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How does bounce rate affect your email campaigns?
Hey guys,
Because I get so many questions about this issue, I thought it would be a good idea to post an article on our blog, so that everyone can read and understand one of the most important factors your emailing campaign depends on: the bounce rate.
For those who don’t know it, the bounce rate is the number of emails that you send to a recipient, and who come back to your inbox, with an error message saying something like “sorry, this email does not exist”. We’ve all had this at leas once in our lifetime, most likely because of a spelling mistake when you write an email.
Well, when you send many emails, it is inevitable that some of them will bounce back. However, the percentage of emails that bounce back is extremly important, because any bounce rate above 8% – 9%, will have 2 consequences:
- an immediate one: your email routing services (like MailChimp, MailGun, SendInBlue, etc…) will suspend your account
- a more pervasive and subtle one, which you will notice when it is too late, or even worse, never: your email server reputation, and the reputation of your domain name will decline, and your emails will likely land it the spam folder of your recipients. You will not see this, no one will alert you, but the most likely tangible consequence is that fewer and fewer people will answer to your emails. Most of the marketers, seeing this apparently low efficiency of their email campaign, will draw the conclusion that the emailing channel is not a good communication channel, and will abandon it.
One of the strengths of GetEmail.io is that when you use it according to our recommendations, we deliver highly accurare emails, around 95% of accurate emails, and that makes all the difference.
Thanks !
PS. Depending on your industry and business, there are different strategies to decrease the bounce rate, I’ve stumbled upon an interesting use case here: https://solitaired.com/5-steps-that-decreased-our-bounce-rate-by-a-huge-41-percent
Robotic Process Automation: The Future of AI
How artificial intelligence help to build marketing automation?
If you look back for technology news in recent years, you will find out the huge improvement of artificial intelligence (AI), and the gradually intensive utilization in marketing and workflow management. It differs from marketing automation (MA). Artificial intelligence refers to the computer system that can tackle tasks or solve problems by itself. However, in marketing automation, the marketers use software to automate some repetitive marketing work. The integration of AI and MA makes many possibilities for future marketing and sales. In some sentences, AI makes marketing automation smarter and more interactive.
By 2025, the revenue of the AI market worldwide will climb to nearly 60 billion USD (Statista.com); while for the MA market, 7.63 billion USD (Grand View Research, Inc.) They are both large markets with promising potential.
Imagine yourself as a marketing manager for a brand-new start-up, or a company that wants to apply marketing automation solution. What should you know? Where to start?
The goal of this article is providing you the insights that how do you apply automation to marketing work, but also how artificial intelligence plays an essential role in different stages.
Generate Leads and Analysis
It seems fascinating if the whole leads generation process is done automatically, and exploiting MA sounds like a trendy idea. However, according to the research that done by HubSpot, lots of the marketing automation investment ended up failed. Why was that?
Before answer it and explaining how AI helps this process, we need to incorporate the marketing funnel concept, and understand where to apply MA and AI throughout the funnel. We will adopt the D’Haen & Van den Poel’s framework. As we can see, before a prospect become your lead, there are many characteristics that those prospects need to fulfill. Those qualities could be: awareness of needs; degree of urgency; trust in your products/service; willingness to listen and share, etc. (Brooks, 2017, Järvinen & Taiminen, 2016)
Usually, leads generation often refers to as “top of the funnel” (TOFU) activity, and this part of work could be time-consuming and requires advanced analysis skill if your goal is to gain a decent amount of high quality leads. Under this circumstance, many marketers rely on the marketing list that they can purchase from a third party or squeeze from their existing database, then apply marketing automation platform (MAP) for uniformed content sending. However, in the research done by softwareadvice.com, solely employing marketing automation returns mediocre performance regarding leads acquisition (69%) and retention (50%). Lack of in-depth analysis and mature strategy will cause inefficiency of following marketing work and hurting ROI eventually.
Understanding the behaviors of prospects and identify if they are qualified to become leads will need more investment and engagement. That’s why multichannel analysis is essential at this stage, and it can be done with the help of artificial intelligence. With the resources from a different channel, the measurement of potential leads will be more comprehensive and more reliable. Also, it generates higher possibility and higher value in comparison with cold lists.
