Automation is a touchy subject in many industries. On one hand, embracing the “set it and forget it” concept leads to the idea of more free time to pursue other goals and priorities. However, just as many brands and marketers see this process as one that could lead to poor content generation and flagging results. The reality of the situation – at least in terms of email marketing – is actually quite different than either of these outcomes. To help shed some light on just how automation works in the inbox, as well as whether or not it’s the right call for your next campaign, let’s spend a few minutes covering this method and just what it has to offer for your brand moving forward.
How Does Automating the Email Campaign Process Work?
The best place to start when it comes to deciding whether automation is right for your operations is by answering the single most important question for those who are new to the process – how exactly does automating an email marketing campaign work? As Stephen Fairley of The National Law Review explains, automation relies on three key steps.
First, the prospective viewer triggers your automated campaign by doing something related to your marketed content. Whether this is signing up for an account on your site and going all the way to the checkout, but not quite making the purchase, or applying for access to exclusive content, the need for interest still remains the same. After this happens, your previously generated content automatically fires off based on a predetermined pattern of email frequency and timing in order to help capture a conversion or connection that would otherwise fall through the cracks.
Is There Really a Reason to Add This Method?
If you’re already sending out a newsletter or other routine mailing content to a healthy contact list, you’re probably wondering if adding automated operations to whatever other outreach methods you currently conduct is really worth the effort. In his look at this particular debate, Douglas Karr of the Marketing Technology Blog points out that few things even come close to rivaling the power of automated email outreach when it comes to connecting with new browsers and consumers.
As far a raw benefits go, automated email operations have a 53 percent higher conversion rate on average when compared to the alternative of letting these leads slip away. Additionally, automation also helps boost sales quota achievement rates by a healthy 9.3 percent in most scenarios.
However, aside from simply giving a bump to your bottom line, automated email marketing helps capture a different segment of your audience that might not know about your weekly newsletter, or the monthly deals that only subscribers can redeem. By having a game plan in place for the casual visitor – specifically one that doesn’t require a unique response each time it triggers – you can develop your contact list even more, or start from scratch entirely if your brand is new to this type of outreach.
Ensuring You Get the Most out of Your Automated Messages
Now that you’re up to speed on how this process works, it’s time to dig into the particulars of what goes into a great automated system. According to Mathew Sweezey of ClickZ, it all starts with data. If this sounds like a recurring theme in the email marketing world, you’re not wrong. Without great data leading the way, it’s virtually impossible to know who to target, when to target these viewers, and what kind of email content piques their curiosity.
Once your data is in order, Sweezey goes on to point out that focusing on your end goal can help shape the rest of your operations. Are you looking to garner a renewal of service or entice a forlorn shopper with an exclusive deal that gets them back on site? What about simply building a rapport with these shoppers and bolstering your email newsletter content list? Regardless of why you’re utilizing automated email content, the big key here is having a goal in mind as you develop these triggered offerings.
Finally, don’t be afraid to use this outreach opportunity to promote and support the rest of your digital marketing operations. Email marketing will always be the centerpiece of your tactics – mainly because of the highly effective nature of the process – but giving a shout out to your social channels, blog, and any other related field can go a long way toward firing on all cylinders in terms of web-based outreach. With these best practices in hand, as well as better understanding of just how automated email marketing works, you can now make a smart and strong decision that puts your brand in a great place with the people that matter most.