New technology is constantly changing how marketing departments reach out to prospective buyers. While many things have changed over the past few years, it’s clear that email marketing campaigns will continue to be one of the most effective ways to drive sales over the next decade.
The current forecast shows the compound annual growth rate (CAGR) for the period from 2022 to 2032 is expected to hit around 18.8%. While it’s exciting to see that email marketing continues to attract and convert customers, you’ll need to address a few common pain points to ensure that your company is getting its share of the increased revenue digital marketing brings to the table.
Struggling with time-consuming manual tasks bogs down your company’s top talent. Your company may also be striving to overcome issues such as low open rates or a lack of personalization. No matter where your company’s pain points lie, marketing technology (MarTech) is no longer a luxury for businesses that are looking to maximize their email marketing impact.
Instead, MarTech has become an integral part of increasing the ROI on marketing efforts by streamlining processes and improving targeting that drives better results. Now that you’re ready to take your company’s email marketing plan to the next level, it’s time to explore the powerful ways that MarTech uses smart automation to get people interested in the products and services your business offers.
What Is MarTech and Why Does It Matter For Email Marketing?
MarTech is a term that people use to refer to marketing technology. While our team uses different platforms and software to plan, execute, and analyze a broad range of campaigns, we often find that it is a critical element of our email marketing strategy.
Using MarTech for email campaigns offers these notable benefits:
•Increased efficiency by allowing for the automation of repetitive tasks
•Improved targeting and personalization through the use of customization and segmentation
•Enhanced deliverability and engagement with A/B testing and email optimization
•Expanded data-driven insights and analytics that allow us to track performance and identify key areas for improvement
•Heightened ROI
Smart Automation: The Engine of Modern Email Marketing
MarTech has revolutionized the methods that we use for automation in email marketing. While we’ve been using email automation strategies for years to send messages based upon predefined rules such as sending welcome emails to new subscribers, AI-powered systems have changed the game.
Smart automation uses data and algorithms to make intelligent decisions about how to plan and execute mail campaigns. Taking a look at a few examples of email automation in action can help you begin to see how your business could use it to drive future growth.
Automated Email Sequences
Seamlessly send out welcome emails, abandoned cart reminders and post-purchase follow-ups to connect with the target audience.
Predictive Sending
Using email automation to optimize send times based on recipient engagement helps your company reach customers at their prime times for responding.
Automated List Segmentation
Marketing automation also allows you to take the guesswork out of sending targeted emails by basing messaging on demographics, customer interests and purchase histories.
A/B Testing Automation
As MarTech systems identify what works, email automation can also include automatically optimizing subject lines, content and calls to action to align with current data.
Key MarTech Tools For Email Marketing
Our team uses many different MarTech tools to develop the right email marketing strategy for achieving specific goals. Email Service Providers (ESPs), CRM platforms, analytics tools, and marketing automation platforms all have their place in creating effective campaigns.
For instance, Mailchimp is an email marketing platform that helps companies send, creat,e and track messaging campaigns that engage customers and potential subscribers. HubSpot is a MarTech tool that businesses can utilize for managing customer relationships and providing different levels of service.
Meanwhile, Marketo is a tool that marketing professionals use to perform assessments on the impact campaigns have and their ability to contribute to revenue growth. Pardot is a lead generation tool that helps to identify segments of the target audience along with assisting with conversions.
As exciting as it is to have so many tools available, it’s also important to recognize that knowing how to use the various MarTech options correctly is essential for achieving the highest possible results.
SemGeeks specializes in assisting businesses with selecting the right MarTech stack to meet their specific needs. We can help you with integrating your email marketing platform with your CRM for seamless data flow. Our team can also provide you with ongoing support and optimization techniques to ensure that your email automation strategies are performing at their best.
Real-World Examples and Case Studies
Figuring out how effective MarTech is in the digital marketing world is as easy as looking at some real-world examples of how the different tools leverage lead generation for successful businesses.
One of our favorite examples is our work on an email marketing campaign for Relish, which is a local Jersey Shore hot dog restaurant. Naturally, eateries in this tourist hot spot have a lot of competition. Relish let us know that they wanted to increase their visibility, and we rose to the challenge by utilizing the MarTech tools that we knew would take them to the next level.
Our digital marketing pros immediately set to work using email automation tools that included making sign-ups easy and enticing with a gift card promotion. We then used MarTech tools to promote higher engagement with automated emails that included personalization, fun quizzes and updates on the latest new menu items.
By leveraging email automation, social media campaigns and personalization, we attracted nearly 2,000 brand-new followers to the company’s Facebook and Instagram accounts. Even better, we achieved an average email open rate of around 30%. Compared to the industry average rate of 20%, we relished the success we brought to a local hot dog joint.
Getting Started With MarTech and Email Automation
Implementing or improving your company’s MarTech-driven email marketing campaigns is essential for achieving your sales targets this year. You can start seeing results by using these ideas to maximize your ROI on email marketing campaigns.
•Perform a thorough assessment of the current email marketing efforts
•Define your company’s goals and KPIs
•Choose the right MarTech tools to achieve each goal
•Develop a strategic automation plan
•Implement the plan and initiate regular testing
•Monitor the results and optimize on a continuous basis
Launch Your Company’s Most Effective Email Marketing Campaign Ever With MarTech Tools
New MarTech tools are constantly being developed to solve common pain points that every company faces as they launch email marketing campaigns. Staying on the cusp of new developments allows your business to begin implementing and benefiting from MarTech faster than the competition.
With MarTech, your company can automate repetitive marketing tasks and use smart technology to establish more strategic personalization and segmentation in every campaign. Being able to conduct A/B testing and track performance with key parameters allows your business to make those minor adjustments to campaigns that pay off with big results.
Are you ready to transform your current email marketing strategy by including more automation and customization? Reach out to our team today to schedule a personalized consultation that sends your next sales reports skyrocketing.