On the other hand, AI can help decreasing the human inaccuracy throughout the leads acquisition process. For most of the sales representatives and marketers, even though they are fully dedicated to the leads generation work, there is still room for errors that they may target wrong prospects. The combination of multichannel analysis and big data will more likely to provide authentic and systematic insights.
A typical MAP like Marketo provides more TOFU solutions for companies. By utilizing AI, it bolsters the leads generation process from multi-channels. According to the official website of Marketo, they integrate social media, personalized content, SEO and the client’s website to deliver the sophisticated leads.
Another handy solution is Nova.ai. Based on big data analysis, it understands different persona by segmented the prospects in order to create very personalized content for multiple channels: email, SMS, social media. Nova.ai also provide the customized insight research/analytical report for future marketing use. They use the AI to find the best way to comprehend your cold leads and approach them.
Targeted marketing and Nurturing Leads
After analysis, you have the specific segmentation of your leads. For the different group, there will be different strategies for follow-up and nurturing. High-quality work at the previous stage will make this one easier to achieve. Lead nurturing is so vital that most of the marketers recognize it as the most valuable feature for MA (Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success”, 2015). To successfully achieve nurturing goal, you need to provide relevant content to boost leads’ interest further towards purchasing and give them the responses in a suitable time.
For many B2B marketers, the content created is essential. AI actually makes the marketing more “human” by personalizing the content of marketing campaign: after segmented the prospects, AI will generate the targeted content and information with different preferences and needs. The goal is to create a personalized experience for the leads. The deeper you understand them, the more specific you can provide, the more honest feedback you will get, so that you can optimize the customers’ value in long-term.
Also, the timeliness has been listed on the most important element of the B2B marketers. (Demand Gen Report, 2017 B2B Buyer’s Survey Report) The responding process can be daunting and seems endless if you do it manually. Especially there are many clients and need to take care of different time frame.
AI can help intensively at this part. Apart from content creating, Nova.ai has its own calendar system, it will automatically line up the response sequence, then reminds you to send the messages or let the MAP executes it by itself. The follow-up schedule can also be automatically modified regarding the time when you hear back from the leads. Service provide by conversica.com also allows you to carry on the human-like conversation using AI and ensure that every single lead has been followed up. Both tools can be synchronized with the leads generation platforms like Marketo.
When leads become deals
Now we move to the bottom of the funnel, your MA strategy is succeeded and your leads are decided to purchase. What a great news! However, the funnel doesn’t end by now, if you did an on-point job managing your customers, the funnel will keep working for them.
There is another theory that the sales funnel is not linear but a loop. Paid clients can be repurchasing if the tracking and nurturing works are efficient. So targeted marketing dedicated to the paid clients will help them to remind the image of the brand and continue to stimulate their interest and passion for the company or the service. Finally educated them into a loyal customer who will constantly repurchase.
At this stage, targeting marketing still plays an essential role. And the purchasing history will be a treasure for behavior analysis and content generation. On the other hand, CRM integration will complete the whole transition from marketing to sales. 67% of marketers using the strategy that coupled MAP and CRM, according to The State of Pipeline Marketing Report in 2016. In the research of Järvinen also mentioned the importance to combine CRM when the leads hold the intention for purchase.
Email marketing and MA
Many marketers hold confusion about the difference between marketing automation and email marketing. Indeed, email marketing can be a highly automatic process, and can be a way to practice MA. However, marketing automation in general is more broad than just emailing. As mentioned previously, MA contains leads generation, data tracking, leads nurturing and overall analysis. Email is just one method to fulfill those functions, and email alone is not efficient for the whole MA workflow.
Even though there are shortcomings where marketers only use MA in email marketing, as the most existing form of marketing automation (Ascend2: “Marketing Technology Strategy”), email marketing still retains its power among all the automation approaches. The merging of artificial intelligence has enlightened the marketers to optimize the automatic level of email marketing.
