Email marketing automation, sometimes know as behaviour-driven email, is a programme you plan involving a series of steps and campaigns that are triggered or executed based variables such as: dates, behaviours, interactions, and other triggers. When a specific triggering event occurs, your programme may send out emails to your customers and prospects automatically.
Email marketing automation can be as simple as automatically delivering emails to contacts when a specified date is met (such as a birthday or membership), or as complex as setting up a multi-step drip campaign with defined paths and triggers based on a user’s journey.
When automating your processes, great care should be taken to ensure your communications remain humanised. With automated campaigns, you have the opportunity of sending out a series of highly relevant and timely messages that connect directly with your prospects–this is a great chance to also add personalisation to your campaigns.
Because automated emails have the benefit of being relevant, timely and of direct interest to your recipient, interaction and open rates for these types of emails have been proven to be much higher than published marketing communications. According to Epsilon Email Institute, automated email messages average 71% higher open rates, and 152% higher click-through rates than other marketing messages. That’s astounding! If you’re not already making use of automated email marketing, now is a great time to start considering how you might implement a marketing auotmation programme.
Three tips on email marketing automation:
-
-
- Establish long-term relationships
You may use email automation to send messages or based on anniversaries or other milestones with your customers or clients. Why not create an automated email programme that sends specialised campaigns after one year, five years, or even ten years into your relationship? - Go beyond with personalisation
With Swift Digital’s personalisation tools, it is very easy to go beyond just inserting a contact’s first name into a subject line or email body. A true personalised email can include sections of content personalised to an individual based on geography, interests, etc. use data such as this to increase your engagement rates significantly. - Don’t forget to analyse the results
Despite the fact that email automation simplifies work for you, it is still essential to examine your programme’s performance. Take the time to analyse whether the automation campaign reaches certain KPIs (key performance indicators) such as: open rates, click-through rates, conversion rates, etc. For example, are people opening your email, but not clicking on any links? Are your links bold and obvious enough? Do you have a clear call-to-action? Our platform provides you with the easy ways to keep track of your campaign performance.
- Establish long-term relationships
-
There are unlimited possibilities that automation brings to help you create an marketing programme like no other. Explore how Swift Digital can help you create a professional and creative marketing automation strategy to make your next campaign series a success!
To find out how your organisation can get the best out of Swift Digital’s platform, contact our Sales Team today on 02 9929 700
