Cultivating brand potential


Building customer relationships with email automation

Posted by: Jaine Bolton

Categories: Email Marketing, Digital,

Sat, 07 Jan 2017

Email Marketing with no rules

I read a great article from Mailchimp just before Christmas featuring Gauge Interactive specialists in Ecommerce. It was great for two reasons, it featured some useful insights on real-life automation delivered straight to my inbox, (no hours of multi-tab searching on Google for articles of worth) and it featured sweets, there are no downsides.

I’m a bit of a left-brain meets right-brain anomaly; I respect and like analytical processes but also want to through great buckets of paint at the wall and see what happens. This may explain why I like email automation so much. Because technically there are no rules to what works, you have to methodically test and refine what works for your business.

DJ Henley business analyst at Gauge Interactive agrees, “You have to continually test. Create a hypothesis, run the automated series, and then look at open rates, click rates, and revenue. Does it match your hypothesis? If not, pivot. ”

Email Automation definitely has its benefits; from lead nurturing and higher conversion rates, to customised buyer journeys and personalised, triggered content, but hold fire with the paint buckets and the blank wall, just for a moment. You may want to suppress your urge at the next marketing meeting  to leap on the table with the battle cry  “Automate everything! It’s the answer, it will boost sales in 2017.” While a valid point, you may want take a more walk before you can run approach, look for incremental ways that automation can deepen your relationship with your customers.

A welcome series is a great starting point. Welcome emails are known for their great open rates. Gauge Interactive crafted a 2 part welcome series for their client (this is where the sweets come in.) The open rates for their welcome series are twice as high as their other emails. But getting it just right took some time. DJ also warns against that “set-it and forget-it” mentality and the data supports this, only 8% of companies see increased revenues within 6 months of adopting marketing automation. It’s a long term commitment to getting it right, there is no silver bullet that will reap the rewards in week one. However, after one year of marketing automation use 32% claim to see increased revenue and for those using it for more than two years the figure is 40%. – and Circle Research “Benchmarking Report Marketing automation” (2015)

Finding that email marketing automation sweet spot.

My main takeaway from the Mailchimp article is that email automation should drive better customer experiences, find ways to surprise and delight, not annoy. As always it’s about reaching your customers with relevant and valuable information at the right time, now that’s the everlasting gobstopper we’d all like in our marketing sweetie jar.