There are many facets to digital marketing that can be improved with the right type of automation or software. For example, when prospective customers test a trial product but don’t convert into sales, they actually become an opportunity. Marketing automation is a solution to this (and many other) interesting customer lifecycle scenarios. Marketing automation uses targeted and automated messages to reach users at any stage of the conversion process.
A recent report from the auto dealership market put out by PCG Research showed a 200 percent improvement in the success rate of open emails using lead engagement software from Conversica. Email engagement was up across the board. The software was able to integrate with customer relationship management (CRM) systems and improve customer outreach programs at a number of dealerships. The dealerships also reported benefits from the expanded visibility into the deliverability of email communications with prospective customers and customer purchase satisfaction.
Additionally, 55 percent of subjects reported greatly improved email delivery rates over their current CRM platform. Emails using Conversica also saw over 300 percent improvement in open rate.
Marketing automation leaders provide answers to a variety of challenges. When you consider that prospects and customers are faced with a constant flow of messages, one element becomes clear and the results of the survey become more impressive. The average consumer can expect to see thousands of marketing campaigns each and every day. Modern marketers are faced with a mission of getting through all of that noise and to their targets. In the end, it is all about a proper planning, messaging, and technology approach to engagement.
Legacy tactics like batch emails and blast emails become increasingly less effective as time goes on. Properly designed customer engagement makes a difference. By implementing knowledge and tracking of the behavior of individuals that are engaged with a company, relevant conversations can be had with the customer. Communications and engagement attain a deeper level of value and satisfaction, with better dialogue across the board.
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