Email marketing is one of the major tools used by businesses to reach potential customers. In fact, educational and promotional email communications can be the approach to convert leads into customers!
In today’s hyper-competitive business environment, marketers need to step into customers’ shoes to design an email funnel that weaves magic for the business.
Irrespective of the category (i.e. promotional or educational), emails should not irk the recipient; else it might damage the brand’s reputation. As mentioned by the famous investor Warren Buffet:
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.Warren Buffet
So, how can businesses build winning email-marketing campaigns that not only have high CTOR (Click-to-open-rates) but also provide high conversion rates? Well, the first step would be to choose a platform (or tool) that has features that cover all the important touchpoints (i.e. email, mobile, and web).
Since every customer is different, the shortlisted platform must be able to craft hyper-personalized emails that can be seamlessly delivered to the target customer segment. Oracle Responsys is one such popular campaign management platform that is preferred by a range of businesses.
In our introductory blog of the #oracleresponsys series, we look at the ‘email marketing’ feature of the Oracle Responsys Campaign Management platform.
What Is Email Marketing Automation
Manually sending emails to customers is a thing of the passé since it is not a scalable and reliable approach. Also, the manual approach falters in case the business has a global customer base. Just imagine, your prospective customers (or email subscribers) receiving Christmas Discount coupons even before the clock has ticked 12:00 AM (on 25th December) 🙁
Email marketing automation is the way forward to ensure that your intended customers (current & prospects) receive hyper-personalized emails, that too at the designated time! In simple terms, email marketing automation leverages the potential offered by ‘automated workflows’ for sending emails to the right people at the right time.
Since email marketing is an integral customer acquisition channel, investing in the best email marketing tool is sure to bring the best ROI. Irrespective of the line of business (i.e. B2B, B2C, utility, SaaS, etc.); email marketing can be considered as the gold mine for the following:
- Lead nurturing
- Execution of remarketing campaigns
- Customer retention
- Promotion of product (or services)
- Driving traffic and increasing engagement
Now that we have covered the essentials of email marketing, let us do a deep dive into the ‘Oracle Responsys’ campaign management solution. Though this product suite from Oracle can do much more than email marketing automation, we would be limiting the discussion only to email marketing automation.
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What is Oracle Responsys
As shown below, email marketing is the major enabler to get leads in the TOFU (Top Of The Funnel) and MOFU (Middle Of The Funnel). Email marketing in Oracle Responsys can help in increasing leads across the sales funnel.
Oracle Responsys is a cross-channel orchestration platform that provides marketing teams a centralized place to design customer experience journeys across diverse mediums like email, web app, SMS push, and more. This gives an opportunity to reach current, as well as, potential customers through their preferred medium.
Its integration with popular social media platforms like Facebook, LinkedIn, etc. also lets marketers tap the audience that is active on those channels. The relational data model used in Oracle Responsys makes it easy to segment the target audience for diverse sets of marketing campaigns.
The integral question is what can marketers do if the campaigns are not effective in generating leads? Well, the BI tool in Oracle Responsys gives insightful details about the performance of the email marketing campaigns. The details about open rate, CTR, etc. are further useful in optimizing the existing email campaign or planning the next campaign in a more meticulous manner.
Over & above, the simple and intuitive UI of Oracle Responsys campaign management makes it easy to plan and execute cross-channel marketing initiatives in a jiffy!
Email Marketing features of ‘Oracle Responsys’
As mentioned earlier, digital marketers use Oracle Responsys for executing a range of activities like automated email marketing, audience segmentation, customer journey orchestration across different channels, and more.
Major features of Email Marketing module of Oracle Responsys product suite:
Hyper-personalized email marketing
With the email marketing module, digital marketers can craft emails with a deep level of personalization. Personalized touch in emails has a huge impact on the open rates of emails.
Since it is built for large-scale enterprises, businesses with huge scale can leverage Oracle Responsys to send personalized emails to their potential (and/or existing) customers (even if they are residing in different time zones).
Campaign Production with ‘zero’ flakiness
The intuitive easy-to-use email designer helps marketers in designing and personalizing email campaigns.
Email previews across devices ensure that there are no cross-browser glitches when the email is rendered across different browsers, platforms, or devices.
Improved Secure Collaboration
Just imagine, someone accidentally deleting an email campaign that might have taken days to create 🙁 Oracle Responsys promotes secure and tight cross-collaboration between teams.
There is flexibility to set permissions and authorization levels at different levels in the suite. This helps in making sure that relevant team members have access to the right set of modules.
With automated email marketing in Oracle Responsys, digital marketers can expect highly efficient delivery of email campaigns!
Efficient Email Delivery
The major advantage of choosing Oracle Responsys over other enterprise email marketing tools is that large-scale companies can leverage the benefits offered by Oracle Deliverability Plus.
Oracle Deliverability Plus helps in maximizing the successful delivery of emails.
At TekGeminus, we have helped utility clients that prefer Oracle utilities suite to improve the experience and delivery of their digital marketing campaigns. These clients are leveraging the features offered by the Oracle Responsys suite to send hyper-personalized emails that drive better conversions.
It’s a Wrap
Hyper-personalized automated email marketing goes a long way in customer acquisition, engagement, and retention. Email marketing module in Oracle Responsys offers path-breaking features that can help digital marketers efficiently plan & execute email marketing campaigns.
In further blogs in the #oracleresponsys series, we would deep dive into the other features of the Oracle Responsys Campaign Management suite.
Are you a Utility company looking to improve email marketing to drive conversions? If so, do have a look at our technology expertise in the Utility Domain at https://www.tekgeminus.com/technology-stack/.
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