The Value of Integrating Marketing Automation with Email Marketing

Email marketing is one of the strongest and most efficient ways to reach your customers.

In fact, the average person checks their email about 15 times per day. With an estimated 293.6 billion emails anticipated to be sent worldwide in 2019, it’s safe to assume that your customers are getting their fair share of email communication. So, how can your small or midsized business (SMB) make sure your email marketing stands out?

Integrating marketing automation with your email marketing campaigns is absolutely essential to give your SMB the competitive edge it needs. The information in your customer relationship management (CRM) system is incredibly valuable, and it’s time to tap that value via complimentary marketing automation technology to enhance your email marketing.

Email marketing can be as powerful a tool today as it’s ever been — it just can’t exist on an island anymore. Instead, consider the following tips for maximizing the value of your business’ email marketing campaigns with integrated marketing automation technology.

The Standard Email Campaigns

Back in the day it was enough to simply have an email campaign. Especially as an SMB, there wasn’t much expectation from customers other than letting them know about updates or special offers. SMBs could reach out to their customers with a generic subject line and greeting such as “Dear Friend,” and the message would get across. Now that email capabilities and our target audiences have matured, so must our email marketing tactics. Targeted email marketing with personalization that leverages marketing automation and the data from your CRM will put your SMB in the best place to secure click-throughs and even grow revenue.

Actionable Customer Data & Measurement

Your CRM is full of fantastic, juicy data just waiting to be analyzed and used to help you grow your business. Below are just a few types of information gathered through marketing automation and likely found in your CRM that could help you build stronger email campaigns.

#1 Open rates

This is the percentage of people who are actually opening the email you sent. Not only that, but your CRM will be able to identify which customers are opening your emails for an even deeper dive into your base customer.

#2 CTR

The click-through rate, or CTR, is how many people not just opened your email, but clicked on the link inside to navigate to your website or landing page. This number can show you how compelling your content and calls to action were.

#3 Navigation

From the click-through to your website, you can now follow this customer’s journey and track where they visited on your website and how they got to each page.

#4 Length of visit

You’ll know how long your customers spent on each page, as well as how long they spent in total on your website.

#5 Outcome

Finally, you’ll also be able to track the sales funnel and determine the outcome of the visit such as if the customer dropped out and left your website or completed a purchase.

All of this indispensable data will be captured and stored. By pairing this captured information with marketing automation, SMBs will be able to take additional steps to catch their customers’ attention and build upon the relationship.

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