How Automation Is Changing Small Business
BY: RICHARD BERTCH ON THURSDAY, MAY 23, 2019
The goal of every small business is to maximize profits and minimize overhead. Automation makes it easier than ever for less people to get more done.
Automation is the new standard across a variety of industries like shipping and eCommerce. The manufacturing industry has been automating processes and systems since its inception.
Today, powerful technology costs a fraction of what it did in the past, so small businesses can get more done faster. Accounting, marketing and customer service are just a few examples of where your business can benefit from automation.
The key to making automation work for you is to make sure that you don't use automation to degrade your customer's experience.
Email Automation for Lead Nurturing
One of the biggest challenges in marketing and sales is keeping up with leads. It's tempting to spend every spare moment chasing after a hot prospect who wants to buy now without working on other leads in the pipeline.
But what about the leads who may have an ample budget but don't have any immediate needs? This is where email automation comes in.
Why Automate Lead Nurturing?
If your company generates a high-volume of leads, they will need time and attention to convert to paying customers. Small businesses often don't have the manpower or budget to begin hiring people to take care of these leads one-on-one.
Lead nurturing through email allows your business to continue a conversation without being present.
Advantages of Automated Emails
Since many small businesses don't have the resources to focus on converting cold or warm leads to customers AND close imminent deals, email automation is the solution.
Automated emails work great for more than just lead nurturing. Every buy anything online? Most of the emails you receive after you buy are automated. If you've ever put anything in a shopping cart and not purchased it, you may receive an abandoned cart email reminding you to go back to site and finish the sale.
Still not convinced that email automation is important? Here's why it is:
- Recycle an email sequence for every prospect. Sales conversations often take place through email. Use a series of emails that led to a sale and convert that into an automated sequence so you can easily replicate your wins.
- Personalize each email with merge fields. Generic email communication doesn't cut it. According to Experian, personalized emails generate six times the amount of transactions. Using a sales acceleration email-based application like Mixmax allows you to go beyond personalized fields such as name, company name and more into each email and add personalized videos, polls, calendar availability into your emails
- Give your employees (or yourself) more time to work and less time managing email. Email isn't going away anytime soon. Automating email and the manual tasks in the sales process gives your company more time to get other work done and less time managing emails that could be automated.
Wrapping It Up
By investing in email automation, many marketing and customer service tasks will stop eating away at your precious time.
Automation boosts lead generation efforts exponentially. Once you've got the sale, post-purchase campaigns like newsletters or drip email make it easy for you to stay in touch and improve customer retention.
Your competition is looking for every opportunity to snag a customer away. By create a solid communication plan that includes automated email, you won't make it easy for them.