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3 Ways that Marketing Automation Increases Open Rates

Marketing automation has quickly become a highly-adopted technology in the digital marketing world, generating impressive increases in both open and click rates. One DMA study found that 66% of online consumers made their purchase through an email campaign - that’s a higher conversion rate than more traditional (and costly) direct mail campaigns like letters, postcards and catalogs.

As more and more companies rely on email campaigns to generate those kinds of results, the inbox becomes increasingly competitive. One tool that we know will help your emails stand out is Marketing Automation, and below are three reasons why.

Automated Campaigns

One-off email blasts no longer provide high value to customers. Instead, use an automated campaign to set up Interval triggers that send targeted messages. Rather than deploying a solo email and directing to a generic landing page where customer data may or may not be captured, an automated campaign will monitor the path taken by each recipient (i.e. loan closing, refinance, etc.) and allow you to integrate that information with your CRM tool. That integration capability is a huge benefit to your sales and marketing teams, giving them better visibility into the pipeline and allowing them to work with the same information.

Another major benefit of an automated campaign is that it allows you to track the behaviors of each prospect in your database and adapt future messages accordingly. An appropriately timed and contextually relevant email can make all the difference when you’re building trust. Your prospects will have a more organic experience through the sales funnel, keeping them more engaged. Your sales team will have a much easier time closing deals.

Send-Time Optimization

We don’t operate on the same schedule. Nor does everyone open emails at the same time. So why do we send messages out at once thinking we’ll magically see a high open rate? That’s just not realistic. What is more likely to happen in that scenario is that some emails will be opened upon delivery, some will be opened a little later, but a large majority will get buried in the inbox trail and never opened at all. If that sounds like a lot of work for little return, you’re right.

With Send-Time Optimization, you maximize your chances of delivering your message at the right time, for each individual prospect. This is a highly intelligent feature that monitors email interaction history (i.e. opens, clicks, etc.), applies an algorithm to each contact and then determines a send time that has the highest probability of being opened. Over time, as the system interacts more with each prospect, this feature becomes increasingly valuable.

Responsive HTML Design

It’s a mobile world. A 2017 Pew study shows that 77% of Americans own a smartphone and over 10% use them as their primary means of internet access at home. The days of desktop computers are over, we want to be able to access our content at any time and on any device. Fixed-width templates filled with multiple images and long blocks of text that take time to download simply will not be read. If the content doesn’t work with the device, it will likely be ignored or deleted.

Not only do responsive HTML templates automatically do the heavy lifting on the display side, they also make designing your email a lot easier on the front end. For example, a designer could choose to substitute sections that are content heavy and don’t scale well on a smaller screen with a shorter message and a call-to-action to keep the mobile reader engaged. The possibilities are endless with responsive templates and will only improve as they are increasingly utilized. 

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