Stories about the rise of the robots are everywhere. And it seems that artificial intelligence is reaching into all aspects of our lives. But is your email marketing automation making the most of this? Read on to find out how you can put the robots to work.
What exactly is email marketing automation?
What are the benefits?
What role does email play?
Of all the pieces of contact information, email is the most consistent. People keep their email addresses for years and use them to create accounts all over the web. Email marketing can penetrate every aspect of the customer journey. In addition, you build awareness to conversion and retention. Email automation enables tailored communication at each of these stages. Last, marketing messages can be sent automatically for each event. Such as sign ups, abandoned carts, order notifications, and more.
What should you look for in automation software?
Tailoring your emails is an essential part of any marketing toolkit, and email automation will enable you to do this at scale. Look for a system that lets you target particular segments of your audience, and then create a message for that profile. Cognism’s Prospector, for example, will let you segment B2B prospects at 10 million companies worldwide. You can filter by job role, country, size of company, and even those that have just received funding. Our data is updated in real time, putting us ahead of competitors.
Sometimes one email might be enough. But it's more than likely that you’ll find a sequence of emails more effective. Your email automation software should enable you to set up a sequence in one go, based on your user profiles or segments. Prospector lets you do just that. It limits the number of emails per day, so you don’t get a high SPAM score. And you can pause the process whenever. As with all the best technology, you set the rules, and can step in at any time.