Last updated on June 14th, 2016
“Automated Email Marketing Generates Greater Revenue”
It seems a bit ironic – while everyone is pushing for ‘personalization’, why would automation be tied to even greater revenue? Wouldn’t you want less automation and more personalized, one-to-one emails? Exactly – which is why email automation is gaining traction quickly.
Email automation has evolved to be timely, relevant and highly personalized. Why? Because automation can be segmented and targeted to occur based on your customer’s unique behaviors. It is true, batch-and-blast is over, but intentional automation can seem just as personal as a friend-to-friend email. In fact, trigger email campaigns account for 21% of total email marketing revenue.
The goal of triggered emails is to follow behaviors, understand patterns and create a messaging strategy that pinpoints activity and engages buyers at exactly the right time. Lets take a look at some of the most powerful ways you can create triggered emails.
Browse emails (messages based on categories or products a customer has viewed) achieve a 3.4x increase in revenue compared to other promotional mailings. (Experian Marketing Services, 2013 Email Market Study, Dec 2013)
Imagine knowing how often a person views a particular product, then being able to send a targeted message based on their intent to buy. If you have a tool that gives you insight into product views, you can create a trigger email to be sent including images of the product they browsed or similar items they may also like. If you do not have a tool that captures this data, it may be a bit more difficult to gain the insights and set the rules for this type of triggered email. Kevy allows you to do this through capturing and analyzing this visitor data.
For instance – you can set up a rule that says after a customer has viewed a particular product more than ‘5’ times, you will immediately send them an email that includes a coupon for free shipping. This could be the little nudge they need to jump the fence and complete the purchase.
Sending a second abandon-cart reminders (a follow-up abandon-cart message to an initial email) garner an average 54% lift compared to just sending one abandon-cart message. (Experian Marketing Services, 2013 Email Market Study, Dec 2013)
Cart recovery is often discussed and yet surprisingly, not as frequently used. Studies show that 74% of all online sales are abandoned, resulting in a staggering $4 trillion in lost revenue. Good news? More than half of this is recoverable and timing is everything. Sending an initial email 3 hours after a consumer abandons a cart, can result in a 40% open rate and a 20% click through rate.
Triggered emails are essential to recapturing what may have been lost revenue. But you need the right tools to help you create powerful cart recovery programs that can both reengage and convert abandoned buyers. Using something, like Kevy, can show you whether a shopper has logged in as a user, is browsing as a guest and give insights into what that customer is viewing, clicking and adding to their cart. Use our cart recovery segmenting to implement a combination of email reminders, targeted content and tested timing in order to recapture lost sales.
Thank you Emails
Thank-you emails achieve a 13x increase in revenue compared to promotional mailings. (Experian Marketing Services, 2013 Email Market Study, Dec 2013)
Your customers need to feel like a person, not a number. Sending a thank you follow up email can increase likelihood of becoming a repeat buyer up to 70%.
And the good news is that creating thank you emails can be a simple trigger setup that is tied directly to order completion. If you have an integrated marketing system, you can pull this information into your email platform in real time to immediately send the thank you.
Take a look at the example we love below from Home Decorators Collection. They acknowledge the last purchase (which was made a month earlier) then give a compelling reason to shop again.
Timing is powerful and it is worth testing to see how your audience responds to these emails. Some may prefer an immediate post-purchase message, while in other cases, you may benefit by waiting until after they have received their purchase. Then you can include links to customer support, or request a review since they have had time to use their purchase.
Why it Matters…
Despite the changing landscape of marketing, email remains a significantly more effective way to acquire customers than social media — nearly 40 times that of Facebook and Twitter combined. (McKinsey & Company, Why marketers should keep sending you emails, Jan 2014).
Automated email marketing can be a large part of your marketing strategy to drive even greater revenue. In fact, B2C marketers who are using automation, including everything from birthday emails to cart abandonment programs, have seen conversion rates as high as 50%. And if you have the right tools, you can create these systems and build a strong marketing engine that continues running even when you aren’t there to manage it.