We’re all familiar with the power and ROI of email marketing. The last published statistic we found was a 4300% return on investment. Those are some pretty big numbers that should make you sit up a little straighter in your chair!
With the growth of social media and the constant noise in everyone’s inbox, it’s important to make sure when you’re sending an email, that it not only delivers extreme value, but also that it’s personalized to the user and sent at the right time.
Lots of ESP’s (Email Service Providers) like MailChimp and Constant Contact are great for sending out emails, and even personalizing the experience, but automation and tracking the lead to a sale become near impossible.
So what’s a behavioral based email?
An example would be a lead coming to your website, filling out a form (let’s say for a free downloadable resource) then based on what the visitor does next on the website would determine what emails they get next.
For example, Chris is looking for a full service lawn care company to handle flowers, weeds and monthly maintenance of their lawn. He first comes to the site and maybe gets a prompt to enter his email to receive their pricing.
Chris then visits speciality pages for weed control, landscaping and lawn maintenance. Because the lawn care company is using smart automation on their website and Chris visited specific pages, Chris now gets an email with a coupon when he signs up for all three. Would that have been relevant if Chris was only interested in monthly lawn maintenance? Maybe. But, what if I told you that the sales manager was also notified once this email went out and alerted him there was a new highly qualified lead for all three of these services based on page visits?
You can also tie this lead directly into a sale, and see what his online journey looked like, before he closed into the sale, and what source (SEO, PPC, direct traffic, organic search, etc.) he originally came from. (more on that here.)
This ties marketing directly in with sales, and gives you the opportunity to send out highly customized emails, based on the users activities. No more mass emails that are irrelevant and that get deleted just as fast and they slide into an inbox.
To get started with smart emails and marketing automation, there are lots of options like Hubpsot, Pardot, Marketo, InfusionSoft and Act-on and SharpSpring that can all do this. The best think to do is to compare prices and features, then make the investment into an automation platform that can help you do effective marketing automation.
Our recommendation is SharpSpring, not only because it’s about 1/10 the price of the other competitors and there’s no annual commitment, but we at Steadfast have been using it for over a year for ourselves and our clients, and we’ve been thrilled with the results.
We’d be happy to walk you through some of the features to see if it would be a good fit for you.
(Also if you sign up through us as agency partners, we’ll get you better pricing than through the SharpSpring website, so make sure to check out the SharpSpring website, but then navigate back over this way to sign up!)
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