Contrary to the beliefs of some, email marketing is far from dying out. It’s still incredibly useful for your business, whatever your goal is.
However, it has evolved over the years. Newsletter style emails and one-off campaigns still have their place, but the most effective form of email marketing nowadays is often automated.
Based on the actions of your customers, you can send tailored messages to achieve almost any objective, from making sure customers get reminders to encouraging them to book appointments.
Plus, with automated emails generating 320% more revenue than non-automated emails, there are a few reasons why you should include automated emails in your marketing plan.
It’s expected now
It would feel odd if you placed an order with Amazon, booked a hotel or even ordered a takeaway and didn’t receive a confirmation email. It serves to let you know that your order has gone through successfully.
A confirmation email can range from a simple thank you message through to an offer encouraging a customer to repeat purchase in the future, with key information incorporated into it. For example, if someone has signed up for an event you’ve organised, you can include a link in the automated email that will directly add it to their calendar.
Automated emails
If you’re generating leads for your business, it’s essential to keep your brand at the forefront of people’s minds while they consider their options. Automated emails, coupled with remarketing, are a cost-effective and efficient way to do that.
Marketing platforms like MailChimp and Campaign Monitor make it possible to design curated email chains for each conversion type on your site. This ensures that customers are communicated with while you process their order or your sales team gets in touch.
Generate reviews
Do you know exactly how your audience feels about your business and what you offer? Without feedback, it’s all guesswork. With automated emails, you can build in a step to gather customer feedback, requiring minimal effort on your part.
Once you’ve considered the amount of time needed for a customer to have completed their interaction, you can establish a chain that encourages them to get in touch and leave a review.
Make sure customers don’t forget to order
It’s estimated that 69% of shoppers abandon their carts before completing an online purchase. To encourage customers to return to your store and complete an order, you can send a custom basket abandonment email, special promotional offers and other products they might be interested in.
Research suggests that up to 50% of customers that click on a basket abandonment email go on to make a purchase. That accounts for a high proportion of sales that you would lose without automated emails.
Promote offers and perks for customers
If you’ve collected personal data about your audience, you should make the most of it!
If you know when it’s a subscriber’s birthday, you could send them a special birthday discount and personalised message to encourage them to engage with you.
When a subscriber has purchased something that needs to be regularly maintained, you could create and send an automated email when it’s due for a service.
This sort of foresight can make a huge difference. It will entice more customers to choose you over your competitors and help you build strong customer relationships.
If administering your own email marketing feels a bit too overwhelming, it’s just one of the many services we offer at DigitalKOG.
