Marketing automation will have a
shocking impact on your conversion rate and
your bottom line.
Nurture
EngagePersonalize
- - lightweight marketing
automation software that doesn’t suck.
Personalization. Relevance. Conversion.
Results.
Image source: rxp90 https://www.flickr.com/photos/rgarciacalvo/5360349048