The days of successful batch & blast email marketing are a nostalgic memory. Mass-mailings do not work the way they once did, and may even be hurting your mailing reputation and deliverability. In this blog, we’re going to show you how to make the most of out your email program.
Email marketing is now so prevalent that your customers are responding only to the most relevant messages. At the same time, targeting, data mining, CRM and marketing automation tools are increasingly sophisticated, accessible and affordable.
So, if you haven’t yet, there is no better time to dive into triggered or automated emails!
One of the most basic automated emails – the opt-in welcome – has an average open rate of 57%, while the average mass mailing comes in at just 15%, according to Experian’s Marketing Services White Paper The welcome email report: Benchmark data and analysis for engaging new subscribers through email marketing). Response rates only go up from there as messages become more personalized, timely and relevant.
The best opportunities for automated emails are real-time, event-based and data-driven. Consider your customers’ varied experiences to find ideas for triggered emails, such as:
- Loyalty program registration
- Status change
- Life-cycle/customer journey
- Marking pre-defined conversions
- Spend-level achievement
- Abandoned cart
- Anniversary of opt-in or registration
You can even try some of these ideas without a fancy CRM or marketing automation tool. Consider it your opportunity to showcase your Excel skills to slice and dice your data.
Incorporating more triggered and automated email campaigns into your program allows more time for strategy and analysis by requiring less for tactics and execution. It can also relieve your sales team of some of the daily tasks of email communication, freeing them up to build stronger relationships with their best leads.
Triggered emails are just a small part of a robust marketing automation program that delivers the right message in the right channel at the right time – throughout your customer’s lifecycle. Flying Cork can be your partner in mapping the varied paths of your customers’ journey and finding opportunities for automation. Let’s talk about email program strategies together – email us at firstname.lastname@example.org!