Email Marketing Part II: Automation & Data Analysis

In the first part of our email-marketing discussion we outlined how to create personalized and interactive emails to engage consumers. But how do you achieve personalized subject headings for each reader or send emails in response to an individual consumer’s behavior? You need tech that automates these functions and gathers and analyzes data on customer demographics and behavior.

Let’s continue our email-marketing conversation by outlining the data-gathering and other technological features available to get your email read rates high.

Email-Marketing Software: Automation & Data-Tracking Features

⋅  Connect email to data about the customer’s journey — Gather a wide range of data, including your customer’s geographic location and time zone, browsing and search behavior, purchase history, and even the local weather. Using automation, integrate this data to determine when and what email offers should be sent.

⋅  Drip-email campaigns. Using a drip campaign, a company sends emails at various stages of a customer’s interaction with a product. They may offer additional education about the product, entice by highlighting certain features, act as reminders or make special offers. Each email responds to the last action the customer took, such as reading or failing to read a prior campaign email.

⋅  Triggered emails.  Set rules for follow-up emails to specific actions: e.g., automated reminder emails about items left in a shopping cart, or marketing emails about new products similar to past purchases.

⋅  Integrated CRM — Customer Relationship Management (CRM) software can integrate with various email-marketing platforms, allowing you to incorporate prior interactions when determining the content of targeted emails. Differentiate your potential clients from long-term customers and make emails responsive to individualized pricing and contracts.

⋅  Omni-channel integration — Tie email automation to multiple sources of customer behavior, including social media engagement and customer service chat history, for a more targeted follow-up to these interactions.

⋅  Segment email lists — Using demographic and customer behavior information, your complete email list can be divided into smaller groups for more targeted, individual-feeling email campaigns.

⋅  Email building — Email marketing software can make it easier to create email templates, optimize emails for mobile view, and even A/B test designs or messages.

⋅  Monitor campaigns — Collect data on interactions with your emails, including click-throughs rates and eventual purchasing or abandonment. Use this data to not only assess any campaign’s ROI, but to also assess the best tag lines, button sizes, interactive features and messages.

What features do you need? What will be most cost effective for your company? Get in touch, and Thanx Media can help you chose and implement the right email-marketing platform.

Part 4 | Long-term B2B Success Starts With the Fundamentals

We hope you’ve enjoyed our series inspired by the Forrester report “B2B E-commerce: A Trillion Dollars For the Taking”. Parts I-III covered:

Optimizing the B2B Experience to Meet B2C Expectations 

Overcoming B2B E-commerce Channel Conflict

Source B2B E-commerce Talent Creatively

In this final Part IV of the series, we’re going to wrap up with a summary of the fundamentals for today’s B2B sales organization.

Three Fundamentals for B2B E-commerce Success

1. Build a customer-centric B2B e-commerce experience

  • It’s not like the old days — Online commerce has made customer loyalty harder to come by. It’s not like the “old days” when there was a high cost associated with changing vendors and the interaction with a sales rep was the buying experience.
  • B2C sets the standards — Today, B2B e-commerce organizations need to adopt a customer-first strategy and build experiences that meet or exceed customer experience standards that have been set by leaders in the B2C industry.
  • B2B competition is about adding value even after the initial sale — The B2B organizations that will succeed in the future are the ones that employ best practices to deliver relevant and value-added experience that go beyond the initial sale.

2. Implement self-service tools and migrate customers online

  • Make it easy and profitable for your company to do business with companies of any size and reduce the costs associated with routine account management tasks by using an e-commerce platform with self-service tools.

3. Think creatively about staffing

  • Think about B2C experiences — In addition to educating and training internal resources to be valuable contributors to your e-commerce team, invest in experienced B2C professionals to add to your team.
  • Use recruiting tools — Find B2C pros through organizations such as Shop.org, tap into personal and professional networks and use recruiters such as Ecommerce Recruiter, who specialize in finding and placing e-commerce professionals.