Total automation for email is real. For many years, a lot of sophisticated marketing has been devised and implemented, which makes the production of email ever more sophisticated, accurate and rewarding. But the one thing it has never been able to do is do it for you. Acknowledged perception is that this utopia of existence can’t exist on one level, as it requires someone to decide what to do and when. All pretty obvious really, until you allow the possibility in your thoughts, that big-data can offer machine learning, capable delivering much greater returns that the humble human being can ever achieve.
Mailchimp (the world’s biggest ESP) currently define email automation as:
the use of predefined rules to trigger email messages and personalise your messages based on specific actions customers take-or don’t take, using email or marketing automation software.
Some examples they offer include when you automate welcome emails sent when a customer signs up for a mailing list, similar product recommendations after a user has bought from your site, or a quick reminder that the customer placed something in their cart but never finished checking out. Email automation takes repetitive tasks off your to-do list to free up your time for other valuable tasks, such as responding to customer questions. It can help customers learn more about your brand, encourage them to keep coming back, or remind them of why they bought from you in the first place.
But oh my dear lord, it is so much more than just that now. And the purpose of this article is the highlight how much further the boundary has been pushed, ever closer, and indeed achieving that holy-grail of ambitions — to be able to never need to touch your email software ever again, as it does it all for you — totally automatic.
The benefits of email automation
Email automation lets you:
1. Personalise your customers’ experiences.
Research backs up what most marketers already know: The psychology of personalisation.
- 90% of consumers find personalised content very or somewhat appealing.
- 91% of consumers are more likely to patronize businesses that provide individualized recommendations and offers.
- A recent experiment revealed that when shoppers knew an ad was based on their activity on the site, their click-through rates increased by 11% and revenue from the product grew by 38%.
- 72% of customers only respond to marketing messages that target their interests.
- The leading type of personalization experience that marketers use is email.
With email automation you can even create a series of automated emails to help grow your relationships with your customers-and your business. Improving email marketing efficiency as a marketing channel through the sales funnel. What Mailchimp, and many others, omit to say is that the technology now exists to take personalisation of email content to exactly the products that each individual consumer is most likely to buy next. Like shooting fish in a barrel, enabling you to pick all the low hanging fruit.
2. Make the most of your data.
Sure there are plenty of opportunities for stalwart marketers to thrash-out campaign strategies, and phenomenal creatives to write amazing content to deliver a fabulous return for their efforts. But what if instead of cherry-picking these occasions, you could come along with a combine harvester and reap 20x the return these alternatives deliver every time, and perpetually? Welcome to the word of predictive personalisation.
It’s much easier and more cost effective to sell to an existing customer than to convert a new one, and with automation, you can stay in touch better than ever before. You don’t need to schedule your messages so that your customers don’t go too long without hearing from you — and be sure the copy is relevant to maximise its impact, you can enjoy software that learns exactly when to email each consumer for maximum effect, that costs less than Mailchimp; in fact a lot less.
4. So, apart from the obvious, what are the benefits?
Whoa there, hold you horses pardner! First let’s underline the actual benefit — that unspoken of elephant in the room. Let’s say you employ a couple of people to do nothing else but create and send your email marketing campaigns for you. You need to check out the full extent of how much a year does that really cost? Then, and only then can you start where all calculations on expenditure of campaigns are a standpoint of, I must make XYZ to even begin to break even. That can be a truly painful eye-opener.
Next you need to look at the stats, there’s a Monday morning meeting moan going off somewhere in the house. Despite not yet deducting the above, if you’re used to certain levels of return, the last thing you need, is to suddenly discover, not only is there an easier, more cost effective way of doing it, but that what this other system does, and how it does it, delivers twenty-times the return. Yes a full 20x the figures you are used to enjoying. Backdate that for the just the last year, and you can highlight not what you’ve made, but how much you’ve lost!
So why would anyone be intransigent about change? Lets start with saving face. Being practiced and expert in the existing software, is extremely appealing to any executive. After all you don’t want some young pup coming in, who wouldn’t have the knowledge learnt over many years by your superior experience. But 20 x ( 20 times) the return, could rock that world, what if some new graduate knew something the old-dog doesn’t? These are the figures being used by a variety of research companies including Deloitte 8x, Statista 10x McKinsey 20x +.
SwiftERM offers ecommerce retailers a 100% automatically system that runs alongside any and all existing email software. Zero staff, zero staff overheads, perpetually running, no holidays, weekends, evenings or sickpay. It personalises product selection for each individual consumer perpetually, without needing any staff whatsoever — ever!
It knows each consumer’s preferred product selection and uses it to greatest advantage in their emails. After a free trial SwiftERM quickly adds new turnover and new profits. But further, it smashes (AOV), and skyrockets CLV. It is as an enormously high performing Martech solution. If you don’t believe it works, take the free trial and run it alongside your ESP software, which it is designed for. There is no lock-in contract. Simply click the Register link above.
SwiftERM are Microsoft Partners and the only company in the world authorised by Trustpilot to include product ratings in outbound email marketing.