As of mid-2016 email deliverability is still an issue for legitimate marketers. According to the report, legitimate email servers averaged a delivery rate of 73% in the U.S.; six percent were filtered as spam, and 22% were missing. This lags behind other countries: Australia delivers at 90%, Canada at 89%, Britain at 88%, France at 84%, Germany at 80% and Brazil at 79%.
We currently have three Editors' Choice picks for marketing automation solutions here at PCMag. One of them, Campaigner, impressed us with its intuitive UI and its wealth of online resources. Another Editors' Choice, the aforementioned Pardot, excelled due to its built-in search and social marketing functionality. Lastly, the aforementioned HubSpot had an impressive set of prebuilt workflows that also got our top nod. While all of these are fantastic solutions, they are all quite different, and it's definitely worth taking the time to research the best solution for your needs. This, of course, also applies even to the other products that did not get an Editors' Choice designation.
We also love how consistent the design of Uber's emails is with its brand. Like its app, website, social media photos, and other parts of the visual branding, the emails are represented by bright colors and geometric patterns. All of its communications and marketing assets tell the brand's story -- and brand consistency is one tactic Uber's nailed in order to gain brand loyalty.
I think this email also makes quite a brilliant use of responsive design. The colors are bright, and it's not too hard to scroll and click -- notice the CTAs are large enough for me to hit with my thumbs. Also, the mobile email actually has features that make sense for recipients who are on their mobile device. Check out the CTA at the bottom of the email, for example: The "Open Stitcher Radio" button prompts the app to open on your phone.
Superior Lead Management. Reach customers at the right time by using their lead management tool. Using Pardot, you can send emails based on triggers such as time, interactions, and other custom parameters. You may also re-engage dormant leads, identify the hottest leads before your competitors get to them, and create dynamic lead category lists for better targeting.
If you have written a custom script using our contact_add() or contact_edit() API functions, and you find that your new contacts are not receiving instant auto responders, a common problem is that the API function’s variables are not set correctly. Double-check your script, and make sure that the “instantresponders” variable is set to 1 (NOTE: This would not work with Free plans). Also, make sure that the “noresponders” variable is not set, or is set to 0.
Seamless Integrations. Flexibility is key when it comes to marketing. So, it is best to choose a platform that can seamlessly integrate with software solutions you are currently using or applications you are thinking about using in the future. This way, you minimize the disruption to your business operations and avoid having to implement a new software each time your company’s needs change.
An auto responder campaign is one of six campaign types and is used to send a one-time email to contacts after they subscribe to your list. You can use this campaign type to send a "Welcome" message to contacts as soon as they subscribe to your list, or use it to send a "Check in" message a certain number of days/hours after contacts subscribe to your list.
Email marketing is a great first step toward developing solid communications with your customers and prospects. But once you have moved past one-off messages and have decided to create prolonged, personalized messages powered by customer data, it's time to try marketing automation. No tools better exemplify the simplicity, effectiveness, and scalability of marketing automation software than two of our three Editors' Choice tools: HubSpot and Pardot.
Why does email list segmentation matter? We know that beyond relevancy, list segmentation is important from a revenue perspective. Data from the DMA indicates that segmented and targeted emails generate 58% of all email revenue. On top of this, our research found that marketers who used segmented campaigns noted as much as a 76% increase in revenue–and more than 76% of marketers say basic segmentation is part of their email marketing strategy.
Though it's not the easiest marketing initiative to execute on, marketing automation is certainly not impossible. Imagine you're trying to grow a plant. First you need fertile soil ripe for the growth of your plant. Next you need seeds themselves to care for, and last you need water and light in order to nurture those seeds into a lush, blooming plant. It's not foolproof, but it's not impossible. In our story, effective marketing automation looks just like nurturing this plant does. At the end of the day, we hope we've nurtured our leads (the seedlings) well enough to produce actual paying customers (a lush, full-grown plant.)
I think this is the trickiest part of email – it’s like a tangled web that you really have to think through in terms of timing, delivery and most importantly, content! I know with your Internet Marketing for Smart People list, you promote the series at the sign-up. If you’re offering a cookie (i.e. ebook) for sign-ups, does it muddy the water too much to talk about the series as well?
SharpSpring is an all-in-one marketing platform for small and medium-sized businesses. Providing you with features such as custom deal stages, point-and-click editors, call tracking, email analytics, and lead management automation, this software solution can smoothly combine your marketing and sales operations. To purchase SharpSpring, get in touch with the vendor to request a quote.
That means we should treat them like a real person, not a fragmented self across different tools like email, social media, etc. If we can leverage all the marketing tools, channels and behavioral data possible to paint a complete picture of a person, we can nurture them based on their unique challenges and interests, not based solely on the emails they open or click through.
Businesses that sell to other businesses (B2B) firms have longer sales cycles and engage in more relationship building activities. Businesses that sell to consumers (B2C) rely more on brand and high-volume direct outreach efforts. This overview aims to improve understanding of how marketing software applications work and provide an update on trends every buyer should know.
Salesfusion is dedicated to helping companies build a large revenue funnel for marketing and sales by creating customized digital conversations that are seamlessly transitioned between departments. Marketing and sales teams participate in and measure these digital conversations to deliver more lead-to-revenue results by communicating with the right leads at the right time with the right message.
