How does email marketing automation work?

Working smarter, not harder, is the way to go. Email marketing automation is based on this notion. Email marketing has managed to brave the ravages of time and is here with a never-seen-before advancement. What is email marketing automation, and how does it work? Email marketing automation is a method for sending emails automatically depending on subscriber activity. This is to make them more personalised, timely, and compelling.

Types Of Email Marketing: 10 Emails You Should Be Sending

How does it work?

The following is how email marketing automation works:

Workflows:

Workflows are used to map out the many paths that your email marketing automation initiatives will take. Someone who receives a promotional email and clicks on a product link but does not make a purchase, for example, may be included in a process designed to nurture such readers.

Triggers:

Triggers are used to specify when an automated email should be sent. When someone subscribes to your newsletter, for example, you could send them a welcome email that expresses gratitude and explains what they can anticipate from it.

Subscriber data:

Subscriber data allows you to personalise emails by including subscriber information. In automated emails, you may, for example, address a subscriber by their first name. You may also leverage a user’s previous purchases to produce product recommendations automatically.
Your company may produce successful automated emails using these three elements.

Who is a good candidate for email marketing automation?

Email marketing automation can be used by anyone, including:

  • Companies that sell to other businesses (B2B)
  • Companies that sell to consumers (B2C)
  • Bloggers
  • Publishers

You can construct automated workflows and triggers to provide a tailored experience for your subscribers regardless of your sector. Whether you want to attract leads, improve foot traffic, increase engagement, or drive sales, automated emails can help you accomplish your objectives.

Applications of email marketing automation:

Email marketing automation can be used by businesses like yours for a variety of emails, including:

  • Emails of welcome
  • About shopping cart abandonment
  • Requesting review or feedback
  • Recommending products or services
  • Emails that promote products, events, or webinars
  • Emails of re-engagement
  • From RSS feeds
  • For birthdays and anniversaries
  • Email newsletters

The more information your company has about an email subscriber, the more you can personalise their experience. Increased personalization allows you to create a better, more persuasive experience, which can lead to meeting your engagement, lead, and sales goals.

Subscribe to various newsletters from B2C and B2B companies if you’re looking for more email marketing automation ideas. Examine how they use what they know about you, from how you browsed their website to what you bought, to create tailored email communications.

Then, apply what you’ve learned to your email.

Why should you use email marketing automation?

Email remains one of the most effective lead generation and sales channels. Marketers have reported a return on investment (ROI) of more than $44 for every $1 spent on email.

However, achieving this ROI is more complicated than simply sending out a monthly newsletter or announcing your latest sales.

To get the most out of your email campaigns, send content that is relevant to your subscribers’ interests on a regular basis. You can accomplish this by automating your campaigns.

Promotes personalisation and tailoring:

Automated campaigns allow you to send emails to your audience based on factors such as when they joined your list, whether they opened previous emails, and what they did on your site.

Increase email open rates:

As a result, automated emails outperform regular emails by 70.5 per cent.

If you’ve ever worked on an email campaign, you know how difficult it is to increase open rates. Simply increasing the number of people who open and read your email content may make it worthwhile to automate your campaigns.

Boost email conversion rates:

However, the benefits aren’t limited to email metrics; companies that use automation earn 53 per cent more conversions and see an average 34 per cent increase in revenue.

Conversions and revenue are the two most important goals of any marketing campaign, regardless of your business model. Given that email automation improves both, it’s easy to see why so many businesses use it.

What factors should you consider when selecting an email marketing automation platform?

The first step in launching automated email campaigns is deciding which platform to use.

If your current email provider offers this feature, sticking with them is the simplest option.

If not, you’ll need to look into your options and choose the platform that best fits your company’s needs and goals.

However, as you research your options, you should keep the following in mind:

Drip marketing campaigns:

Creating drip email campaigns for your subscribers is the simplest way to start with email marketing automation. These campaigns include a series of pre-written emails that are sent to subscribers based on their signup date.

So, if a site visitor provides you with their email address on a page about a service you provide, you could add them to a drip campaign about that service. This campaign could send them emails one day, one week, three weeks, and five weeks after they sign up. Each email could contain data.

The first emails in drip campaigns contain top-of-funnel content, such as general company information or links to other resources on your site. The subsequent emails provide more detailed information about specific products and services, as well as compelling calls to action that encourage conversions.

