Email is certainly not dead. The Direct Marketing Association (DMA) reported an average of $40 return for every $1 spent on email marketing.
Yet, a growing intolerance for “bulk mail” by consumers and ISPs has left email with a declining ROI. Today, 72 percent of marketing emails go unopened and email open rates are declining 21 percent year over year, according to a recent Marketing Sherpa report.
The answer to preserving email ROI lies in personalization and targeting. When emails were sent to segmented lists based on demographics and interests, Janrain reported a 244% increase in open rates, 161% increase in click through, and a 330% increase in revenue per email sent. MarketingSherpa and MindFire cite similarly staggering results. At Attentively, we’ve seen 6x click through and even 100% conversion as a result of interest-based targeting.
Thus the explosive growth of the Marketing Automation industry in the past few years. Marketing automation software allows marketers to automate highly personalized content to prospective and existing customers based on their “digital body language” — i.e. what they do on your company’s website (clicks, downloads, forms).
Despite their wide and growing usage, these platforms (and their predecessors, CRMs and ERMs) provide marketers with too narrow a view of their customers. What is your customer doing when he/she isn’t on your website? How do they describe themselves? What do they love? What are they passionate about? Do they have an anniversary or birthday coming up? These answers can provide marketers with the full picture.
In describing successful marketing automation strategies, HubSpot recommends that “if we can leverage all of the marketing tools, channels and behavioral data possible to paint a complete picture of a person, then we can nurture them based on their unique challenges and interests, not based solely on the emails they open or click through.”
So how can we do that? The average American spends 3.2 hours per day on social media. By paying attention to your customers personal interests, and then customizing ads or campaigns to meet their needs, companies can expect a tremendous increase in revenue, return on investment, and levels of engagement.
Enter: Attentively’s “social marketing automation”. We start with the contacts in your CRM or Marketing Automation platform, provide back a broad social media match as well as demographic information and “influencer” score, then enable marketers to trigger unique workflows (actions) that automatically start after the (prospective) customer takes a specific action on social media.
For example, anytime a customer mentions “organic lemons”, Attentive.ly can automatically add them to a “foodie” prospect list in your CRM, trigger an email featuring your “organic produce” line, follow them on Twitter if they’re an “influencer” or blogger, and add them to a custom-targets list to get a promoted post on Facebook featuring your latest organic recipes.
You can set up Automations within Attentive.ly — or trigger them within your own CRM. Mailchimp, Salsa, BSD Tools, ActionKit, and Blackbaud are currently integrated. We are excited to announce integrations with Eloqua and ActiveCampaign rolling out this month. Look for Salesforce, Marketo, CiviCRM, Constant Contact and more in 2014.
Contact us to find out more.