The digital marketing landscape is constantly evolving, and for large companies, the effectiveness of communications is a crucial factor for growth. Often, traditional newsletters, despite being a starting point, fail to fully exploit the potential of the data available. In this interview, we explore the strategic shift from a traditional newsletter to marketing automation, highlighting the benefits for large companies.
As Elena Cornale di Soluta points out, the traditional newsletter, despite being an industrializable option, has a significant limitation: the lack of customization. Sending the same message to all subscribers means flattening communication and reducing effectiveness, especially for a target audience as complex as that of a large company. The result is poorly targeted communication and a lower return on investment.
Marketing automation represents a radically different approach. It is based on personalization: each message is calibrated to the individual, considering his behavior, his interests and his path within the sales funnel. This approach allows you to:
Improve lead nurturing: Cultivate leads with targeted messages based on their actions and level of engagement.
Increase conversions: Transform potential customers into actual customers through highly personalized communications.
Optimize ROI: Maximize return on investment through more effective and targeted communications.
The key to a successful strategy lies in clarity of objectives. According to Elena, it is essential to define what you want to achieve: increase sales to existing customers, promote related products or improve lead qualification. These goals will guide message choice, audience segmentation, and automated workflow setup. The strategies used in B2C, with their emphasis on personalization, are also applicable and often more effective in B2B, especially for large companies that have large amounts of data.
Implementing marketing automation requires two fundamental elements: data and technology. Data, not only personal but also behavioral (purchase history, interactions on the website, etc.), are the basis for personalization. Technology, represented by a marketing automation platform, is the tool for automating the sending of messages and analyzing the results.
For large companies that want to switch to marketing automation but don't know where to start, Soluta offers strategic and technological support. The company assists companies in defining objectives, collecting and organizing data and choosing and implementing the platform best suited to their needs.
The transition from a traditional newsletter to marketing automation is a strategic investment for large companies that want to optimize their communications and maximize return on investment. With the help of experienced partners like Soluta, this step can be simple and effective, paving the way for more targeted, personalized and impactful communication.
Find out how Soluta can help you in your marketing strategy, and visit the dedicated section of the Soluta website to learn more about the topic!