Emails are a great way to build brand awareness and create ongoing contact with prospects, but sometimes they don’t score too high on the effectiveness scale. This blog discusses 4 ways in which automation can make your email campaigns more effective:

Email tracking: Marketing automation can stop your emails from going into a dark pit. With marketing automation, you can actually know who opened your email, and also learn what activity they took once they opened the email. You know WHO showed an interest in managed services, and you ’ll know the specifics of their interest. For example, data security, VoIP services, or cloud storage. That means you can follow up with those who show interest and you can follow up with material related to their specific interest.

Lead scoring: Marketing automation brings you lead scoring. Lead scoring involves grading your leads based on various criteria. Marketing automation can allow you to set criteria that defines the interest level of every lead you get from an email campaign, as well as other marketing efforts. This means you get a prioritized list of the varying levels of interest among your leads. Consequently, if you can only devote 20 minutes a day to follow-ups, those 20 minutes can be devoted to the leads with the highest likelihood of being ready to buy.

Personalization: Personalized sales communication helps you break the ice with your prospects sooner and achieve better results. Marketing Automation allows you to personalize your emails to use a customer’s name and focus on products or services that they have expressed interest in. Personalizing your email communication increases the chances of initiating contact with a lead, as well as cementing relationships with present clients.

Mobile compatible emails: The growing popularity of smart -phones means more and more of your leads are surfing the web and reading their emails on their phones. This also means that any email you send HAS to be compatible for mobile viewing. Ignoring mobile compatibility can result in your emails being ignored as well. Marketing automation can help you in this area by ensuring that the emails your create are automatically adjusted for mobile viewing across different phone OS, browsers and email apps.

With email marketing automation becoming all too common, these are just 4 quick ways in which automation can take your email campaigns to the next level and help you differentiate yourself from everyone else in the market.