The primary goal of drip campaigns is to stay in touch with your new leads and provide them with information that will encourage them to become customers.

Triggered emails:

Triggered emails should be sent in response to specific actions on your site, unlike drip campaigns, where the content is pre-determined before a user even signs up for your list. Shopping cart abandonment emails are a prime example of this. Send these emails when a user visits an e-commerce site, adds something to their shopping cart, and then leaves the site without completing the purchase, as the name implies. These emails remind users of a specific product they want and make it simple for them to buy it.

Triggered emails like these are beneficial to businesses of all sizes. In fact, they can boost conversions by up to 50%.

Of course, for businesses other than e-commerce, the shopping cart abandonment strategy will not work, but the same basic principle is easy to apply to many on-site actions.

Email triggers for B2B companies could include visiting a specific service page, downloading a free guide, watching a video, or using an interactive tool such as a quote calculator. All of these actions indicate that a visitor is engaging with your site, which allows you to follow up with additional information that will entice them to convert.

Campaigns for lead nurturing:

Lead nurture campaigns are the most advanced type of email marketing automation available today.

While drip campaigns have the advantage of keeping in touch with a subscriber on a regular basis, lead nurture campaigns combine the two. No two leads follow the same path to becoming a customer or client and leading nurturing campaigns account for this. They enable you to send emails based on a strategic distribution schedule that takes into account both time and user behaviour.

So, if a subscriber consistently opens all of your emails but only clicks links related to a specific service, you could tailor your future communication with them by only sending emails about that service.

However, if one of your subscribers rarely opens your emails and never clicks the links in them, you could send them an email asking them to update their subscription preferences. This allows you to provide relevant information to each of your subscribers on a consistent basis and tailor your content to their specific needs.

You can be confident that your company is getting the best possible results from your campaign if you provide the best possible email experience for each of them.

Get in touch with us at Shaktiki Marketing to learn more about the most effective marketing strategy for your business.

How is Metaverse changing the marketing landscape?

Technology is evolving and changing at a rapid pace. We are witnessing previously inconceivable innovations. For many people, one of these advances is the metaverse. It is a one-of-a-kind, immersive virtual environment that is swiftly taking over the internet.

The metaverse is a shared virtual realm in which participants are represented by avatars. Based on user decisions and interactions within the space, these virtual worlds continue to expand and flourish. To that extent, it is similar to the real world in that it has no “end.” It’s basically a universe that keeps growing as more people join in.

There’s been a lot of debate about the metaverse since Facebook rebranded as Meta. The metaverse, which is larger than Facebook, is a rapidly rising trend that will have an impact on all aspects of culture, entertainment, and marketing. Hence, any business owner or marketer who advertises anything online should be aware of what’s going on in this dynamic industry.

Key characteristics of the Metaverse

metaverse

Take a look at the Metaverse’s qualities to gain a better understanding:

Exists in real-time: The metaverse has a timeline that corresponds to real-world time.

Persistent: The metaverse is a fully immersive, communal experience. It will be a real-time parallel reality that never ceases.

Synched and fully functioning: Users will interact with one another and their digital environment in real-time in the metaverse. Participants in the metaverse will react to their virtual environment and to one another in the same way that they would in the physical world.

Individual agency: Players can engage in distinct activities at the same time. One could simply stand in the corner while others interact with one another.

User-generated content: In the metaverse, people can produce their own material or enhance current content.

Efficient economy: The metaverse will include fully operational economies based on NFTs, bitcoin, and other cryptocurrencies.

Hub of platforms: Different platforms can interact with one another in this space. Video game metaverses are great examples.

Marketing possibilities in the Metaverse

Digital marketers must keep up with the latest technical advancements. Understanding the metaverse and its full potential is part of this. It appears to be here to stay and is on its way to becoming the next big thing. Definitely, metaverse marketing will alter your perspective on digital marketing.

Although Facebook is currently in the early phases of its Meta transformation, we can bet that commerce and advertising will be incorporated at some point.

To begin, marketers must remember the importance of millennials and Gen Zers as a target demographic. These generations are also avid consumers of particular types of metaverses, such as immersive games and VR technologies. With that in mind, let’s look at how to market in the metaverse.

Creating an immersive experience

One of the most essential drivers of client engagement is experiential marketing. Providing an immersive experience forces people to step outside of their comfort zone. This can have an impact on their perception of your brand and help you form long-lasting relationships with them.

metaverseAmong the campaigns to keep an eye out for in the metaverse are: Virtual Concerts, Live Interactive events and Advergames.

