Email Marketing Software Companies
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I need to transform my current mass email marketing strategy to automated drip and trigger email campaigns. What functionality do I need to look for in an email software program?
5 Expert Answers
Pinpointe includes full features autoresponders and trigger campaigns. With email autoresponders, you can create an sequence of drip marketing campaigns that are sent out over time after a person lists. Autoresponders go hand-in-hand with Pinpointe’s event triggers, which let you create drip email marketing campaigns based on even more sophisticated criteria.
Campaigns can be ‘triggered’ on the following criteria:
- xx Days/hours after a contact joins your list.
- Accumulated ‘behavioral information‘. Send a campaign that triggers based on a contact’s previous activity. Set up an event triggered marketing campaign that triggers after a contact opens a specific email or after they clicked on a specific link.
- Date field. Increase revenues by setting up an automated renewal reminder message, and schedule it to go out 30 days before the renewal is due.
- Specific date. Schedule an auto-pilot campaign to go out automatically on a specific date, like a holiday.
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First, let me concur that the business value of transitioning from a mass email marketing strategy to an automated drip and trigger email campaigns is significant. The results of multi-step lead nurturing campaigns are significantly higher than those with a single-step. For example, in a recent campaign, several thousand new web leads completed a six step process over a 15-week period. Each received a new article or whitepaper in a six part series. Engagement with this group was four-times the rate it would have been with a single-step campaign.
Look for an email marketing software solution that enables marketers to quickly create, automate, and improve email communications with prospects and customers throughout the customer lifecycle. Look for a solution that enables you to deliver relevant, timely messages based on their observed behavior and real-time event triggers.
Key capabilities of your next generation email marketing software solution should let you:
• Create sophisticated emails using built-in templates or design your own.
• Ensure emails arrive in your customers’ inboxes with advanced deliverability features.
• Comply with CAN-SPAM and other government requirements
• Measure email statistics by individual email sends and across multiple tactics.
• Manage email lists and dynamic audience segmentations for automated campaign management.
• Create advanced lead segments using a marketing segmentation builder.
• Assign engagement scores (lead scoring) for each email tactic and status, i.e. Send, Open, Click, Bounce, and Unsubscribe.
• Track prospect engagement. Trigger actions based on your defined lead scoring thresholds, such as converting leads to the sales team or starting a new campaign track.
• Automate multistep marketing campaigns with easy to configure steps. Unless you have IT resources available, avoid the interaction managers that require programming.
• Report and analyze marketing return on investment, cost-per lead, and other financial views for individual tactics as well as the roll-up multi-tactic marketing campaigns and programs.
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Your best bet is to implement a marketing automation solution that integrates with your push email and other A&P activities on the front end and with your CRM on the back end. Check out Marketo, Genius, Silverpop, and Eloqua. This requires support from your sales organization and a lot of work upfront, planning out all possible prospect/customer behavioral paths through your website, but it's worth it.
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You should be looking for lead nurturing capabilities. Using your email campaign messages within a Lead Nurturing program, helps you build awareness and customize messages sent to customers, prospects, and Leads. By use of your current email content within the system, messages can also be personalized with recipient information and even signed by the assigned Lead Owner in your CRM. What's best is that all email activity is trackable and will provide you with rich email analytics reports on the behavior of your email messages and Lead Nurturing programs.
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For automated drip and trigger messages you will want to use auto-responders. Auto-responders are a great way to reach out to your active subscriber base. In Topica, you can trigger one of these auto-responder messages through a variety of actions including:
-Subscriber confirmed
-Campaign Opened
-Link clicked in a campaign
-New subscriber sign-up
-Form successfully submitted
Once you create the appropriate auto-responder message with the trigger and time lapse of delivery (down to the second) after the trigger is performed there is nothing else for you to do except watch your reporting results come in!
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