Friday, October 12, 2012
It is important to understand the value of automation within your email marketing strategy. Take Oovie for example, we wrote about their automation strategy this summer. Oovie experienced a 30% increase in sales using integrated and automated email marketing. Automation is extremely important to the health of any marketing strategy and it can be used to drive significant increases in revenue.
Why is automation important? Routine and time-intensive tasks like data movement, segmentation, and messaging programs become easy with “set it and forget it” functionality. The right marketing automation tools make it possible for you to do more with less, freeing you up to focus on strategy and optimizing your interactive marketing programs, while keeping your revenue flowing.
Here are a few ways you can use automation to make your job easier:
- Automate a welcome program. Welcome emails are highly anticipated, frequently opened, and (luckily for you) simple to automate! Use an automatic email marketing drip to increase conversions at a time when you already have the consumer’s attention by including products, services, or special offers. Tie together social media by adding Facebook and Twitter icons in your welcome emails to help subscribers connect with your brand across channels.
- Capitalize on cross-sell and up-sell opportunities. If you send email receipts or online transaction confirmations, include offers on related products or services in those messages. Emails like this are easily automated and allow you to maximize your customer data to boost revenue opportunities.
- Automate cart abandonment campaigns. Targeted emails using clickstream data can generate, on average, nine times more revenue. Integrate your web analytics and email marketing systems to run automated campaigns based on online behavior. Automatically include an image of the abandoned product, an incentive to purchase, or include related product recommendations.
- Implement customer satisfaction programs. Customer feedback is vital to continued success—and yet, you may often be too busy to ask for input. If you’re a B2B business, try automating a customer satisfaction survey to send one to three days after a customer completes a transaction. If you’re a B2C company, automate an email to ask for product reviews two to three weeks after the customer completed the purchase.
What other ways have you used automation to increase email success? Care to find out more about optimizing email performance? Check out our new report - 5 Essentials to Email Marketing Success