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Marketing Automation Statistics And Automated Marketing Advice

Marketing Automation Statistics And Automated Marketing Advice

One of the many things that bothers me about marketing automation is the fact there are so many articles, blogs, posts and Infographics on the Internet that quote silly statistics. They say things such as how automated emails have a 70% open rate, or that click through rates are 152% higher. If you believe such figures, then you I am 112% sure you will make money on a pyramid scheme. I’m sure you could show me 10 companies that have improved their click through rates 152% by using marketing automation, in the same way I could show you 10 companies that used marketing automation and didn’t improve their click-through-rates at all.


If We Can’t Trust Figures, What Can We Trust?


We can trust trial and error, and we can trust good ideas. If common sense says one thing and your feelings say another, then go the conservative/republican way and follow your common sense over your feelings.

For example, if you read that marketing automation creates 80% more quality leads, then you may be tempted to try it because even if it generates 10% more quality leads it still “feels” like a risk worth taking. But, your “common sense” should suggest that marketing automation would struggling to create quality leads most people are not stupid enough to think a computer is engaging with them in a personal way, and sales are almost always personal in some way (even imaginary and ethereal ways). Furthermore, when was the last time you were personally sold to by a piece of automated software? Why do people assume their customers are dumber than they are?


Doesn’t Marketing Automation Do The Selling For Me?


Do not assume that just because somebody moves through the funnel that they are buying because of marketing automation. There are many people that see an upsurge in click-through-rates, sales and sales-ready leads right after a marketing campaign. Sometimes it is because the funnel is set up perfectly, and other times it is because the buyer was already interested. You could have achieved the same with a good landing page and an easy-to-use shopping cart system.

How many people make it to the end of the funnel?

How many of them make it through and actually buy?

Out of all of them, how many actually become sales-ready leads?

If your conversion rate is fantastic, then there is a good chance you are using marketing automation very well. If your customers do not make it through your funnel and/or few buy at the end or become sales-ready leads, then marketing automation isn’t working for you. It isn’t selling to your customers.


Doesn’t The Marketing Automation Funnel Carry The Buyer From “Interest” To “Purchase”?


That is the plan, but it shouldn’t be your goal. Your goal should be to attract a group of people that are your target audience. Marketing automation used with the notion of a funnel should be used to separate people that are not interested in your products from the people who are interested. It should keep the lukewarm people warm, it should scare of people that do not qualify, and it should make interested people “Purchase Ready.” It doesn’t have to take them all the way to the checkout, it just has to separate the buyers from the lookers.

Your marketing automation is not doing the sales work for you. It is simply separating people that may buy from the people that won’t. That way you can concentrate your efforts on selling to the people that matter. Do not make the mistake of trying to have your marketing automation do your selling for you–because you are likely to fail.


Automated Emails Are A Perfect For Establishing Long-term Customers


It would be unfair of me to mouth off about marketing automation, its pros, its cons, its uses and its failings without giving you a genuinely good example of how a simple marketing automation process may be used to increase future sales.

If you are well grounded in all things marketing, you will know that getting new customers is only secondary to retaining current customers. The people that have already bought from you are your target audience. Most of your work is already done for you, and if properly farmed, you can make money from your current/previous customers for years and years without any real marketing effort on your part.

Automated emails are good for helping to cement and establish your new customers as a loyal and long-term customer. When the customer has made his or her first sale, have your system send an email offering something that is simply irresistible. It could be a surprise voucher that refunds 50% of what they just paid as a voucher, or an extended warranty on the item the customer just bought.


Opening The Email Should Be A Pleasure


We live in an age where people are quite used to having auto-triggered emails arrive after they buy something, and many people will open them without thinking. Some do it to check their purchase, and others do it to relive the joy of buying. Once the customer opens this triggered email and sees your offer, he or she is engaged for a little while longer. This helps better cement your company in their mind. What it also does is give the viewer a slight pinch of pleasure, which they then associate both with your emails and with buying from you.

That is why you have to give the customer a complete surprise when he or she opens the email. It has to be a pleasant surprise that was never advertised or pushed as part of the deal, and that makes the customer glad he or she opened the email. It cannot be an offer for money off of another product because that is not a pleasure. People want something, they do not want to save money on a purchase. It is far more powerful to give people $5 credit via a coupon–than it is to offer people $10 off one of your items.


Emails That Are Automatically Triggered By Signing Up Or Buying


Another reason your automated email and associated surprise is so powerful is because if the reader usually pops auto-triggered emails into the junk folder, then he or she is less likely to do send your mail to the junk folder if your email contains a pleasant surprise. You are giving your customer one more reason to remember you.

Your auto-triggered email that contains a surprise is yet another reason why the customer should remember you. When your next email comes along in a month or so, it will not be ignored, it will be opened. The customer is more likely to remember who you are, and if your next batch of offers are similar in nature to the purchase made the first time around (as per the settings on your marketing automation software), then there is a good chance of another sales.

The auto-triggered email after the purchase is not a “Thank you, come back soon” message, it is a “We knew you were smart enough to buy from us, now we are going to reward you.” If you are smart enough to know the power and potential of your loyal and repeat customers, then you will know how important it is to use marketing automation to keep your current/previous customers sweet.


There Are Only Four Web Metrics Needed To Get A View Of Your Progress


You do not need to understand every single web metric that exists in order to start using web metrics effectively. To start with–all you will need to understand are the most important ones. After you have become competent at understanding and analysing these metrics, you will be better able to move on to more advanced web metrics. This article covers the four most basic and fundamental web metrics involved in online advertising.

Website, Landing Page, And Advert Impressions

Impressions is the name of a metric. When described as a web metric “Impressions” refers to the number of times your advertisement is viewed. If your advert were viewed five times then the web metric would name it as five impressions. Impressions may be better understood through the analysis of an adverts reach and frequency. An adverts reach is the percentage of your target audience that sees your advert, and the frequency is the number of times every viewer sees your advert.

Click Rates

The click rate or “clicks” is a metric that counts how many times an advert is clicked upon by a viewer. Therefore, if five people clicked on the adverts once then the metric would name it as five clicks, or describe the advert as having a click rate of five.

Click-Through Rate

The “Clickthrough rate” (CTR) is calculated using the number of impressions and the click rate. Using the two numbers the CTR gives a percentage figure which some use as a measurement of how appealing an advert is. This means that the higher the percentage score then the more appealing the advert is judged as being. The “Clickthrough rate” is calculated by dividing the number of clicks by the number of impressions, and then multiplying that figure by one hundred to create a percentage. The CTR only gives an idea of how appealing an advert is. Used comparatively it could help advertisers judge how popular one advert is when compared to another.

The CTR is not an indicator of an adverts success, since an adverts success is judged by how many conversions. The CTR is only an indicator of how popular an advert is. So if an advert is viewed three hundred times per month, and clicked upon only nine times per month, then the “Clickthrough rate” would be three percent.

Conversions (Sales)

Conversions is the name of a metric that refers to the number of people the advert actually persuaded. It is a measure of how many people saw the advert and clicked through in order to take an action. This action may be to sign up for something or to make a purchase. The conversions metric is calculated by dividing the number of people who took the required action (e.g. made a purchase) by the people who clicked the advert, and then multiplying that figure by one hundred to create a percentage. Therefore, if forty people clicked the advert and only four took the required action, then the advert would have a ten percent conversion rate, or would have a web metric score of ten percent conversions.

About The Author

Ash The Great

After a varied career in different industries from the hospitality industry to the financial consultancy industry, Ash now spends his days working as a professional writer.

1 Comment

  1. MerciPro

    Congratulations for this post. I find it very intersted.

    Reply

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