How to Grow Your Marketing Agency with Email Marketing Automation?

Introduction

Running and managing a Marketing Agency is quite a challenging undertaking, as the owners have to take into account hiring, accounting, selling, marketing, payroll, lead generation, account management and more. Also, they are responsible for yielding desired results for their clients. All these also include a series of obstacles hence it is necessary to take a strategic approach to work around these challenges. AI in email marketing lets marketing agency owners explore valuable opportunities to grow, thrive, and emerge amidst everything.

The below section talks about notable tactics for growing a marketing agency using email marketing automation. These will certainly guide marketers in taking their marketing agency to new heights and help streamline repetitive tasks. Email marketing automation is an excellent time-saver for marketers. Hence it will be completely worthy to put some time into understanding email marketing conversion rate.

What is the purpose of email marketing automation?

Email automation has two main categories triggered emails or transactional emails. Transactional emails refer to messages that do not require permission to send like order confirmations and shipping notifications. On the other hand, triggered emails aid in pushing prospects down the sales funnel. Marketers send curated content on a predefined schedule.

This is where a SAAS Email Marketing platform is necessary to streamline the marketing process. There are a series of options available and if someone is running promotional email or dedicated email campaigns the provider is likely to have the option of dripping the campaign.

How to begin an automated email marketing campaign?

The first step of starting an SAAS Email Marketing campaign is ensuring that there is a collection point for email submission on the website. After it has been set up the below steps will help in setting up and running an email nurturing program.

1. Collect Lead Data

The website should contain lead forms across pages to collect valuable data from prospects. Marketers can create these pages using information they wish to collect like name, email address, budget, company, location, industry, etc.

More the number of fields, the more the scope of personalizing email messages. However, it must not turn down the prospect as not everyone is willing to fill out lengthy forms.

2. Define Clear Goal

Just as any other marketing campaign one would be required to think about the auctions that will help in driving automated emails. Every marketer looks to achieve higher open and click-through rates. There are other factors as well like signing up for demo products or achieving a certain email marketing conversion rate. Hence it is crucial to set a specific goal so that one is able to work backwards and develop content necessary for driving a drip campaign.

3. Create content for the Sales Funnel

It is always a safe idea to begin with existing content. Performance of the content mostly depends on opening and click-through rates. It also helps the marketer in understanding converting factors. Sales teams often have favourite case studies, blog posts, and product pages that help keep prospects engaged.

4. Set Qualifying Condition

Marketers often find themselves confused between creating new content and setting qualifiers. One can do both simultaneously with a strategic approach and create appealing marketing messages.

The idea is to generate as many leads as possible and push them down the sales funnel and the drip marketing campaign. For this purpose one can choose to create their own scale. Marketing automation tools also provide suggestions based on customer demographics, company, marketing budget and other related factors. If the lead belongs to the same category as the target audience there is always scope for scoring higher.

When it comes to content, less actionable pieces are likely to have a lower score. On the other hand, trending content that informs and converts leads about a product has more value. As a result the sales team has less work to do. One can score with product making content, case studies, demos, and push them alongside drip campaigns for higher email marketing conversion rate. The entire process is largely dependent on the goal of the marketing campaign.

5. Keep Testing

Marketers keep testing every aspect of a new marketing channel or campaign to fine tune their approach and related processes. The same also applies for automated email marketing. One needs to check whether it will generate desired results for their agency. It is crucial to find the right combination of scoring and messaging to effectively move leads towards email marketing conversion rate.

Strategies for continuous testing:

1. Create Multiple Copies

In place of creating 3 variations of “buy now” marketers should focus on creating variations that encourage prospects to take different actions and also add to their value proposition.

2. Appealing Designs

It is important to figure out right at the beginning which form of email layout works the best. While some people prefer CTAs adobe the fold others prefer a basic navigation present at the top of the email.

3. Sending Time

Check what time of the day or week is the best time to send emails and get optimal results for engagement.

4. Scoring

It is understandable that requesting for a product demo is a qualifying action which is not the same with case study. Similarly a whitepaper focuses more branding and leaves a prominent mark in the minds of a prospect. Marketers need to be flexible and work with the sales team to find ways of scoring higher leads.

5. Repurpose Content

Blogs, promotional content, whitepapers, or product lines that generate good response are best placed in the automated email funnel. Also one can choose to test new iterations against what was present previously.

6. Touchpoint Monitoring

Marketing agencies typically leverage multiple channels to reach their prospects. However it is important to keep in mind that marketing emails require some effort to function with advertisement platforms or outside the marketing campaign. Prospects must not feel overwhelmed by brand emails.

7. Analyze and Optimize

Regardless of the brand type after the marketing campaign is live one should define clear success metrics and realistic expectations. So it is best to optimize on the go. Every SAAS Email Marketing system features analytics dashboards for performance monitoring. One must keep an eye on the number to get best results. Cutting down on the number of emails in the queue is helpful to get relevant content quickly.

Conclusion

When it comes to growing a marketing agency with AI in email marketing there is no one size fits all solution. Agency owners are required to explore different tactics to find out what works best for their agency and target customer base. Luckily with the introduction of automated marketing tools like ManagePlus the task has become a lot easier than before. It features a host of automated reporting and monitoring features and streamlines the overall marketing process. Automations boosts scalability for digital agencies, business owners are able to focus on strategic aspects instead of wasting time on repetitive tasks. Marketing agency owners must start using agency AI in email marketing to scale and monitor their organization effectively.