Marketo is a flexible marketing automation platform trusted by over 2300 customers across the globe. Accessible on both desktop and mobile devices, the software provides a variety of features for B2B marketing, lead management, email campaigns, budgeting, and ROI optimization. The platform also allows for real-time personalization, so you may engage your target market proactively and effectively. As for pricing, Marketo is only available on a by-quote basis, so be sure to get in touch with their representative.
Pretty much everything that Hubspot offers can be found elsewhere at a much lower cost. And yes, while it is true that Hubspot does offer a free version of their software, this doesn’t include any of their marketing automation features. If you’re looking to use Hubspot for marketing automation, you’ll need to cough up at least $800/month (paid annually), plus an additional $3,000 in onboarding fees. In other words, if your marketing automation budget is below $12,600/year, you may want to move on to our next suggestion.
NGDATA® helps brands in data-rich industries, such as financial services, telecom, media and entertainment, utilities and hospitality, to capitalize on emerging opportunities in their customer data and to drive profitable customer experiences by supercharging analytics and campaign efficiency. The company’s Intelligent Customer Data Platform (CDP) puts people at the center of every business via Customer DNA, which continuously learns from customer behavior and context in real-time. NGDATA partners with companies around the world to drive digital transformations. NGDATA is headquartered in Gent, Belgium and has offices in the United States, Europe & Asia-Pacific.
Uses tracking codes in social media, email and webpages to track the behavior of anyone interested in a product or service to gain a measure of intent. It can record which social media group or thread they followed, which link was clicked on in an email or which search term was used to access a website. Multiple link analysis can then track buyer behavior - following links and multiple threads related to product A but not B will show an interest only in A. This allows more accurately targeted response and the development of a nurturing program specifically targeted towards their interest and vertical market. Due to its interactive nature this has been described as Marketing Automation 2.0.
About the Author: Barry Feldman operates Feldman Creative and provides clients content marketing strategies that rock and creative that rolls. Barry has recently been named a Top 40 Digital Strategist by Online Marketing Institute and one of 25 Social Media Marketing Experts You Need to Know by LinkedIn. Visit Feldman Creative and his blog, The Point.
Iterable is the growth marketing platform that enables brands to create, execute and optimize campaigns to power world-class customer engagement across email, push, SMS, in-app and more with unparalleled data flexibility. An integrated, cross-channel solution—built for marketers, trusted by engineers, designed with intelligence. Lifecycle Marketing Made Simple Engage your customers at each touchpoint of their buying journey—from sign-up to check-out and beyond. Drive user activation, nurture, and reactivation with relevant cross-channel messaging. Warmer Welcomes Activate consumer attention and interest with stand-out content that makes an impactful first impression. Get new customers acquainted with your products and services with personalized welcome, trial and onboarding campaigns. Next-Gen Nurture Captivate customers to build rapport for the long term and strengthen their relationship with your brand. Stay top-of-mind with targeted sales, promotions, announcements and product updates across all the channels that matter most to your audience. Robust Re-Engagement Keep customers coming back for more by reactivating their interest to drive retention and loyalty. Deploy cart abandonment campaigns to complete more checkouts, then trigger post-purchase or renewal sequences when the time is right.
If you select Custom, a small calendar will appear. Use the arrows to navigate between months and click your preferred start date. Then, enter a start time at the bottom of the calendar, and select AM or PM from the menu. Finally, click anywhere outside of the calendar box to save the configuration and close the calendar. Your chosen date and time will appear next to the Start option.
These are just some of the amazing features you'll find when using marketing automation software. As a result, it's important for you to determine your most needed features before making a purchase decision. None of the tools we tested are bad. In fact, each of them will provide you with more power than your standard email marketing platform will. However, some are better than others, some are more expensive, and some do a better job letting you customize your workflows to suit your specific needs.
Molly K. McLaughlin is a New York-based writer and editor with more than a decade of experience covering technology. She has tested and reviewed all sorts of software, mobile apps, and gadgets. Before launching her freelance business, she was an editor at PC Magazine, covering consumer electronics, followed by a stint at ConsumerSearch.com, a revie... See Full Bio
Office Autopilot plans all start at above $200 a month. These are the top 10 autoresponder and email marketing tools on the market today. You have options all the way from free to several hundred dollars a month, from basic functionality to complex analytics and shopping cart integration. The one you pick depends entirely on where your business is and what it needs.
So, despite spending most of their time actually making their products, tending to their herd of goats, and somehow managing to run an eight-child household (seriously, bravo), Jim and PJ also manage to operate highly successful email marketing campaigns that offer their customers genuine value while keeping things simple – all without a formal marketing department in sight.
366 Degrees is a marketing automation platform that allows small to medium businesses to communicate with leads across several channels and track their interaction with your content. With integration into the CRM platform of your choosing, you can keep your lead database up to date across your marketing and sales teams. 366 features smart content creation with pre-made HTML snippets that make creating emails and landing pages easy, no coding background needed! Then, track your leads' interactions with your content and automatically follow up with behaviorally cued automatic drip campaigns. 366 features integrations to Salesforce, Datanyze, Nimble, and now Vidyard for video marketing made easy. Drop video into emails, landing pages, or social posts and watch leads pour in.
Take the email below from Paperless Post, for example. I love the header of this email: It provides a clear CTA that includes a sense of urgency. Then, the subheader asks a question that forces recipients to think to themselves, "Wait, when is Mother's Day again? Did I buy Mom a card?" Below this copy, the simple grid design is both easy to scan and quite visually appealing. Each card picture is a CTA in and of itself -- click on any one of them, and you'll be taken to a purchase page.