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More than half of B2B marketers say email is their most effective channel in terms of revenue generation. So it’s no surprise there is an entire sector around improving email effectiveness and ROI. In fact, 49 percent of businesses use some form of email automation to enhance their strategy. The marketing automation platform, Marketo, sent more than 30 billion emails on behalf of their customers last year. Offering further proof that automation is very, very useful. Mining Reply Emails Reply email mining is the process of extracting marketing and sales intelligence from email replies. This strategy benefits any business using email marketing. But, it works particularly well for B2Bs practicing account based marketing strategy, and those wanting to learn more about inbound leads. Mining reply emails closes the loop on email automation. You’ll extract valuable intelligence about the leads and accounts your business is already engaging.
This data is then applied to automation platforms, so your team continues nurturing leads, penetrating target accounts, and ultimately closing more deals. But let’s get back to those 30 billion emails sent (and that’s just in Marketo). Account Based Intelligence Every time you send an email campaign, it generates replies. Think of the unassuming replies like out-of-office, left-the-company, other change notifications, and manual replies. Research shows average email marketing campaigns have a two percent reply rate. Looking at just the 30 billion number above, that’s 600,000,000 replies Timeshare Owners Email List per year. Replies that usually get deleted! Businesses either don’t know how valuable these replies are or simply don’t have the resources to analyze and mine the replies manually. But that’s a huge mistake. Buried in the unstructured body of reply emails is a wealth of account based intelligence. Ignoring them could mean leaving countless deals—and dollars—on the table. Just what kind of intelligence are we talking about here? Let’s dig in. Examples Of Reply Emails First things first, it’s important to understand the anatomy of a reply email.
More specifically, what type of information you’ll find in one. Let’s take a look at two popular types: out-of-office and left-the-company. reply email From this Out-Of-Office, you learn: Mark is out of the office When Mark will return Mark’s title Mark’s cell phone number Stephanie’s title and email Bruce’s title and email reply email From this left-the-company reply, you learn: Existing Lead (Pamela): Pamela is no longer with the company Her last day was July 30th Your new contact is Jenni New Contact (Jenni): Jenni is your replacement contact Title Phone number Email Your mind is probably off to the races before we even dig into how to leverage this information. Leveraging Out of Office Intelligence Now let’s take a look at how to leverage this same information from an operational, tactical, and strategic standpoint. Out-of-office intelligence: Joe is out of the office Joe’s title Joe’s cell phone number Sally’s title and email Bruce’s title and email Operational: Update your database. If you only had Joe’s email before, say as a result of an inbound campaign, now you have his title and his cell phone number. This information is pure gold to your sales team, especially if Joe is a hot lead.
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發表於 2024-5-2 12:34:45