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These days, the marketing department is responsible for more and more of the sales funnel. It is no longer acceptable for marketing to pass along just any lead or contact.
Sales wants leads to be pre-qualified and “as hot as lava”. What were once the exclusive funnel stages for sales are now a shared responsibility, due to the increased use of marketing automation.
The 2017 Email Marketing Industry Census suggests that automation is now a key area of focus for marketers, cited by 66% as the single most important attribute of an email technology provider.
Through automation, email has the potential to become even more personalised, timely and targeted. Of course, it’s not the only component of an effective strategy.
There is a Bill Hicks joke about Evangelical Christians. You can watch it here, but it goes as follows:
"They believe the Bible is the exact word of God. Then they change the bible! Pretty presumptuous, hu huh?"
[In character] "I think what God meant to say..."
Despite the numerous predictions about its demise, it is now clear that email is not going anywhere.
Most people's lives are so entangled with their emails that living without them would be unthinkable.
Econsultancy has published a new report titled The Fundamentals of Email Marketing.
Subscribers can download the report in full. Here, I have picked out just a few slivers of wisdom.
Nike, adidas and Under Armour. Sworn enemies.
I'm going to rank the three on their email signup visibility, value offer and velocity, as well as the content in their welcome emails.
By the end, we will have crowned a winner.
Email marketers are, in my experience, pretty awesome people. They are the unsung heroes of digital marketing departments.
And yet, they’re often ignored when bigwigs talk about “digital marketing”, despite email delivering awesome ROI.
So here’s what you, email marketers, should do to get noticed in your company.
With modern business so defined by customer centricity, it seems an absurd statement of common sense to suggest that the way to get customers back on side after a poor experience is to make them happy again.
That's obvious right? Sort of, except that many companies simply apologise for downtime and then carry on regardless.
Ah, the humble subject line. Gatekeeper of your offers. The crux of your campaigns. And the source of unrivalled consternation.
Is the message on brand? Does it sound spammy? Will it drive sales?
According to the vast majority of the N subject lines we analysed, the answers are no, yes, and probably not as much as you’d like.
Email continues to be an extremely important marketing channel, so it's important to know how well your email efforts are performing.
But while it’s easy to find out how many clicks, opens and so on your emails are getting, it can be difficult to understand the significance of those numbers without having something to benchmark them against.
It is well-known that email and marketing automation are among the best ways for brands to connect digitally with their customers.
And, accordingly, both techniques regularly appear at the top of the priority lists for marketers in South-East Asia.