Email is an integral part of digital marketing for a direct approach and cost-effective methodology!
Intelligent email marketing is the boss of the current generation. With an average ROI of $38 per $1 spent, it is gratifying when done well.
With the help of artificial intelligence, email marketing holds more power than ever. Artificial intelligence is reshaping intelligent email marketing and has shown more benefits to garnering conversions. It includes personalization, automation, and data analysis.
AI gives an extra boost to bring more favorable results and acts as a key to upgrading intelligent email marketing tactics.
Getting email marketing campaigns tick is an arduous task, analytical abilities and consistency would make an Olympic athlete proud.
Email marketing has progressed from the batch and blast phase to clinically timed emails that are hyper-personalized. With offers that prospects cannot refuse, email marketing campaigns can bring in big money every time you plan it.
Successful Email Marketing Campaigns
Understanding the organizational structure, budgets, tech stacks, and personnel movement in real-time is challenging.
The digital footprint has become an essential part of sales intelligence. Form-fills, searches, content downloads, and other digital-marketing parameters together help to understand the client’s intent. It lets the salesperson know if he should approach the buyer.
So, the three parts of Sales Intelligence are:
The right sales intelligence is an amalgam of the correct contact data, opportunity data (which signifies the current state of the opportunity), and digital footprint data that act as an indicator of the prospect’s intent.
The right contact is the decisive decision-maker who influences the buy decision. The reporting structure, revenue, and technological environment become part of the target persona.
Upcoming business events, expansion plans, critical hiring can form the opportunity data. Opportunity data gives insight into the economic and organizational environment in the prospect company.
Intent data is vital for predicting success only if the necessary demographic and firmographic details are in place. They determine if there are favorable sales conditions. Intent data is the digital behavioral activity data that link target buyers and accounts to the solution or related topics.
Email Marketing Automation with Sales Intelligence Strategy
It is essential to have a combination of tools working in tandem with other devices in your repository with email marketing.
However, fine-tuning your email marketing campaigns is a giant task by itself. Then, making it work with your marketing strategy requires you to have the precision and patience of a neurosurgeon. Imagine the rewards you’ll reap when they work in perfect harmony!
Email marketing has its curves and roadblocks. To the average marketing professional, email can be used to sustain and keep prospects interested in them for a specified period. Most marketing campaigns that use email marketing do not rely on it to close the deal. Those that do have understood the dark forces that work behind it!
This chart says all you need to know about the power and satisfaction levels. It has the highest rates for all the various degrees of satisfaction! Now, getting your email marketing campaign to give you results is a whole different ball game.
We have discussed in previous posts how to nail email marketing effectively and use it consistently to improve lead numbers and qualified leads.
As part of email marketing, the age of buying large email lists and sending mass cold emails is long gone.
Source: Get Response Report 2019 (Average Result by List Size)
An extensive email list doesn’t mean higher click-through rates. As the list size increases, the economy of scale doesn’t even apply anymore. The critical issue is that you stop being relevant to your customers.
What Intelligent Email Marketing Strategy Works?
The email marketing campaigns are moving towards event-driven and very targeted emails.
Source: Get Response 2019 (Email Effectiveness by Message Type)
Sales Intelligence can point you toward who you are sending it to and what they like. Sending automated emails triggered by their behavior concretes the evidence and resonates better.
Even RSS emails sent when you publish a new blog post become worth opening for them.
Newsletters and one-off emails still work. However, triggered emails bring the best results. They take the Top of Funnel Leads to the Bottom of the Funnel Leads.
You are in the right place, at the right time, with the right message going out.
When you get a message right after taking action, you’re more likely to read and respond to the email.
It is incredible, isn’t it!
The same is true if they find it exciting and relevant. So you need to know your audience (The information that the Sales and Marketing Team should have with the right Sales Intelligence Strategy.)
Marketing automation aids you in collecting relevant data along the customer journey – and you can use it to segment your list and personalize your content.
Adding tags to your contacts based on the products they click and browse makes data more actionable and the more relevant your messages will be.
That’s why marketing automation with the right Sales Intelligence Strategy drives results.
Why Should Email Marketing and Sales Intelligence Strategy Align?
Creating trust is essential when dealing with large value deals. It is the essence of any B2B interaction. For this, email can be a capable assistant.
Email conversations are halfway there. You can communicate with your prospects effectively, knowing that they are reading your emails and they can respond on their own time. You can shell out information effectively via email.
You can build this trust because you cannot take back what you have written and sent, and you create trust when you commit to something in writing. (Remember to back up your words-deliver as promised)
New Customer Acquisition Cost is 5 Times More Expensive Than Existing Cost
Marketing is not just about generating leads and converting. Repeat business is essential to keep the business running. For this, both the tools are only as useful. Getting the new prospect to subscribe to your newsletter allows you to be part of their thought process.
You can always knock on their door for an upsell, knowing they remember you. Moreover, you have absolute knowledge about them and their needs. It is this power that matters.
Combining Sales Intelligence Strategy and email marketing can be exceptionally rewarding when done well. Customers need attention, and both these tools have the power to enable them. Use them wisely and see how effective they can be.