It’s a fancy word. Each time you hear it, you yell, “I’m going to do it.” Hello, the last time you made that promise to yourself, have you stepped out to give it a shot?
When you automate an aspect of marketing, you need to move on to the next one. And make sure that it fits into the system.
But while you’re at it, don’t forget about mobile.
Because the truth is, your customers are “mobile” – you have to be “mobile”, too.
In today’s article, I want to show you how to do marketing automation – with the consciousness of your customer’s mobile state of mind.
Truth is, you have a chance to build engagement with potential customers using content marketing. Engagement will drive up revenue.
All you need is patience. According to SalesMANAGO, “75% of companies using marketing automation see ROI within 12 months.”
If you flash back to 2011 when marketing automation went mainstream, as a result of new software and improved technology, you’ll agree with me that your success depends on two important factors:
- Huge customer contacts (i.e., big email list)
- Scheduled follow-up emails (aimed at hammering your product’s benefits, and getting the orders)
Pause. The days of collecting customer contacts and sending follow-up emails, without understanding what led users to your site or landing page offer in the first place are long gone.
You need to think again.
So, let’s briefly explore 3 proven tactics shared by Grzegorz Blazewicz, CEO at SalesMANAGO at The International Ecommerce Day Conference.
1. Develop automation plans with mobile in mind
This might not be the usual way of doing it, but it’s necessary now, in the mobile era.
The marketing landscape drastically changed in 2014.
In her words, “Mobile to overtake fixed Internet access by 2014,” Mary Meeker, an analyst at Kleiner Perkins Caufield Byers, was right.
It’s no longer a case of arguing whether or not mobile internet usage trumps desktop. Here’s the chart:
To better understand how marketing automation works in 2016, and how to turn mobile visitors into customers, here’s the summary:
- Study your market
- Get customers’ contacts
- Understand mobile user behavior
- Segment your list (based on the device customers used to sign up to your list)
- Send targeted follow-up emails
- Measure mobile Vs. desktop engagement
If you plan your marketing with a “mobile state of mind”, then it becomes easier to develop successful marketing automation strategies.
2. Tailor your message to the user’s behavior
There is nothing fancy or complicated about online marketing.
Here’s the ultimate question that you need to answer: “Is my message tailored to customer behavior (for both mobile and desktop users)?”
If you’re a marketer and you need to create messages, but you create them for you, and not for your ideal customers, they may not even take you seriously. Remember that it’s about them, not about you.
Your professional title doesn’t solve the customers’ problems, neither does it provide good customer service.
The only thing that your target audience is concerned about is whether you have the ability to proffer solutions to their problems or not. Period.
Do you deliver dynamic content that appeals to customers, regardless of the device they’re using to access your site?
That should be your greatest drive.
Funny enough, both marketers and consumers don’t regard marketing as a worthwhile profession as the graph below shows.
Now, let’s paint a picture:
Most marketers believe that having an email list is critical to their success. And they’re right.
In the Software as Service industry, it’s a good tactic to start with a single list and grow it until you have the capabilities to do segmentation. But in the eCommerce industry, businesses cannot afford to have a single list.
They miss a point.
Ecommerce marketers should answer this question:
“Does the quantity of the email list matter more than its quality?”
If you’re from the eCommerce industry, don’t rush and answer that question. Ponder over it. Because a proper understanding of this would further guide you when automating any aspect of your marketing.
To clearly answer this question, SalesMANAGO has exclusive data to guide us.
If you study the chart critically, you’ll notice a leap in the open and click-through rate on one side.
Just for the records: when the standard newsletter was sent to more than 10,000 contacts, it produced a measly 4.8% CTR and 13.83% open rate.
But it gets even better in the second bar.
Because it involves dynamic email. By the way, a “dynamic email” plays the same role as an adaptive content.
Dynamic email is simply the type of content that appeals to both desktop and mobile users. Honestly, this is one of the most powerful ways to personalize the user experience, no matter the niche.
Using dynamic emailing, plus tailored emails sent after a subscriber left the website, can produce higher open rates and CTRs. With traffic coming from email, you can optimize your website to convert a big part of the visitors.
For instance, you can show pop-up overlays across the website based on the user’s behavior from the past. It will help you become relevant with your offers because they are based on data collected in the past.
A few important points before you read on…
1. Dynamic email: It’s an email that is ready for any device. You have to optimize your emails for mobile because it’s a different experience.
2. Tailored content: This is the type of content that helps the user achieve their goals. When people come to your site or page, you already know they have a definite objective in mind.
If you don’t ask your customers, or find a way to pinpoint these bugging questions or challenges, you’ll blindly produce content that isn’t tailored to meet their needs.
You should use a different approach.
There are a few marketing automation tools that help streamline these processes. SalesMANAGO is one of them. For collecting user feedback and optimizing your websites for both desktop and mobile traffic, Omniconvert is here to help.
3. Use timing in marketing automation for better results
Like optimization, automation is far past being a static method of achieving growth in business.
You’ve got to understand that the core reason why most small and midsize businesses don’t get dramatic results, even though their campaigns are optimized for mobile user experience, is the lack of effective timing.
In this mobile age, timing is key.
In the real life, time is a precious resource. It’s the today’s world currency. If you would possibly trade any other thing in order to understand when your ideal customers are mostly active, go ahead and do it.
According to recent data, “personalizing your email content and sending it at the right moment can significantly improve customer engagement on your site.”
Email marketing is far past being a static channel, and real-time dynamic emails are adding the competitive edge today.
A lot of eCommerce companies ignorantly continue to send static email newsletters and achieving poor results.
On the flip side, these same companies can gain a lot if they start sending strong dynamic emails.
In all, learn to use real-time data to present your products and services in a personalized way on desktop and mobile.
Because, if your customers are already pre-sold, and have passed the consideration phase of the buying cycle, capitalizing on “intent” will increase your sales.
As usual, I would like to hear from you. How has the mobile explosion influenced your marketing automation decisions?