Offering digital collectibles

NFTsNon-fungible tokens (NFTs) in the Metaverse allow virtual ownership of any asset. Although the long-term worth of NFTs remains questionable for the time being, brands continue to find them appealing due to the marketing opportunities and significant returns.

 

It is critical to pair your collectibles with special perks that make them more appealing and profitable. This might include a freebie or a discount. You can also use them as a prize for making a purchase or as part of your contest marketing game.

Building on your real-life marketing strategy

Transitioning into the metaverse does not need you to do everything differently. An excellent place to start is to reproduce what you provide in real life in the metaverse. Be it your billboards or graphics, bring them with you to the metaverse. Similarly, incorporating your real-world cause into the metaverse can boost brand engagement.

It is not only a natural way to enter the metaverse, but it is also a genuine way for users to recognise your brand.

Establishing your shop

A virtual 3D store, museum, or island can help you establish your presence in the metaverse and form deep emotional bonds with your customers. Tours, virtual try-ons or try-outs, and interactive 3D product exhibitions are also options.

Impact of Metaverse on existing marketing strategies

1. Advertising

We are currently transitioning from digital advertising to metaverse marketing, similar to how we transitioned from television, radio, and banner advertising to social media, search engines, and others. In the metaverse, you can provide virtual advertising.

Graphics will become three-dimensional. VR and AR will be popular methods, and they will necessitate even more innovative effort than they do now. This, however, will provide digital marketers with more options in how they advertise and sell things.

2. Social Media Marketing

Social networking networks may resemble Roblox or Fortnite, where you would have a 3D avatar in AR and visit websites in the same way that you would visit game areas in a game. The options are limitless. AR and VR will have an impact on the consumer journey from the first to the last step.

3. SEO and Content Marketing

Just as marketers migrated into optimising for search engines like Google, Yahoo, and Bing, it’s time to start researching how to get found in the metaverse. It is beneficial to use the keyword “metaverse” in a brand name, product name, or headline.

Blog posts, movies, and images will continue to be useful in the domain of content marketing. However, 3D virtual tours and dynamic 3D settings will increasingly become the type of material and experiences that people will be looking for and that you should be generating.

Concluding thoughts

meta verse

Best practices are yet to be established correctly. As a result, the significance of trying to develop your own distinct method cannot be overstated. It is also critical to stay up to date on new opportunities. Remember that you won’t be able to learn everything at once. The metaverse will definitely offer several options for enterprises of all sizes and types to reach a larger audience.

Get in touch with us at Shaktiki to learn about how you can implement effective marketing strategies: https://shaktiki.org/contact-us/ 

 

Why is PPC Advertising so important?

If you have ever come across an ad appearing alongside search results on Google and other engines, chances are you are familiar with pay per click (PPC) advertising. PPC Advertising is a model of online advertising under which an advertiser pays for every click on their ads. Usually, commercial searches lead a consumer to such an ad. Examples could be looking up a nearby grocery store to searching for a high-end gadget.

Both marketers and publications are said to benefit from the PPC approach. The strategy is beneficial to advertisers because it allows them to advertise products or services to a specific audience that is actively looking for similar content or products.

The pay-per-click model is a major source of revenue for publications. Consider Google and Facebook, both of which offer free services to their users. Using online advertising, particularly the PPC model, internet businesses can monetise such free offerings.

Types of PPC Ads

PPC Ads are a branch of Search Engine Marketing. These ads most usually appear on search engines like Google and Bing. There are three main kinds of PPC Ads.

1. Text Ads

Google Expands Your Search Ads AGAIN! What You Need to Know | WordStreamThey are composed of texts from the advertiser and usually appear on search engines.

A particular text PPC reaches you via the means of keywords common between your search and the text.

A sample has been attached for your reference.

2. Display Ads

As the name suggests, display ads are composed of images or motion graphics. These ads usually reach a user via a website on the internet. Most websites have a space reserved to be sold to advertisers to put up display ads.

Advertisers are required to adhere to certain content and image size specifications issued by the website they post their ad to.

For example –

What Is Display Advertising? (The Definitive Display Ads Guide)

3. Shopping Ads

These ads are inclusive of an image of a product, its price and various details like colour, size, dimensions etc. They get displayed on a search engine or a shopping engine when certain keywords by the users match the words in the ad.

