Email Automation & Your Website
We thought it would be fun to demonstrate how our new Marketing Automation program provides website tracking and email automation.
Using the classic “pick a card” magic trick, we sent a quick email to selected contacts and posted the game on our web site as a dynamic form, to see “after-the-click” behavior tracking on our site.
Using VisitorID, we are able to identify our anonymous visitors — complete with email address, name, phone number, business, even the type of device used. From that, an automated email is generated, and the card they select is revealed.
We now have an identified lead, generated by their web actions, without the visitor completing any forms.
Why is that significant? 97% of visitors won’t bother to fill out a form. But Marketing Automation enables you to identify those leads and then follow-up with a targeted email message based on the pages they visit.
“Dynamic lists” can be built from qualified leads based on visitors’ actions. They’ve shown interest, now your team can follow up with email that has relevant content. This isn’t an email blast, it’s an email conversation.
It’s important to note that triggered email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages.*
Once leads are identified, you can use “lead scoring” to access their continued engagement using web page visits, responses to email – opened or not, downloads, inquiries, or any other criteria you would like. You assign a score for those actions. When a lead reaches certain key scores, they are ready for the next step in the conversation – either a phone call or the next step in a drip campaign.
Our team at BBG&G are certified Marketing Automation experts. We are one of the very few agencies to offer this specialized service.
To see a demonstration of this “magic” click here and be amazed. You’ll see — there’s nothing up our sleeve. It’s all in our fingertips!
* SOURCE: Epsilon Email Institute, Q4 2012 N. American Email Trends and Benchmarks, Feb 2013 and Q2 2013 N. American Email Trends and Benchmarks, Jul 2013)
