Automation can transform how digital marketers engage with their clients and boost their Return on Investment (ROI).
Automating key processes allows you to leverage client data.
With this, you can maximize client resources through your marketing strategies.
It also allows you to help clients connect with their target audience seamlessly.
Digital advertising today is all about providing results for clients. They need to see measurable results that ultimately lead to an increased ROI.
It’s crucial to create awareness of your client’s product, expose them to more clients, and produce social results.
But, most importantly, you must demonstrate the value you are creating for every dollar spent.
This is where automation comes in.
It transforms how your clients relate to their customers from gaining a lead to maintaining their loyalty.
Also, using an automation tool saves your marketing and sales team valuable time. They can now begin working together to increase leads and ultimately your client’s ROI.
How to Use Automation to Boost ROI
According to a 2015 email marketing census, companies that have adopted marketing automation have seen:
- More relevant customer communications
- Increased engagement with customers
- Timely communications
- Efficient use of time
- Revenue increase
Achieving this as a digital marketer for clients will lead to better services, efficiency, and more sales. A report by The Direct Marketing Association revealed that for every £1 spent you get an ROI of £38.
Some of the email automation solutions to implement for clients include:
1. Email Series
The second a lead subscribes to a newsletter or email, you can assume that they are interested in the products you offer. This will, however, not last forever if you do not ensure the spark stays alive.
Email series should be engaging. It should have targeted brand content that leads them to make their first purchase.
2. Follow Customer Behavior through the Buying Funnel
A good integration will help you see what the customers are doing once they are on your site. For example, a NetSuite to Drip integration allows you to find out what your client’s leads or customers are buying. Specifically, what they clicked on or opened and the actions they took after that.
Tracking a subscriber from the moment they open the targeted email to when they purchase gives you insightful, actionable data. Click-through rates, conversions, first-time visitors, and bounce rate – all these are metrics that can help you shape your client’s next campaign based on what would really help them grow.
3. Segment Your Audience
With automation, you can segment audiences for personalized emails. Segmenting allows you to send the right messages at the right time. This will increase revenue for your clients.
Segmented email campaigns contribute to 55 percent of marketing revenue. Therefore, you should create segmented and targeted emails based on actual customer behavior. For example, messages for those who purchased a particular product or performed a certain action on your client’s website.
You can also send emails based on dates (e.g., birthdays), events, or a subscriber’s activity.
4. Increase Customer Engagement
Automation allows you to send personalized, relevant, and timely emails to your client’s customers. This personalization increases engagement and nurtures leads. This can be done by integrating your CRM with an email automation software.
This automation gives you marketing analytics that provides data on click-through rates, unsubscribe rates, and deliverability rates. This will help you personalize emails to suit subscribers needs.
Personalizing emails allows for personalized connections with customers, drives conversions and boosts your client’s return on investment.
5. Use Relevant Content
Create content that resonates with your client’s subscribers. There is no one-size-fits-all in marketing. Not even in the automated kind. Good integration platform and email automation software allow you to carry out your A/B testing to track campaign results. A/B testing will analyze your email templates, emails you are sending to segmented customers and response rates. With this data, you can tell what template is resonating with customers and what content they are responding to.
When done right, automation can help your clients build personal relationships with their clients. This is great for lead nurturing, conversions and revenue generation. If your client is seeing value for the money they spend on your agency, then you gain by nurturing loyalty and increasing your bottom line, too.