For example –

Did you know you can advertise on Google Shopping Ads for free?

How does a PPC advertising model work?

Keywords lay the foundation of the PPC model. These advertisements end up getting displayed in search engines only when someone searches for a keyword relating to the offered product or service. If you are looking to use pay-per-click advertising models, you must thoroughly research and analyse the most relevant keywords. Investing in suitable keywords can result in more clicks and, ultimately, better revenues.

However, researching keywords is not all. Instead, Google and other major search engines employ a fully automated method known as the Ad Auction to decide the relevancy and legitimacy of ads that appear on their SERPs.

An Ad Auction is a bidding system. This means that marketers must bid on the keywords for which they want their ads to be “triggered,” or displayed. Now if you are a business selling lipsticks, your users might enter keywords like makeup or cosmetics posts which the engine will run its algorithm based upon the Auction and will thus, display the most relevant ads.

It’s worth noting that the winner of an auction is usually chosen by the “rank” in which the money is offered. The ranking takes into account the quantity of money being paid as well as the quality of the content being offered by the advertiser. As a result, the content’s quality and relevance are just as important as the bid. Using statistics goes a very long way in boosting your ad’s appearance. Hence, the importance of content marketing is unprecedented.

How to make the best of PPC Ads?

Because you must pay for each ad click, it’s critical that you only bid on keywords that are relevant to your organisation. We do not want to spend more than the returns we can expect from these ads. Look out for the following to ensure great ROIs.

1. Using a Keyword Tool

The internet is home to many tools that offer insights into the keywords that will surely work for you. Some of these include – WordStream, Keyword Tool, Found etc.

These tools also assist you in looking out for tempting negative keywords. Negative keywords, if used, will prevent your ad from displaying. Make a separate list, if needed, for both negative keywords and those keywords that perform poorly.

2. Keeping track of your ad’s performance

Conversions can be tracked on all popular platforms, such as Google Ads and Bing Ads. They also allow you to monitor the ROI of not only the total account but also specific ad groups and keywords at a granular level.

This means you may use data and insights to improve the efficiency and efficacy of a campaign over time, hence increasing the channel’s ROI.

3. Maintaining a PPC Budget Sheet

You need to establish the amount of money you are willing to invest in an ad. Your monthly budget is 30/31 times your daily budget. However, maintain a tracking sheet and input the returns realised gradually as you invest more money.

4. Knowing your competitors

Doing a Google search for the phrases you’re contemplating on targeting is the simplest approach to find out who your competitors are. Additionally, you can target up to eight keyword phrases if you scroll to the bottom of the search results page. Checking all of them for commercial intent will boost your ad conversion rate.

To assist you with the further nitty-gritty of analysing your competitors, there are many tools that provide the service. Some of them include – KeywordCompetitor, SpyFu, SE Ranking etc.

5. Maintaining a comprehensive ad schedule

It is a well-known fact that visitors to your website are more likely to convert at various times of the day and not at all points.

Ad scheduling allows you to change bids (or completely cease bidding) based on the time of day and establish an ad schedule in advance to avoid wasting money on non-converting clicks.

6. Paying attention to your landing page

A landing page is a follow up to what your ad talked about. Your landing page allows you to make a trade, a special offer, a piece of information, or a bargain. Optimising a focused landing page is critical to the success of your PPC as it should be able to sell the product or service you’re promoting successfully. Make sure it is easy to navigate without distracting or intimidating the customer. It should necessarily feature a good call to action (CTA) and a thank you note.

Conclusion

PPC can and should be a profitable marketing channel for any and every organisation. It comes with a long list of advantages that other platforms lack. It is also pretty simple to set up on the most prominent platforms.

Knowing the ABCs of PPC advertising is essential before diving into platforms like Google Ads or Bing Ads. Take the time to learn how to properly launch and optimise a campaign, as well as how to create goals and track your results. You’ll have more visitors and conversions in no time!

Contact us at Shaktiki today to book a free consultation call.

B2B vs B2C Marketing

How often have you heard the term B2B marketing and B2C marketing? This is jargon popular among marketers. However, the marketing industry has witnessed a boom over the years and so the terms have become common even among the masses.

This means many of you might be familiar with what the terms stand for. B2B is short for business-to-business. Whereas B2C refers to business-to-consumer. All business marketing can be considered either of the two. But what exactly are they?

