Email Automation Guide
Automation Stats, Facts and Trends
Email automation can be dened as the use o sotware tools to automate email management, including welcome programs, dynamiccontent, trigger campaigns and drip marketing. Automation makes otherwise manual email processes much more ecient and reesup time and resources or new, more sophisticated programs. Plus, when you automate, you unquestionably save time and money – you’re not recreating the wheel every time you launch a campaign.Automated email programs done right also improve relevancy, because automation allows you to customize content dynamically andensures that you’re delivering the right message to the right subscriber at the right time. In act, according to a 2010 Aberdeen Groupstudy, best-in-class companies leverage automation 45 percent more oten than weaker perorming organizations.Automation also improves open rates. Depending onthe content and industry, marketers are reporting thatautomated emails are garnering a 30 - 70 percent open rate.This is a wide range, but when you compare it to open ratesachieved through manual programs, the impact is clear.Manual programs deliver open rates o 10 - 20 percent onaverage – signicantly less than automated programs. Thismetric is particularly important because it directly impactsrevenue. I more subscribers open your emails, more subscribers convert. And more conversions mean more revenue.
Having established the importance or automation in email marketing, the challenge becomes how to successully capture all thebenets that automation can deliver to your email campaigns:
Beneft #1: Signifcant improvement in the economics o your campaign perormance overall.
Automation allows you tounderstand your subscribers better, and the more that you know about your subscribers, the better able you are to deliver value. Andbetter delivery o value translates directly into higher revenue.The beauty is that you can achieve this revenue bump without incurring additional costs. In act, automation reduces your resourcerequirements – both man hours and cash investment through creating a streamlined, ecient workfow.
Beneft #2: Improved deliverability and sender reputation.
Your deliverability reputation is a combination o positive responserates – things like opening and clicking – and negative response rates, which include things like spam complaints and subscriberinactivity over a certain time period.When you automate eectively, you engage your subscribers in the way that they want to be engaged. This translates into strongertrust and less raud, which in turn increases your deliverability rate and improves your reputation. Internet service providers (ISPs)careully watch response rates and complaints to assess your sender reputation. I your subscribers are more engaged, more o yourmessages will land in the inbox.
Beneft #3: Improved subscriber engagement.
When you send a subscriber the right message at the right time, you improve thequality o the dialogue and relationship with that subscriber, which, in turn, improves your response rates.
Automation = Better Subscriber Experience = Higher Revenue
MarketingSherpa presented ndings on the impact o trigger emails sentimmediately ater onsite searches or lowares.com. By sending thesehighly targeted and timely messages, lowares.com achieved 200% higheropen rates and 50% higher click-through rates than what they were ableto get with their standard newsletter.