Sell Like Amazon: 7 Examples of Triggered, Automated, and Personalized Marketing Campaigns You Can Set Up This Weekend

July 18, 2016
Aaron Polmeer

By Today’s Industry Insider

You’ve heard that marketing automation can help you nurture leads, increase your conversions, and grow your revenues… without spending more on advertising.

According to Lenskold Group, 63% of companies that are outgrowing their competitors have adopted marketing automation.

In the B2B world, DemandGen Report found that 67% of marketers see at least a 10% increase in sales opportunities with lead nurturing—a core feature in marketing automation tools.

It’s no surprise, then, that companies are intrigued. Google Trends shows that global annual searches for “marketing automation” have been growing steadily for nearly a decade.

2007-2016 searches for “marketing automation”

And yet, when it comes to actually implementing marketing automation software, it can be hard to know where to begin.

Neil Patel sums up the challenge bluntly in his Definitive Guide To Marketing Automation:

“Here’s the biggest problem with marketing automation today. It’s entirely software driven with large companies producing the thought leadership. It’s easy to feel lost in technical jargon.”

In this post, we’ll aim to cut through the jargon and give you a defined playbook of seven automated marketing campaigns that you can set up in just a few days on any major marketing automation tool.

  1. Personalized Call To Action
  2. Educational Email “Mini Courses”
  3. Automatic Broadcast Resend
  4. Pull-Back Campaigns
  5. Automatic List Pruning
  6. Post-Purchase Check In
  7. Warm Prospect Outreach

1. Personalized Call To Action

This hack will give you an unfair advantage over your competition.

Chances are, most marketers in your industry send the same newsletter to everyone on their list. Customers get the same content as leads. And leads get the same content as dead email subscribers.

Personalized calls-to-action flip this model on its head.

When you set up personalized calls-to-action, your recipients get email content that changes based on their stage in the sales funnel. This means that every lead gets the perfect “next step” you want them to take.

For example, let’s say you’re a SaaS marketer.

You could add a P.S. to your weekly newsletter that changes for leads (P.S. “Start your 14-day trial today”) and existing customers (P.S. “Learn more about our Pro plan”).

Your execution will depend on your marketing automation platform. Most automation tools with this capability let you create dynamic content with simple if-then logic. And you can often copy and paste pre-written shortcode to build your dynamic content. No coding required.

Here’s what the above example would look like in your email editor using Liquid markup:

{% if subscriber.tags contains “Lead” %}

P.S. Start your 14-day trial:

{% if subscriber.tags contains “Trial” %}

P.S. Learn more about our Pro Plan:

{% if subscriber.tags contains “Pro plan” %}

P.S. Learn more about our Business Plan:

{% elsif subscriber.tags contains “Business plan}

Even if 90% of your email content is the same, personalizing your CTAs can give you a big boost in conversions.

In a study of more than 93,000 calls-to-action, HubSpot found that CTAs targeted to the user had 42% higher conversions than calls-to-action that were the same for all visitors.

If you want to increase your conversions in email, personalizing your calls-to-action (for most businesses) is low-hanging fruit.

2. Educational Email “Mini Courses”

Many marketers these …read more

Source:: Kiss Metrics Blog

      

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