I’ve written a good bit about email marketing, but one subject I haven’t yet covered in depth is the value of email marketing automation. I touched on it briefly once [in Email Marketing the Right Way—How to Create Amazing Content] by mentioning these (pretty amazing) stats:
Automated email campaigns are also known as drip campaigns. They’re set off by a predetermined trigger—like signing up for an email list or special offer—and are designed to guide prospects through the sales funnel.
These types of campaigns provide you with a continuous supply of qualified leads. According to MarTech, companies that excel at drip marketing generate 80% more sales at 33% lower cost.
This week, we have an infographic from Salesforce that illustrates the benefits of automated campaigns, the different types you can set up, how the triggers work, and what parts you should test periodically to optimize performance!
As you fine-tune your campaigns, ask yourself these five questions:
While you may think testing is a waste of time, each little improvement makes a difference. If you can increase your open rate just 4% for a list of 1,000, that’s 40 more people reading your emails. Increasing your conversion rate by 2% on that same list could mean 20 new customers for your business--not a bad return considering that the average cost of acquiring a new customer is five times higher than the cost to retain an existing one.
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.