Amazing future for AI and MA
Artificial intelligence makes marketing automation possible, and help marketers working smarter and more efficient. There is still lots of potential for applying AI in MA working flow, only 37% of capability has been developed in marketing work. (State of Marketing Automation Benchmarks for Success, 2017) AI will be more intensively using in the future marketing work and it’s inevitable.
A higher involvement of real, human-like conversation will be the trend for the next generation of marketing AI. Chorus.ai has already launched the solution where AI can record the sales meeting and analyze the content of it. Afterwards, generating the summary, performance measurements and the customer insight analysis. Imagine in the future, a customer will confront with a virtual sales representative and it’s smart enough to understand everything that he or she said and give the correct response, or even complete the deal on behalf of the company.
Marketing automation makes marketers free from the repetitive process, and the artificial intelligence makes these processes more human-like. The combination will be long-lasting and keep developing. That being said, for B2B deals, human involvement is still relevant and critical. AI and MA are smart and can help you to prepare the necessary analysis. However, the best way to understand clients’ needs, is by listening to them, in a real conversation.
Bibliography
Joel Järvinen & Heini Taiminen. (2016) “Industrial Marketing Management”, Industrial Marketing Management 54 (2016) 164–175
Bruce Biegel. (2016) “The current view and outlook for the future of marketing automation”, Palgrave Macmillan 1746-0166 VOL.10 NO.3 PP 201–213
Jordie van Rijn. (2017) “The Ultimate Marketing Automation statistics overview”, emailmonday.com, available online from:
statista.com, “Revenues from the artificial intelligence (AI) market worldwide, from 2016 to 2025 (in million U.S. dollars)”, available online from:
https://www.statista.com/statistics/607716/worldwide-artificial-intelligence-market-revenues/
Grand View Research,Inc. (2017) “Marketing Automation Software Market Size Worth $7.63 Billion by 2025”, prnewswire.com, available online from:
https://www.prnewswire.com/news-releases/marketing-automation-software-market-size-worth-763-billion-by-2025-grand-view-research-inc-622492524.html
Jeb Brooks. (2017) “The 5 Characteristics of a Qualified Prospect”, brooksgroup.com, available online from:
https://brooksgroup.com/sales-training-blog/five-characteristics-qualified-prospect
Karen Axelton. (2017) “B2B Organizations Seeing Success Incorporating AI Tools Into Lead Follow-Up Process”, Industry Insights, available online from:
https://www.demandgenreport.com/features/industry-insights/b2b-organizations-seeing-success-incorporating-ai-tools-into-lead-follow-up-process
Hubspot.com, “What Is Marketing Automation?”, available online from:
https://www.hubspot.com/marketing-automation-information
Ted Vrountas. “The Marketing Funnel Explained From Top to Bottom”, autopilothq.com, available online from: https://blog.autopilothq.com/marketing-funnel-explained/
boldigital.com, “The State Of Marketing Automation 2017”, available online from: https://blog.boldigital.com/the-state-of-marketing-automation-2017
Gabor Koncz. (2016) “Optimize your email follow-ups automatically: introducing Artificial Intelligence for Marketing Automation”, AI for Marketing Automation, available online from:
https://automizy.com/blog/2016/07/artificial-intelligence-for-marketing-automation/
Drew Robb. (2016) “8 Marketing Automation Best Practices”, enterpriseappstoday.com, available online from: http://www.enterpriseappstoday.com/crm/8-marketing-automation-best-practices.html
Mike Kaput. (2017) “3 Ways to Use Artificial Intelligence for Lead Generation, Qualification, and Conversion”, marketing institute.com, available online from:
https://www.marketingaiinstitute.com/blog/3-ways-to-use-artificial-intelligence-for-lead-generation-qualification-and-conversion
Viktor Egri. (2016) “14 Marketing Experts’ opinions on how Artificial Intelligence could be used in Marketing Automation”, AI for Marketing Automation, available online from:
https://automizy.com/blog/2016/08/14-experts-opinions-how-use-ai-in-marketingautomation/
Marketo.com, “The Definitive Guide to Lead Generation”, available online from: https://www.marketo.com/definitive-guides/lead-generation/
Changes in our freemium model
Hello everyone,
I hope the summer allowed all of you to take some holidays, and take advantage of the sun 🙂 Here, at GetEmail.io, we’re back and working, improving the service, as always.
