A quick Google of the term ‘Marketing Automation’ shows how much of a hot topic it is right now. In order to compete in the ever advancing digital world, marketers are always looking for more opportunities to automate more and create complex campaigns to engage with their customers at a highly personal level to help increase conversions. So how can email automation benefit your business?
It saves time
Time is precious to the modern day marketer and no marketing or ecommerce team has enough hours in the day. This is where automation comes into its own by removing processes that used to be handled by individuals such as data uploads, content creation and reporting. A well thought out automation project should save a minimum of 15 hours a week from a typical email marketing process.
Marketers are realising a simple way of increasing email revenue is to send more emails – yet if only it was that simple. Automation enables this to happen without any extra effort. For example a fashion retailer might want to reach out to their database for an extra mailing a week with a ‘new in store’ email advertising any new products which may be of interest. Automation could select all the products for this automatically and send it out to the right list without any involvement from you.
Be more personalised
Once you get beyond a handful of segmented versions of your email, you will realise that you can’t keep doing it manually. But invest in automation and the personalisation variations are suddenly infinite, allowing you to reach out to each customer in a unique fashion and tailor your content to the individual for a more personal and relevant customer experience.
Send at the right time
In the days of batch and blast, marketers simply sent everyone the same email at the same time. Now we can truly understand how email can play a vital role throughout the customer lifecycle, with targeted triggers for welcome emails, renewals, reminders and win-backs as just a few examples. Automation makes this possible by setting up a campaign, and letting your ESP deliver it to the right audience day after day.
Test at scale
One often overlooked area automation plays a role in is testing. Most ESP’s can send A/B tests, but certain systems like Maxemail can also offer Multi-variate testing to have many concurrent tests running all at once in your automated campaign. MVT increases the speed of finding results from your tests, and therefore getting to a higher level of performance quicker than the old method of testing.
For more information, get in touch with one of our email experts today to find out how email automation can benefit your business.