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The What, Why, and How of Automated Email Marketing

May 26, 2016 |

In today’s social media-rich environment, many companies are putting the majority of their marketing resources into ads on Facebook, updates on Twitter, and engaging posts in Instagram. But what of the lowly email? All signs indicate that this simple medium is still a heavy-hitter in the world of marketing, and automation has turned the classic email campaign into a lead-generating powerhouse.

Why you should use automated email marketing.
The numbers are staggering: the average return on investment for every dollar spent on email marketing is over $40. While the personal touch is always appreciated by customers, it’s simply not practical to compose an email to each person who subscribes to your newsletter or Instagram page. Moreover, the numbers hit home here, too: people like to hear from their favourite companies regularly. Sending an individualised email to each customer, or even manually sending campaigns to your subscriber list, is inefficient and likely won’t give you the returns that automation will.

What emails to automate
Triggers should include Welcome emails, because they have “320% more revenue per email…”. These welcome emails should include new-member-only discounts, special content, or another incentive. Coupled with a prominent call to action (such as a “shop now” button or similar), your potential customer is much more likely to become an actual customer. Other suggested triggers are event reminders, abandoned cart series, and even internal workflows#6 that give your sales reps valuable leads.

How to automate
One of the standard automation structures is a four-step strategy of planning, data gathering, email creation, and success measurement. CMO dug into the details to show that data management is a crucial aspect of marketing campaigns, that must be done thoroughly and accurately in order to realise that phenomenal ROI of 400%. Most marketing interfaces are fairly simple to use, offer easy-to-follow instructions, and customer service for those times you really get stuck. To assist in choosing the platform, PC Magazine recently posted a comprehensive review of providers. Each business’s needs will be a little different, and personal preference also plays an important role. Our advice is to spend a bit of time with each of your choices, using their free trials to take them for a test drive. The bottom line is that your interface is less important than your campaigns. A well-crafted series of campaigns will win over prospective customers regardless of how it was sent.

It’s plain that, far from being obsolete, email marketing is alive and well, and is a crucial component in your sales and marketing toolbox. When best practises and good sense are followed, your biggest source of sales could well be from the humble email.

Contact SGD today to increase traffic, sales, and conversions through efficient and effective email marketing!

James Fulton

A multimedia and design professional with a healthy obsession for all things web. James’ passion for web design sees him stretching his creative imagination to eternal limits and forever sees him thinking outside the box, even if it is not work related. James’ ideas are original and innovative, and implementing them into the world of the web to create aesthetically enjoyable websites is what he does best.

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