Today, we’ve taken the decision to restrict the free plan, due to many users trying to abuse the system by creating multiple fake accounts. From today, the free plan will give only 10 free credits / month.
This will slow down the total number of email searches for GetEmail.io, and will allow us to focus more ressources and speed to our paying users.
Cheers!
Italy loves GetEmail.io!
Hi folks,
Just a quick message to thank Andrea Bovarini, our italian marketing partner, for featuring GetEmail.io on his blog :
http://www.andreabovarini.com/2017/04/27/getemail-find-email-addresses/
So proud to see that our efforts yield positive results, especially in lowering the bounce rate of the emails our algorithm finds (<4% according to the article), resulting in an open rate on Mailchimp way greater than on average.
Thank you Andrea!
GetEmail.io is featured in Entrepreneur.com!
Dear GetEmail.io users,
We’re so proud to tell you that one of the biggest online magazines, specialized in startups and entrepreneurs, talks about GetEmail.io.
To read it, please click here :
https://www.entrepreneur.com/article/295269
Many thanks to Jeremiah Desmarais, who tested our service, purchased one of our paid plans, used it successfully and now talks about GetEmail.io in his articles.
Cheers,
MARKETING MAILING CAMPAIGN AS THE FORERUNNER OF BUSINESS DEVELOPMENT ACTIVITIES
Although, sometimes considered as disputable, marketing mailing campaign remain a very cost effective way of acquiring new market shares.
Attracting the attention of your future consumers can be daunting, either you are a small business looking at developing your activity or if you are a multinational seeking to expand your market shares. Approaching leads via emails is widely applied through business models emanating from every corner of the earth, independently from the nationality or the cultural habits.
Gathering clients and users from all around the world enabled the Getemail team to grasp the efficiency of mailing campaigns for business development strategies:
- Educate yourself on your market
- Document your research with facts and figures
- Identify key POC or leaders (through Linkedin, Viadeo, Weibo, Xing etc…)
- Find the email address of the person identified WITH GETEMAIL !!!
Some graphs and numbers attesting for the above statements :
The mobility factor highlighting the importance of email communication:
- 75% of Gmail’s 900 million users access their accounts on mobile devices.
Source: McKinsey
A Business Development campaign can be severely affected by inaccuracies, in the contact details, of your future prospects. This confirm the necessity to equip your business with Getemail. The most efficient strategy in customer acquisition relies on informative data which reduces the gap between companies and users. Moreover, the email remains the most reliable communication channel for businesses.
Laura Quintard
Chief Marketing Officer GetEmail.io
GETEMAIL IS GOING ALL FLEXIBLE FOR THE SUMMER !!!!
The user and the client’s satisfaction is at the heart of GetEmail’s values, therefore, we reconfigured our offer to match your claims and expectations.
- GetEmail enables you to choose between a monthly or a yearly subscription with no bounding commitment, forbidding you to cancel your account whenever you want.
- GetEmail offers a yearly subscription which entitles to a very profitable discount and spares you to proceed with monthly payments. This offer is applicable to each versions from Basic to Ultra.
The Getemail team is dedicated to the understanding of the corporate environment. Through numerous chats, discussions and customer feedback, we appreciate the importance of data sharing within a project team or a unit, among others. This is the reason why we designed a corporate offer which can be specifically tailored for your company.
- Getemail’s corporate offer:
- It enables you to share your credits or to have multiple users accounts.
- It is to be used in a professional environment and participants have to provide their professional email address.
- The aim of this account is to provide a convenient online solution which can benefit the team beyond the sole user.
- You also benefit from a technical and functional assistance 24/7 independently of your location.
This engenders an optimal management of your the email addresses and lead’s information, you would have gathered on your Getemail account. Getemail went forward with these new measures to encourage team work and knowledge transfer, on lead acquisition projects.
We are aware that lead acquisition is a tenuous part of your job. Hence, our aim, despite providing you with an online solution, is to facilitate your lead acquisition process and your job in general !
Laura Quintard
Chief Marketing Officer GetEmail.io