I was surprised when I saw the results of a recent Email Benchmark Survey from Marketing Sherpa. It shows the effectiveness of email marketing at achieving objectives. The top 3 were:
- Increasing website traffic
- Building Brand Awareness
- Increasing Sales Revenue
#1. Increasing Website traffic – I'm surprised this was #1. While generating known visitors back to a website is always good, it would not likely be #1 for those who have adopted marketing automation. Email recipients have likely been to the website at least once. So generating the same eyeballs to your site is probably not as ideal as generating net new eyeballs to your website.
Email is not the best solution for this. Social media, Blogs, PCC and organic search will get you further every time obviously. Don’t get me wrong. Getting someone to click through an email to a specific, relevant landing page with a form on it probably counts as increasing website traffic, but increasing website traffic wouldn’t be my #1 objective. Yet it was the #1 most successful email objective in the survey.
Top B2B Marketing Automation Email Objectives: Align with the goal of the CEO. How?
- Use email to drive form conversions
- Use email to drive segmentation (through topic click throughs and/or progressive profiling)
- Use email as feeders to nurturing and scoring programs
- Use Autoresponder emails to fast track the next call to action
Visit my brand new website and learn more about Return on Marketing Investment (ROMI)
-Demand Generation/Marketing Automation Consultant, Astadia
-Eloqua Certified Marketing Best Practices Consultant
Please share this: