Remember the days before the Do Not Call list? We all had landlines that rang at home, and since this was before the days of caller ID, you never knew if the person calling was a friend with an emergency or a telemarketer calling to sell you magazine subscriptions, “limited-edition” commemorative coins, or something else you didn’t need. Often, telemarketers struck as you were sitting down to a family dinner after a long day at work. Do you remember how annoyed you felt that the caller was intruding on your family time? How effective do you think those calls were overall?
I’ll give you a hint: not very. Timing is everything when it comes to marketing (and so many other things in life). When a person is searching for information – actively seeking it – that’s the best time to deliver it, but marketers have struggled to find solutions that allow them to deliver that information at the right time. We’ve certainly gotten better at it, but there’s still room for improvement.
According to Idea Exchange, email marketing with an automation platform can be 200% more effective at converting leads than email campaigns without an automation platform. We’ve posted before about how much more effective your email campaigns can be when you use a platform – mostly because you can track the effectiveness so much better, which means you can respond and tweak emails for better results. The post at Idea Exchange focuses in on three reasons. Of the three, the first is the most obvious but the most often unstated: timeliness.
With a marketing automation platform, you can set up your email campaigns to deliver information to people at the right time: when they’re actively seeking information on the product your company specializes in. You can avoid the responses those dinnertime telemarketers often got, which ranged from annoyed but polite declines to four-letter word-filled rants, punctuated by an angry hang-up.
Running your email campaigns with an automation platform is like playing hide and seek with a superhero cloak that lets you be invisible whenever you want. It’s a super power, and it’s surprising that all marketers aren’t already using them.
For more information on how Distribion’s platform can increase the timeliness of your email campaigns, check out our white paper on the topic, learn more about our solutions, then contact us for a personalized assessment of your business’s needs and how we can help.
About the Author: Sharon Eliza Nichols created the Facebook group “I judge you when you use poor grammar.”, which grew to almost 500,000 members. She turned the content into two books, “I judge you when you use poor grammar.” and “More Badder Grammar!”, which have sold 90,000+ copies. Sharon has a law degree from the University of Alabama School of Law, she’s been featured in The New York Times and the Wall Street Journal, and she works in marketing in Virginia.