The rise of marketing automation: beyond the ‘batch and blast’ email

The rise of marketing automation: beyond the ‘batch and blast’ email
SHARE
THIS



While marketing automation is a great catalyst for marketing and sales teams to deliver better ROI to the business they’re supporting, it is one thing to have marketing automation software but implementing and using it effectively is a different story.

According to Bill McNamara, CEO at Marketing Decisions, marketers need to have the whole picture and the right support to get the right results from marketing automation technology.

“Unless you have the right knowledge and experience around bringing marketing automation to life and making it work, then you may as well be buying a sack of potatoes because in the end it is just a piece of software,” he said.

So how can marketer’s use automation software effectively to increase customer engagement and improve ROI?

McNamara shares the five things any marketer needs to know when embarking the automation journey.

Be willing to change, learn and improve

You need to be willing to change, learn and improve. You need to recognise you can do better and be willing to put the effort to make that happen. The success factor of marketing automation relies on recognising that there’s much more to this than just a bit of software. You need the software; but you also need the whole picture and the right support to get the whole thing working well end-to-end.

‘Batch and blast’ emailing is dead

It’s getting harder and harder for the traditional batch and blast email to deliver the results they previously used to deliver. Over the past couple of years since we’ve been supporting Eloqua clients, we’ve been sending out literally millions and millions of emails and we’ve seen it get harder and harder to get results this way. Back when we first started you could almost send any old email out, forget the subject line and the content of the email and it would get through to customers. But that is not the case anymore. Companies now have to work smarter. They have to have marketing processes supporting what they’re doing.

At the end of the day email is just a channel, one small component of a much bigger picture. Brands need to be able to stand out – it’s an overcrowded place to be in, trying to get your emails into that inbox and opened and actioned upon is tougher than ever.

It’s all about data

Marketing automation emphasises the importance of enriching your database. It’s about identifying what the key data points are to ensure that relevance to the people you’re targeting. Other important elements to consider include good segmentation, running micro campaigns – the opposite of the big batch and blast so you’re increasingly relevant to people.

Reach out to your customers in real-time

Marketing automation provides the great opportunity to plan ahead and schedule so you’re able to engage with customers in real-time, as they are interested. It creates the opportunity to engage at the point of heightened interest. For example, when somebody completes a form on your website you can automatically respond to that at the time they’re interested.

Download the full article The rise of marketing automation: beyond the ‘batch and blast’ email here

Marketing Decisions is a platinum sponsor of MAD Week 2014, Australia’s largest and diverse media festival. Join Bill and his team at the event to explore the strategies and tools needed to take marketers forward in the future.

For pricing enquiries click here

For more information download the official event agenda or visit www.madweek.com.au

Please login with linkedin to comment

Anytime Fitness Ccampaign University of Sydney

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]