08 Tips for a positive and results-oriented Email Marketing and Automation

Email Marketing

Email Marketing has become a need, especially in the B2B industry, somewhere it is required with limited prospects, and somewhere it's required with bulk prospects. there are a few categories of Email Marketing - Email Marketing, Cold Emailing, and Drip Marketing. All of those can be automated, before coming to the automation phase, let's discuss, what we need to be done for any email marketing campaign whether it is Cold Emailing, Email Marketing, or a Drip Marketing Campaign.

Product/Service Knowledge

Before starting any marketing campaign you must have deep knowledge about the product, service, or domain that you are going to pitch in your marketing campaigns. If you don't have good knowledge about your product then you can't engage well with your prospects. A product can be a tool or a touchable device, or a good, but a service can be any support or resource, etc. 

E.g. If you don't know about the features, and requirements of a luxury car, then you can pitch anyone, and you don't know what information you need to share with them, who can be your customers, where you can get them, etc.

Market Research

Market Research is extremely important, not only for a marketing campaign, but also it is important for any new business or project. Until you do better market research, you can't know the status of the market, you can't know the interest of people, and you can't know the value of your product or services.

There are many ways to do Market Research you can start telemarketing, you can use marketing survey campaigns, you can start promotional and feedback campaigns, you can start opinion polls, etc.

Yes, It can be costly for any organization, but the cost depends on the level of survey and research.

ICP

Ideal Customer Profile, this term is very important especially for a B2B segment, after the research and survey, you must have some understanding of your ICP. This process can help to reach out to the relevant audience. If your ICP isn't clear to you, then I am sorry, you are going to survive a lot with your campaigns and you must have big-big funding support. Despite it can waste your time and efforts, and there is less probability of better results. So work smartly, find your ICP then go to the next step.

E.g. An EdTech or an E-commerce company in the USA can be an ICP for a web development company.

Persona

From the above ICP example, you can know the better personas to reach out to. A persona is a profile of an employee who is part of any organization (ICP).

If you found better personas from your ICPs, then congratulations, you are very close to qualified customer leads using your campaigns.

E.g. A C-level and VP-level person from a small size enterprise, and a Director and Head level person from a medium size enterprise.

A most earning person or a decision maker of a family for B2C personas.

Content

Now, you have personas from your ICPs, again congrats, you are clear about your target prospects. After market research and product knowledge, you must have an idea about the client's problem and where your service/product best fits.

With amazing touchy content and pitch, you can get the attention of your prospects who are already filtered through your previous steps. It's time to hit using the best suitable pitch and content, maybe it will be required some trendy vocabulary, and current affairs knowledge for that, or you can have the requirement of a well-polished content writer. But trust me, any content writer also needs information from your previous steps to make the best content for you.

You must add some case studies or relatable examples in your content so that prospects can relate that solution to their problem, or they can share that information with their friends or colleagues. You can share some links as well in the content so that you can track your prospect's activity on your content, and campaigns.

Strategy

Now, you have everything ready except a good strategy to reach out and pitch, and tools or sources to execute and automate the campaign, let's discuss here.

Get Verified Data of Personas

You get the data from any data agency, or you can extract the emails from LinkedIn Sales Navigator using automation tools like EmailSearch.io, Apollo, etc and you can verify them by any automation tools like MillionVerifier.

Or you can use LinkedIn with Apollo.io or you can use different tools like Crunchbase, Apollo.io, ZoomInfo, etc to get the verified data according to your decided ICP and Persona. 

 

Outreach: Outreach depends on your campaign, if you are planning for Email Marketing, then you can make that using bulk emailing tools like SendGrid, Sendinblue, MailChimp, etc. But if you are planning for Email Marketing then you can try tools like Saleshandy, Zoho CRM, etc.   

Analysis and KPIs: 

After starting the campaign decide some KPIs on which you can make some decisions on your Email Marketing to make that effective, here are a few examples of KPIs -

 

Delivery

You need to know, "how many prospects" successfully received your message through your campaigns, with the locations, ICPs, and Personas.

Checked/Opened/Duration

You must know how many people were interested to listen to or read your content and pitch, and how much time they spent with that. 

Clicked/Viewed

Now you must know, out of the previous KPI, how many people looked into that, they are more interested to know and close to being converted into business.

Negative Response/Unsubscribed/Blocked/Spam 

Such KPIs can help you to choose your ICP and Personas, and you can make impacted decisions for your upcoming campaigns for the same domain.

Interest/Reply/Inquiry/Positive Feedback

This analytics can give beauty to your campaigns, it can become your referral, survey, feedback, or conversion. This is very important for any marketing campaign.

ROI 

Return on investment you find based on your total investment, your first target is always ROI, and the second target is qualified leads or more positive responses.

Email Automation Tools

There are many Email Automation Tools available in the Market, with Free, Trail, or Paid Versions.

Tool for Email/Drip Marketing: Email/Drip Marketing we do to educate our clients and to make a strong bond with them, Sendinblue is an Email Marketing Tool with templates and email automation options, and email reporting features, for startups, this tool is freely available, you can make 300 free bulk emails daily using this tool, there are other tools like MailChimp, and SendGrid, etc those are for Drip Marketing and Email Marketing, you must explore.

Cold Emailing: We do Cold Emailing for lead generation and sales purposes, there are many tools available in the market for cold emailing with a trial version.

You must try Saleshandy, Apollo.io, etc email automation tools for cold emailing