Email Marketing Automation – How to Take Your ROI to the Next Level

Is your email-marketing team short-staffed? Are you under constant pressure to increase revenue? If your answer to these questions is “yes,” here’s how using automation for your email-marketing campaigns is a fantastic solution.

What Is Marketing Automation?

Marketing automation is a combination of software and strategy that work together to create personalized, relevant email campaigns. In this way, marketing automation can help you convert prospects to customers more efficiently, as well as keep your current customers engaged and happy. When done right, marketing automation can boost a company’s revenue and dramatically increase email-marketing return on investment (ROI).

As an example, let’s say you spend $2,500 on developing the strategy, copy, design, and HTML code for a typical email campaign that gets sent once or twice. If this email is automated and subsequently sent out weekly, the cost is cut significantly to less than $50 per campaign. Not only does automation cut the cost per campaign, but it also frees up your team’s time to focus on your strategy and other high-impact campaigns that have been on your to-do list for months.

An example of a marketing automation success story at FulcrumTech involved one of our publishing industry clients. We were able to identify a number of manual emails that were perfect for automation. After building out and implementing the automations, FulcrumTech generated a savings of over 40 labor hours each week. That time saved was then spent on other high-priority campaigns and optimization activities. As a result, this client achieved dramatic increases in new subscriptions and revenue – from the automations as well as from the additional campaigns that finally could be developed and launched. And those automations continue to run every day, earning revenue over and over again without any additional labor or effort.

The Many Benefits of Marketing Automation

As automation software becomes more affordable and easier to use, more organizations of all sizes are reaping the many benefits of email-marketing automation solutions. In the Lenskold Group’s 2013 Lead Generation Marketing Effectiveness Study, for example, 63% of the companies that out-marketed their competitors used email-marketing automation tools. Additionally, 78% of the marketers surveyed in this study credited marketing automation systems as “most responsible” for improving the revenue contribution from their content marketing efforts.

For the Email Marketing Industry Census 2015, Econsultancy asked companies what they perceived as the main benefits of marketing automation. More relevant communication was rated at the top of the benefits, with 78% of respondents choosing this option. Here’s a listing of the benefits cited and the percentage of respondents who selected each option:

  • More relevant communication (78%)
  • Increased customer engagement (76%)
  • More timely communication (72%)
  • More opportunity to cross-sell and up-sell (61%)
  • Saving time (59%)
  • Increased revenue (51%).

7 Types of Automated Emails to Send to Your Subscribers

Marketing automation is the cornerstone for successful triggered and nurturing email campaigns. It’s also an effective tool for managing communications based on engagement with prospects and customers alike. Is your company using automation tools to effectively streamline your email campaigns? The following are some of the most important types of automated emails you should be sending to your prospects and customers:

  1. Welcome

    Designed for new subscribers, welcome emails are among the most opened emails marketers will ever send. That’s why it’s so important to invest time and effort into developing a welcome series strategy that will effectively guide prospects and customers through your company’s conversion funnel. Click here for information about how to use an automated welcome series to leverage new subscribers’ interest in your organization. Plus, check out the following FulcrumTech Get the Click email reviews for good examples of welcome campaigns:

  2. Sales Nurturing

    These types of emails follow up with prospects and are especially useful for supplementing a company’s sales efforts. The email messages are typically short, sent and signed by an individual, and provide timely and useful information about a company’s products/services to guide prospects through the sales cycle. Click on the following NewsLever articles for information about how to design and implement effective trigger and nurturing email campaigns:

  3. Shopping-Cart Abandonment

    If you want to minimize your revenue losses from abandoned online shopping carts, automated shopping-cart recovery emails are the answer. Numerous studies have shown that by sending a series of reminder emails to give cart abandoners a “nudge,” you can recover a significant amount of revenue that otherwise would be lost. Click here for some best practice tips to help you optimize the conversion rate of your shopping-cart recovery emails. Plus, check out the following example of a cart-abandonment email series that was recently featured in our Get the Click email review.

  4. Purchase Confirmation and Products Shipped/Delivered

    These post-purchase transactional emails provide an excellent opportunity to cross-sell products that your customers may be interested in based on their purchasing preferences.

  5. Product Feedback Request

    Sending a timely product feedback request email is a great way to stay top of mind with customers. An added bonus – you can use the product reviews collected from satisfied customers in promotional emails and website landing pages to positively influence prospects considering a purchase.

  6. Invitation

    Whether it’s for an event or webinar, this type of email is designed to drive attendance. And the conversion goal is to get recipients to register for the event. Follow-up emails in this automated series could include confirmation, date reminders as the event draws closer, and a summary of the outcome of the event, such as content slides or fundraising goals attained.

  7. Date-Triggered

    Countdown to an event, seasonal purchase or donation reminders, new product releases, service reminders, subscription renewals, and subscribers’ birthdays and anniversaries are some examples of date-triggered emails. In addition to providing the perfect opportunity to stay top of mind, this type of email can also play an important nurturing role to encourage future purchases from customers. For a great example of a date-triggered email, check out this one from Drugstore.com.

Is your company using automation technology to effectively enhance your email-marketing efforts? FulcrumTech can help you answer that question, as well as identify and implement the automation tools that best fit your marketing needs. Email us or give us a call at 215-489-9336 and get started today.

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