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Lyris Email Automation Guide

Lyris Email Automation Guide

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Published by Peter Risman
Email continues to be an effective communications tool – after all, virtually everyone in the online world uses it. For marketers, the high penetration rate of email means that it’s a great way to reach customers at a low cost. And because it’s a direct sales driver, the returns are very strong.

Understanding how to make the most of email marketing programs starts with an understanding of email automation and how it can be utilized within the context of customer relationship management. A belief that automated email messages are robotic and impersonal couldn’t be further from the truth. Email automation done right improves the customer experience, as well as deliverability, marketing efficiencies, relevancy and ROI.
Email continues to be an effective communications tool – after all, virtually everyone in the online world uses it. For marketers, the high penetration rate of email means that it’s a great way to reach customers at a low cost. And because it’s a direct sales driver, the returns are very strong.

Understanding how to make the most of email marketing programs starts with an understanding of email automation and how it can be utilized within the context of customer relationship management. A belief that automated email messages are robotic and impersonal couldn’t be further from the truth. Email automation done right improves the customer experience, as well as deliverability, marketing efficiencies, relevancy and ROI.

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Published by: Peter Risman on Jul 11, 2011
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Email Marketing Automation:Improve ROI Without Liting a Finger
Marketing Guide
 
Marketing Guide
Email Automation Guide
2
How can you make a bigger impact with your email marketingcampaigns –
without investing more dollars and manpower? Email automation is the answer.Email continues to be an eective communications tool – ater all, virtually everyone in the onlineworld uses it. For marketers, the high penetration rate o email means that it’s a great way to reachcustomers at a low cost. And because it’s a direct sales driver, the returns are very strong.It comes as no surprise then that according to a
B2BMagazine
2011 poll o business-to-business (B2B)marketers, 68 percent reported that they plan to spendmore on email marketing this year.Understanding how to make the most o emailmarketing programs starts with an understandingo email automation and how it can be utilized within the context o customer relationshipmanagement. A belie that automated email messages are robotic and impersonal couldn’t beurther rom the truth. Email automation done right improves the customer experience, as well asdeliverability, marketing eciencies, relevancy and ROI.In this guide, we’ll cover the latest statistics, acts and trends in email automation, discussthe benets and opportunities, and provide strategies that can help you improve emailcampaign perormance:
•
Leverage welcome programs to maximize subscriber value at acquisition.
•
Incorporate dynamic content to improve personalization and relevancy.
•
Implement trigger campaigns based on subscriber activity and behaviors.
•
Create drip campaigns to strengthen subscriber relationships over time.Plus, check out our Bonus Checklist: Idea Starters or High-Touch Trigger Campaigns.Within the digital sector, email aroutperorms every other channel on returnon investment (ROI), which is projected toaverage an impressive $44.25 or every dollarspent in 2011.B2B Digital Spending Increases 2011
Source: B2B Magazine, 2011Source: DMA 2011
 
Email Automation Guide
Marketing Guide
3
Automation Stats, Facts and Trends
Email automation can be dened as the use o sotware tools to automate email management, including welcome programs, dynamiccontent, trigger campaigns and drip marketing. Automation makes otherwise manual email processes much more ecient 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 oten than weaker perorming 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 – signicantly 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.
Automation Benefts
Having established the importance or automation in email marketing, the challenge becomes how to successully capture all thebenets that automation can deliver to your email campaigns:
Beneft #1: Signifcant improvement in the economics o your campaign perormance 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, ecient 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 eectively, 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)careully 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 ater onsite searches or lowares.com. By sending thesehighly targeted and timely messages, lowares.com achieved 200% higheropen rates and 50% higher click-through rates than what they were ableto get with their standard newsletter.

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