A great deal of detail is required when planning an automated campaign, and many elements are often missed by email marketers in the preparation stage. Therefore I decided to put together some key elements which should be considered when planning your automation email programme.
1. Analysis of Opportunity
What areas are going to provide the biggest wins? Start by forecasting what adding an email into a particular part of the lifecycle could do.
Let’s take Cart Recovery for example.
We could say 60% of visitors abandon their cart at an average order value of £50. We could potentially send 40% of these an email as we have managed to capture this data in the abandonment process.
So for every 100 baskets that are filled, 40 are completed and 60 are abandoned. We can send 24 a basket abandonment email, and if we can get just 5% of these to complete the transaction, we will generate an average of 1.2 additional sales.
This means cart recovery would equate to 2.9% of all online sales, which would be a good place to start. The same type of analysis could then be used on all other ideas to see what revenue could be forecasted.
2. Define Messaging
The next stage is to work out the wireframes of our emails and decide on everything we are going to include in them. Never start with working out what data you need, as you can’t possibly know until you develop all of the messaging.