B2B Marketing

The full form of B2B, i.e., business-to-business is self-explanatory. A business deals with another business instead of daily customers. This means that marketers have to target individuals or teams who make purchases on behalf of their organisations.

For example, a marketing software service that sells marketing tools like SEO, content strategy, etc. to the marketing department of a company.

B2C Marketing

B2C Marketing includes businesses that provide solutions to consumers. This means they sell their products or services directly to individuals for personal use. This calls for marketers to centre their marketing strategies and campaigns around an average customer in the market.

An example of this can be a retail store of a brand.

Why should you know the difference between B2B and B2C Marketing?
Image Source: Cosmetic Business

The two can also intersect like a stationery company that sells stationery to both another company and customers. Additionally, there are many similarities between the two. However, they serve different people and this leads to key differences in marketing. Let’s find out the differences:

B2B Marketing vs B2C Marketing

Buying Cycle

The difference in who you are selling your solutions to lets to a complete change in the buying cycle. An individual making decisions for himself will require a short time. Hence, B2C buying cycles are short.

On the other hand, B2B buying cycles involve many decision-makers. Employees of a company have to make sure that they make a valuable purchase for their organisation. Consequently, making their buying cycle longer.

Hence, marketers need to be aware of their buying cycle and plan their marketing strategy with respect to the same.

B2B – Work for the longer run

For this, it’s important to remember that it takes time as you sell the product to an organisation. Hence, many people have to be satisfied at every step.

This demands B2B marketers to plan a more personalised and multi-marketing plan for every organisation. Additionally, marketers should research how their solutions can be useful for the company to meet its goals. Learning about the company’s procurement process should also be a marketer’s aim.

Moreover, working with other businesses means working for months and years, so a marketer should be prepared for a longer run.

B2C – Strategise and keep it short

Consumers are aware of their needs. Considering they are making the purchase for themselves, they spend a short time making the decision. This means B2C marketers should do the following:

  • Make your ad copy short and strategically include your message.
  • Make sure you have a great SEO, so you top the search engine results.
  • Don’t make your marketing strategy boring or lengthy.

The basic aim here should be to avoid distractions and quickly motivate the customer to make the purchase.

Correct Communication

Communication plays an integral role in business. Adopting the right practices of communication can determine the final growth of your business. Sometimes the official language of communication needs to be formal. Whereas other times a more relaxed tone needs to be adopted. A change in tone can severely impact the message delivered.

B2B – Focus on the Return on Investment (ROI)

B2B marketers deal with other businesses which means they need to act rationally. But for the most part, their aim should be to influence stakeholders into believing that the purchase will be a profitable investment. Hence, their content is focused on delivering ROI.

For this, marketers should create content that emphasises how your business provides solutions that give a high return on investment. Additionally, case studies can be a great way to highlight your product or service’s strengths. Short videos and blogs can also be an effective way to promote the same.

Moreover, B2B marketers should concentrate on proving the superiority of their product or service and their ability to deliver high ROI.

B2C – Make it casual and simple

Communication with customers needs to be casual and relatable because they should not feel that you are trying hard. Instead, a casual approach that highlights the benefits of the product or services is favourable.  Additionally, make sure that you don’t use technical words or trendy slang that will make comprehending the message difficult.

Along with this, make the marketing humorous, which will allow customers to develop a personal liking towards your brand.

Content and Advertising

Considering the difference between B2B and B2C, the content and marketing for both should also be different.

B2B – Be informative

While marketing products or services to businesses, the key is to list the ways it can improve their lives. For example, you can tell them the time or cost saved with your product. In addition to this, a demo can allow you to show how your products fulfil your claims and promises.

Make sure your company prepares detailed informative articles and blogs related to your product or service. Besides this, webinars or reports can also allow you to engage the audience.

B2C – Focus on entertaining

As mentioned earlier, consumers know what they want so the marketing for them needs to be quick.

Why should you know the difference between B2B and B2C Marketing?
Source: Facebook

In order to hold their attention, B2B marketers should deliver the message in a more fun and entertaining way. However, a brand builds trust by being consistent so focus on creating familiarity for them.

Summing Up

B2B Marketing and B2C Marketing have significant differences. This should make marketers adopt different approaches to deliver impressive results. They should be aware of how catering a business is different from catering to a consumer.

Creating efficient marketing strategies is the key to growth in the modern business world. We at Shaktiki, focus on instilling this growth. So, Get in Touch with Us for getting the best marketing solutions.