Email marketing automation is often dismissed as too expensive or too time-consuming. Some brands are reluctant to dip their feet in, as they feel they lack the knowledge and resources to effectively implement automation for their business. However, the ROI which marketing automation delivers can't be ignored, so make sure you don't get left behind.
Here are Enchant's 3 tips for implementing email marketing automation:
1. Define a clear strategy before choosing a platform
Consider automation as part of your wider customer lifecycle. How do your emails fit within each touchpoint along your subscribers' journeys?
Automation helps streamline workflows and makes them more effective. Once implemented, marketing automation will save you time, drive engagement with your subscribers and help boost your targeting and lead nurturing. Check out Hubspot's 13 Email Workflows You Should Be Using in Your Marketing Automation.
If your strategy involves trigger emails, you should definately be using email marketing automation. Much of the time invested is upfront. As a result of automation, email marketers can enjoy a 20% time saving. This is most evident during busy periods, such as Christmas, where time is limited and email automation opportunities are high, where frequency needs to be ramped up!
2. Dismiss the myth of automation as an expensive solution
As we mentioned, email marketing automation is often perceived to be an expensive solution, but in reality this is not the case. For example, Dotmailer offer an all-in-one email marketing solution from just £250 per month, which includes a variety of features, including extensive automation. When you consider the time-saving benefits, high ROI and relative cost – compared other digital channels – the value of an email marketing solution is clear.
Email automation can help massively in retaining customers, by making subscribers feel valued. A 5% increase in customer retention can lead to a 75% increase in profitability, according to Campaign Monitor. When you consider this and the huge ROI email marketing can boast, it can be a relatively small outlay to automate such a rewarding form of marketing.
3. Establish a contact strategy to determine frequency
Establishing an automated contact strategy is challenging. You don't want to come across as "spammy", so it's important to establish a contact strategy to avoid email bombardment and the dreaded unsubscribe button! However, too few emails can get your brand forgotten and see you under-utilising your list. Uberflip shows the effects of undermailing and overmailing and the result of both.
Testing your email frequency is the best way to determine how many emails you should send and which of your subscribers to segment. By identifying those less engaged subscribers, you can segment and reduce the amount of emails they receive accordingly. There are numerous techniques to help perfect your email frequency, such as using loyalty campaigns, asking subscribers choose frequency at the sign-up stage, or producing time-specific campaigns. Find the optimum balance by testing and analysing your data and research.
Email automation will take your email marketing strategy to the next level. There are affordable marketing automation solutions for businesses of all sizes, so push aside your fears and misconceptions and get automating and delivering more relevant and tailored content to your subscribers.
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Enchant is a leading UK digital marketing agency, specialising in email marketing and focusing on the customer lifecycle. we have helped countless brands to improve performance fast with customer-centric marketing strategies. Get in touch to find out more and see how we can help.