As marketers, we tend to like powerful words and pictures. But sometimes, you have to just let the stats speak for themselves.
Companies that use marketing automation see 53 percent higher conversion rates than non-users, and an annualized revenue growth rate 3.1 percent higher than non-users, according to the Aberdeen Group. And eMarketer reports that B2C marketers who take advantage of automation for everything from cart abandonment programs to birthday emails have seen conversion rates as high as 50 percent.
So, with all this evidence and support, why are many modern marketers still reluctant to onboard email automation in their own operations? Most holdouts misperceive that adoption and integration will be too complicated, too costly or too much of a time commitment.
Deployment of an impactful email automation solution does require time and resources. But automation doesn’t need to be complicated – and it shouldn’t be daunting. After all, most of us are already automating in our personal lives even if we don’t realize it – like setting up monthly utility bills for auto pay or scheduling regular prescription refills. Email automation applies that same principle to your marketing at scale.
In Emma’s Automation Demystified guide, we share strategic insights on how to successfully integrate an email automation strategy that moves the needle for your organization. In the meantime, here are five impact-focused insights from the guide to get you started.
Make a good first impression with a welcome series.
New subscribers are the cornerstone to any marketing program’s success. They’re eager to engage, curious about your content and are statistically more likely to click and open your messages. In fact, an Experian study found welcome emails have four times the open rate and five times the click rate of traditional newsletters.
Court these new subscribers properly with an automated welcome series. A welcome series puts you in control of how your subscribers are introduced to your brand, creates trust, and helps you establish a positive and engaged relationship with your customer.
Lead magnets attract subscribers.
Never underestimate the power of a well-crafted hook. An irresistible lead magnet can generate boundless new contact opportunities. Need an example? Tie your signup form to a desirable piece of content (the lead magnet) and automatically collect email addresses from potential leads. The most successful lead magnets are valuable and immediately useful, but also specifically beneficial to your unique audience. Consider offering a discount, ebook or webinar geared toward your target user.
Keep the content coming – but keep it relevant.
According to Jupiter Research, relevant emails drive 18 times more revenue than general eblasts. In short, tailor your emails to fit the lead magnet used to find you in the first place.
For example, if subscribers found you at a conference and picked up swag at your display, your emails should not only remind of them of who you are, but also connect back to that shared conference experience. Include a reference to that inspiring keynote speaker, or the equally inspiring chocolate explosion cupcakes served during the coffee break.
Yes. Timing IS everything.
Automation can help streamline personalized message series that are highly effective – if the timing and the message are right. Birthdays, anniversaries and recent purchases are all perfect triggers for a well-timed automated message from your brand. Simply schedule a date-based automated email paired with a special offer, and send annually on your subscribers’ special day. This is a simple way to stay top of mind and build loyal customer relationships.
Automation = increased engagement.
The bottom line? Automation is a proven way to get more eyes on your message. Triggered email messages average 70.5 percent higher open rates and 152 percent higher click-through rates than traditional bulk messages (source: Epsilon).
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