Creating Engagement-Based Email Marketing with Marketing Automation Platforms
Updated: Mar 18, 2020
As email marketing is getting smarter, there is more focus around sending emails to subscribers who are actively engaging with their emails. For instance, if a contact engages frequently with you, he should be regularly nurtured with content and updates until eventually converting into a customer. On the other hand, it doesn’t make sense to continually send emails to a contact if they never open any of your emails. Marketing automation platforms identify these unengaged contacts and will stop sending emails to them. This helps to protect your domain name and improve the chances of emails landing in the inbox and not the dreaded junk mail folder.
To send the right email to the right segment, you need to identify all the behaviour of your leads. This is where marketing automation platforms come into play. Engagement tools are used to ensure that you are given the opportunity to send emails to any contact that is engaging with you through email. These tools include form fills, IMAP-synced mailboxes, Media Center links, and tracked site visits. Data collected from this type of engagement can help segment your lists ensuring you send meaningful content to your contacts through behavioural based emails.
Email marketing is still a fundamental strategy for engaging with your target audience and converting them to