Essence of automation in B2B email marketing
By Zion Rufus
B2B marketers use automation software to automate monotonous tasks that require extended resources. Marketing automation technology allow marketers to automate, streamline, and measure marketing tasks and workflows.
These tasks include emails, website interactions, and social media posting. Marketing automation goes hand in hand with any inbound marketing strategy. In email marketing, email automation is the ability to send timely or action triggered emails to subscribers with relevant information. With automated emails, you can send real-time, one-to-one messages that boosts customer engagement, loyalty, feedback, and retention.
According to Content Marketing Institute, 81% of B2B marketers say their most used form of content marketing is email newsletters and 80% of business professionals believe that email marketing increases customer retention.
Over time, email automation has become essential for B2B email marketing as it helps marketers do more with existing resources and also stay in contact with several prospects and customers at the same time while encouraging high response rates.
Personalized email marketing has been made easier with email automation software which helps in B2B email marketing by delivering targeted messages and nurturing leads through the entire buying process. For instance, if someone signs up for blog updates, they automatically enroll in a workflow that sends them your latest blog posts. If someone fills out a contact form on your website, automated software sends them a confirmation email with a thank you message and the date and time they’ll be contacted.
All data received from customers and prospects are entered and stored into the contact database or Customer Relationship Management (CRM) system. This makes it easy to send personalized and consistent emails, thereby strengthening the communication between the business and the buyer.
The marketing automation system will recognize what the customers and prospects are interested in, who they are, where they are, and how each contact has interacted with the company’s website. You can then interact with those individuals based on which pages they’ve looked at, which articles they’ve read, and what actions they’ve taken on your site.
Email automation helps B2B companies drive leads and cultivate business relationships as online audiences will receive consistent news update from the business without manual interference.
B2B email marketing automation can improve lead generation and lead nurturing. Most importantly, it can increase sales revenue and improve customer engagement.
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