Did you know you could track email from a 3rd party email service provider, or ESP, and get even more value out of your existing email system? Marketing automation from Lead Liaison will help you track email from MailChimp, Constant Contact, Vertical Response, iContact, ExactTarget, Emma and any other 3rd party email system you can imagine. We’re not just talking about basic stuff like opens and clicks that you have to dig up, we’re talking sophisticated tracking that delivers crucial sales intelligence pushed to your reps.

What’s the value-add?

This process will magnify the value of your 3rd party email system by 10x. Here’s what you’ll get above and beyond what you have with your 3rd party email provider:

1. Complete history of online behavior. We’ll pull together past, present and future activity that your prospect demonstrates as they engage with your company’s brand. This includes all kinds of behavioral tracking, such as document downloads, pages viewed, videos watched, chats, social media engagement and more through the life of the prospect’s buying cycle.
2. Real-time website visitor tracking. We’ll tell you when your prospect is online and what they’re looking at in real-time.
3. Sales alerts. When your prospect comes back to your website and demonstrates buying signals we’ll send a Buy Signal alert to your sales rep via email and/or text.
4. Profile enrichment. We’ll layer on data from 110+ social networks on top of the rich demographic and behavioral information collected on your prospect.
5. Original lead source attribution. Marketers spend tens of thousands of dollars on marketing campaigns but often times have difficulty attributed closed business to their marketing campaigns. We’ll identify the original lead source of your prospects with “Email Marketing” if they engage with your email sent from the 3rd party system.
6. Lead qualification. When your prospects engage with emails sent from your 3rd party system Lead Liaison will automatically add a point value, determined by you, to your prospect’s lead score. Lead scores range from 0 to 1,000 and provide a great way for marketers to help salespeople separate hot leads from stagnant leads.

What do you need to do?

Integrating marketing automation with your 3rd party email service provider is easy and can be done selectively, on a campaign by campaign basis. To integrate Lead Liaison with your 3rd party ESP simply add some special tracking code to the end of each of your links. We’ll use the email information and tracking code to add engagement activity to your Prospect’s Profile. If the Prospect is already in your system with an assigned Lead Owner we’ll trigger Buy Signals for the Lead Owner.

Google has changed their posture on caching images in emails. This event is actually good news for our customers for the following three reasons:

1. The tiny image we insert into each email campaign is a unique image per recipient. Email Opens will still be counted; however, only repeat email opens will not be counted since the image is cached and no response will be sent back to our servers. This is good news since many people scroll through their email inbox and tab over emails. Less Opens per email will provide less noise.
2. Google announced that images will load by default, instead of being turned off by default. This is good news since more unique opens will be reported; whereas before, the recipient would have to click the link to download images. The recipient could read an email without an open being reported. Now, a unique open will always be reported.
3. The value of Lead Liaison just went up! Instead of companies using Email Opens as a key stat, they’ll start to look at what really matters, the click throughs. Fortunately, Lead Liaison does an excellent job at tracking what links are clicked in an email and capturing the recipients subsequent behavior as they navigate your site. That’s what you really care about. If they went to your site and poked around or not.

There are those that might be predicting the death of email as a marketing tool. Gmail’s new tabs might spell doom for a lot of marketers but those who know how to deploy email marketing effectively will still thrive in the coming new email delivery paradigm. We’re here to tell you: email marketing is not dead – if you know how to use it.

First off, those who understand that email is one marketing tool in a suite that includes search marketing/SEO, social media marketing, display ads, apps, and several more. Email should not be the sole source for outbound marketing efforts rather it should be deployed when and where it makes the most sense.

It starts with your list. Too many marketers rely on buying email lists or using implicit modes to gather email addresses. By “implicit modes” we’re referring to using an event such as completing a form to download a file or register for a webinar and having your email address used to send promotional emails without permission. Marketers often fail when they try to sneak a promotional email in without being approved to do so. Always get specific permission to contact your leads via email. One simple way to do this is to include a checkbox that reads “I would like to receive updates, offers, and news about (your company or its products)”.

Secondly, email is a more intimate touch point. You are in their space when you enter their mailbox. It’s incredibly important to honor that position and not waste their time. If a lead has given you permission to contact him by email, your brand has been elevated to the “interested” position in his mind space. Don’t ruin it by shooting “spray and pray” messages that end up providing little value. Use messaging that not only connects with your lead at an individual level but also gives him a reason to spend time with your brand. The reason should offer value in terms of acquiring knowledge, saving money (but avoid hyper sales tactics!), or providing a beneficial opportunity to improve his company.

Thirdly, stand out within box. Subject lines should not be misleading and provide immediate value. Buyers should know when they scroll through their box exactly what the message is and why it is important to open it. Avoid using personal names your leads won’t recognize – they almost always get sent to the bin. One tactic is to set up distinct addresses to display in the sender field. All email programs display the sender in the mailbox inventory; an email from “wevegotyoursize@fashionista.com” to a lead who used a sizing plugin on your retail clothing website can catch the eye of a lead scrolling through a crowded email box.

So don’t give up on email marketing – it’s not dead. Just figure out how to use this tool effectively.