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How to Convert More Leads, Retain More Customers & Grow Your Revenue with Encharge.io

Posted December 5th, 2019 in Communications. Tagged: .

Marketing automation is everywhere. It helps make processes that would have otherwise been performed manually much more efficient, as well as making new processes possible.

Marketing automation is used to deliver targeted messages across multiple channels (SMS, push notifications, social media messages, direct mail, etc.) to a broader audience at the right time.

If you run a product company, a SaaS, or a mobile app, a well-executed automation strategy can help you attract, convert, and retain more customers more efficiently and at scale.

Product companies and marketers asked to identify the most significant benefit of Marketing Automation for them, say it is:

  • Saving time (30%)
  • Lead Generation (22%)
  • Increase in Revenue (17%)

Encharge - diagram 1

Source: Get Response

 

The impact of automation on the overall bottom line of the business is clear. But where to start with marketing automation and how to implement it in practice?

Building a well planned and executed marketing automation strategy is a complex challenge that requires a lot of multidisciplinary input from the marketing, product, and C-suite departments. It demands careful planning, as well as a thorough evaluation of different marketing automation tools.

The Marketing Automation Needs of Product Companies

Not all marketing automation tools are built for the needs of product companies. In fact, the majority of marketing automation tools cater to content creators (bloggers, authors, and the like), affiliate marketers, info product marketers, marketing agencies, and general marketers.

With SaaS and mobile app products, there are a few requirements that need to be fulfilled when it comes to marketing automation needs.

  1. Data integrations — the ability to bring customer data attributes from all kinds of tools that span across the whole lifecycle.
  2. Powerful customer segmentation — a feature that allows to group people based on these attributes.
  3. Event-based automations — marketing automations that are triggered based on the actions (events) users perform or don’t perform in the product.
  4. Third-party app integrations — apart from building automated workflows with events, SaaS companies need to be able to orchestrate their whole customer funnel. This includes demo call booking software, landing page software, ads software, and so on. A good marketing automation tool built for product companies need to have a vast list of 3rd party integrations.

Covering all these requirements may seem like a challenge for your average automation or email marketing tool, but do not worry — Encharge.io is marketing automation software built with the product companies in mind.

Encharge

In this post, we’re going to review some of the most valuable features of Encharge and how they pertain when it comes to executing your automation strategy as a product company.

Encharge.io — Marketing Automation for Product Companies

Encharge.io is a new marketing automation software that helps you bring in customer data from your marketing apps and send automated messages to the right people at the right time.

With Encharge, you can increase your revenue with targeted, personalized messages at scale. Drive better conversions with precise customer segments and understand the Whole customer journey with data from your marketing stack.

Instead of being an all-in-one marketing platform like HubSpot or Pardot, Encharge integrates with the best-in-breed tools like Stripe, Intercom, Facebook Ads, Typeform, and many others.

How Encharge Works

The diagram below demonstrates how Encharge works from a birds-eye view:

Encharge diagram 2

  1. User data is collected in Encharge from external sources such as your website, forms, lead generation tools, Webhooks, Segment.com, Stripe, and others.
  2. The data is used to segment your audience.
  3. Segments and user data are then used in Flows to automate your marketing and send targeted messages.
  4. Flows control the messages and allow you to engage your audience with emails, SMS, Facebook Ads, and other mediums.
  5. External sources return data such as email engagement metrics (opens, clicks and replies) back to Encharge.

Connect Your App With Encharge

One of the biggest challenges with SaaS and product startups when it comes to implementing the marketing automation strategy is integrating the data in the marketing automation tool. To make this step of the onboarding process easier, Encharge offers a number of ways for you to bring in your live product data inside of the platform:

Native Segment.com integration

Segment has become the most commonly used data piping tool that allows you to send customer data to your marketing apps. If you already have an integration with Segment, this is going to be the easiest way for you to bring data in Encharge.

API

The Ingest API lets you create/update people and submit events from your app’s backend directly to Encharge. This option of connecting with Encharge offers a lot of flexibility, but unfortunately, it requires the help of a developer. Therefore it could take anywhere from a few days to a few weeks and sometimes even months, depending on the availability and bandwidth of your developers.

Javascript tracking

With Encharge, you can track events that happen on your app’s frontend or your site using the Encharge Javascript tracking. Similarly to the API option, this option requires the attention of a developer.

Create Precise Customer Segments

Customer segmentation is the practice of dividing your customer base into groups of individuals that share common characteristics, such as location, language, acquisition source, customer value, preferences, app activity, and others.

Once you have the data flowing in Encharge, you want to create targeted segments that you can later build messages and flows for.

Creating specific segments allows you to:

  • Have a clear view of your users, customers, and leads. Most tools will provide you with a list of all of the people that belong to the segment.
  • Create sophisticated flows that get triggered when a person enters or leaves the segment. Let’s say you have a segment for High-value customers — when a potential customer enters that segment, you can automatically add them to your CRM where your sales reps can take over.
  • Send targeted automated emails and targeted messages across other channels.

Creating new segments in Encharge is as easy as one-two-three. Once your user data is flowing to Encharge, you simply go to the People’s section and select the attributes that you want to create a segment from.

Encharge - diagram 3

Build Visual Flows

Automations in the platform are created through a visual drag-and-drop workflow builder that allows you to create powerful customer journeys and user experiences. You simply drag steps on the canvas and connect them to create a live flow.

Flows in Encharge consist of Steps. There are 3 types of Steps in Encharge:

  • Triggers – Triggers start flows. People enter flows through Triggers.
  • Actions – Actions do different marketing automation things, like Sending an email.
  • Filters – Filters filter people into different buckets or swimming lanes based on specific conditions. For example, Send an email if Person has a value of $100 OR add to a Facebook audience if the Person has a value of $500.

Encharge Example Use Cases

Increase your open rates and click-through rates

Email is one of the most effective and crowded marketing channels. If you rely on email marketing to grow your business, you want your customers to read your emails. With Encharge you can create Flows that help you increase your email engagement almost automatically. For instance, you can re-send email follow-ups with different subject lines or content to people who have missed opening or clicking on your email the first time around.

Encharge - diagram 4

Reach out to your leads on other channels

Leads not opening your emails? No problem. You can create a Flow that puts unengaged people into a Facebook audience and broadcast targeted Facebook ads at the right time. With a Flow you don’t need to export and import that audience manually, the Flow does everything for you once it is set up.

Encharge - diagram 5

Create behavior-based campaigns

Behavior-based (or event-triggered) emails get 70% higher engagement than untargeted time-based emails. Once you have your app’s data in Encharge you can create sophisticated Flows that send emails based on real-time events. For instance, if someone has started an activity in your product but haven’t finished it, you can send them a reminding email. Or if someone visits your pricing page and haven’t yet made a purchase, you could send an internal email to your sales team to follow-up with this person.

Pricing

Encharge is priced on the number of contacts that you have live in the platform, starting at $49 for 2000 contacts.

Conclusion

If you’re open to working with a young company, Encharge offers good functionality for SaaS and mobile app products at an affordable price.

It still doesn’t have the depth of features that you would get with ActiveCampaign or another mature marketing automation tool. Still, its focus on features for SaaS companies and the personal approach from the founding team makes Encharge a good option for early to middle-stage product companies. Sign up today and try Encharge for free.


About the Author

Kalo Yankulov

Kalo Yankulov is a co-founder and marketer at Encharge. He helps SaaS companies and mobile apps implement marketing automation strategies that increase monthly recurring revenue and retain more customers.

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