We continue to compile the best moments of the IV Meeting of Agencies, held on May 19. On this occasion, we comment in detail on the presentation by Bruno Vázquez-Dodero, organizer and director of Aula CM, on creativity and the importance of Content Marketing for companies.
Bruno began his presentation by emphasizing the importance that Content Marketing has acquired for companies and how it has transformed Email Marketing and SEO positioning in recent years. Looking back, he told us about the misuse we gave to email and how today, companies use it to double their sales.
Here you can see the full video of his presentation:
1. The evolution of Email Marketing towards automation
The massive use of emails or the "hateful" forwarded email chains have been dying out over the years. It was clear that at some point the user would get tired of so much spam and reject any product, service or content from companies that do not bet on more personalized communication.
Then, thanks to content marketing, we started using email to australia telegram lead newsletters to our subscribers. Later, email evolved with lead magnet strategies , which consist of getting subscribers in exchange for offering valuable content, such as an Ebook, free course, gift, trial, etc. And we are currently experiencing the automation boom.
Automation applied to the sales funnel helps to achieve more conversions and promotes loyalty and awareness of your brand. This "autopilot" can be activated with programs such as Active Campaign , infusionsoft or Benchmarkemail . You can find out who abandons their shopping cart or who buys from you on a recurring basis to personalize the message.
Online stores that are not using automation are losing sales opportunities.
Bruno shared with us an anecdote that shows how much you can personalize and build customer loyalty through email. This is the email he received after making several purchases in a row from an online electronics store:
email marketing example
– «Hi Bruno, another order? You've already made a few, eh... What a genius! At this rate we're going to create a section «Things Bruno Vázquez-Dodero likes» –
In this case, PC Componentes, using some automation tool, has programmed that when someone buys more than 5 or 7 times, they receive this fun and eye-catching message for the user. Most likely, they will receive an email with a message of the same style for those who abandon their shopping cart, for those who buy only once or for those who repeat the same product many times. What do they achieve?
Surprise and attention
Humanize the brand
Make the user remember you (brand awareness)
Automated loyalty
Promote more sales
Positive reviews and recommendations
User control and purchasing processes
Bruno meeting of agencies in Madrid
2. Balance between automation and personalized emails
Automation is great and can improve results as long as we know how to use it, but let's be honest, in the end automation is noticeable and there must also be a human factor in the sales process.
In an advanced phase of the sales funnel , a person should intervene to speak to you one-on-one, in a direct and human way. They should answer your questions or simply thank you. So we could say that the real effectiveness of Email Marketing lies in the balance between personalized automation and direct contact between seller and customer.