Obstacles aside, email is just downright powerful when it comes to driving business results.
Examining a 2019 report fromLitmus on the ROI of email marketing, it is revealed that various industries see staggering returns from their email efforts. As Litmus details on email ROI by sector, the average return per industry is:
Software and technology: 40:1
Marketing, PR and advertising agency: 42:1
Retail, eCommerce and consumer goods or services: 45:1
Media, publishing, events, sports and entertainment: 45:1
Travel, tourism and hospitality: 53:1
All of this averages out to a 42:1 ratio.
However, what is implicit in this data is that many of these results are driven by email marketing automation.
To help articulate our position and clearly answer the question “Why automate email marketing?”, today, we will explore the reasons and benefits of integrating an email marketing automation platform into a company’s technology stack.
With that said, let’s get started.
Why Automate Email Marketing: 12 Benefits of Email Automation
Truth be told, there are scores of benefits to automating email marketing efforts.
However, some of the most compelling reasons to do so include:
1. Minimal Intervention Required
Let’s kick things off with the most obvious benefit: it’s automated.
The very fact that email automation platforms enable retailers to run campaigns while working on completely unrelated tasks is borderline magic.
Using email automation, merchants can set up a campaign, implement specific criteria to trigger workflows and just let the platform do its thing.
Thanks to email marketing automation services, retailers can automatically send out revenue-driving communications such as:
One of the most effective abilities gained from automating email marketing efforts is the capacity tosegment email contacts into different groups based on their characteristics, behaviors and other relevant factors.
Retailers can also implement advanced automation workflows like lead scoring to help gauge the interest of prospective buyers.
By dividing email lists into smaller, more relevant groups, sellers can send out more targeted, personalized emails. Naturally, this has a myriad of benefits, many of which are covered below.
As many merchants have likely read (and found out personally) over the years, it costs approximately five times more to acquire a new customer than it does to retain an existing one. Moreover, as is stated ina Bain & Company report on cutting costs:
“A five percent increase in customer retention produces more than a 25 percent increase in profit. Why? Return customers tend to buy more from a company over time.”
The fact is that keeping churn rates to a minimum is a critical task for eCommerce retailers to grow a business. Thankfully, email marketing automation helps to achieve this aim by providing consumers with more value by consistently sending out messages sharing great content, new deals and various non-promotional emails.
So, why automate email marketing?
Because doing so enables retailers to elevate their customer retention and brand loyalty efforts, thereby prioritizingincreasing customer lifetime values and boosting the company’s revenue by substantial margins.
4. A Better User Experience
Thanks to email automation features like segmentation and personalization, retailers can utilize email marketing to elevate the user experience significantly.
Through the features found on most email automation tools, sellers can employ email segmentation to deliver subscribers more relevant content, product offers that resonate, information about their loyalty account, geographically-geared messages, emails that are gender-specific and tons of other personalized communications.
As a result of this kind of personalization, consumers are more likely to find email messages to be in line with their interests and desires, thereby creating a far better user experience than if merchants were just to send out email blasts to their entire list.
5. Considerable Time Savings
When merchants automate their email efforts, it saves a lot of time.
In essence, what this means is that retailers (and their team) can spend more time focusing on other takes while email workflows run independently in the background.
Thanks to email automation, merchants can spend more of their time investing in other marketing activities like SEO, content production, social media and the like.
“Email automation emails outperform campaign emails in all the major categories: 165 percent higher open rates, 1558 percent higher conversion rates and 1361 percent higher $/recipient!”
This means that by allowing automated marketing platforms to power a seller’s email campaign, the company will not only free up a considerable amount of time to work on other tasks, but the brand will also likely generate more money to invest into its marketing efforts.
6. Ability to Sync Emails with the Purchase Cycle
Another answer to the “Why automate email marketing?” question is that this technology allows retailers to schedule emails that reach shoppers at the exact right moment.
Let’s use an example of a merchant who sells organic hand soap. If that retailer knows that their customer goes through a bottle of soap per month, on average, they could then schedule an email campaign to reach customers three weeks after their last purchase of hand soap to remind them to restock.
Moreover, if sellers wish, they could also use this opportunity to upsell or cross-sell related products to those that the shopper has purchased in the past.
No matter how retailers wish to structure their email campaigns, the fact of the matter is that email automation enables sellers to reach consumers with offers at just the right moment, thereby helping to generate more repeat purchases and revenue.
7. Workflow Efficiency
One of the most significant benefits that comes from automating email marketing is efficiency.
The fact is that retailers want to be capable of reaching their customers on a consistent basis without having to spend all of their time sending emails to subscribers.
Fortunately, automated email marketing platforms resolve this issue by keeping emails flowing without human oversight.
Naturally, this benefit goes hand-in-hand with the time-saving advantage that retailers gain from employing automated email marketing solutions, as part of the efficiency that automation provides comes from the ability to send out batches of emails automatically.
8. Capacity to Easily Scale Marketing Strategies
Utilizing email marketing automation tools means that retailers can quickly establish a set of rules and triggers to help move users through variousstages of the marketing funnel based on their actions.
This is not only faster but a more efficient (there’s that word again) way of carrying out a marketing strategy than if merchants were to attempt to do so manually.
For instance, by employing automated email marketing tools, retailers can avoid checking to see which customers made a purchase within the last week and emailing them all manually.
Instead, using email automation, merchants can simplyset up effective workflows to automatically email customers who made a purchase.
9. Promote Content and Improve SEO
Given that email subscribers are those who are interested in having contact with a company, they are the perfect audience with which to share new content offerings.
Using automated email marketing campaigns, retailers can promote their new content and bring people back to their website. As a result, they will increase pageviews and user sessions, each of which sends positive signals to engines like Google.
When merchants are able to get their content to become more visible in the search results, this tends to lead to an uptick in organic traffic, thereby providing sellers with the opportunity to cultivate more leads andgrow their email list.
Over time, retailers’ email marketing strategy and content marketing strategy can work together to elevate and strengthen the site’s SEO performance and get the company closer to its target audience.
That aside, employing email automation enables sellers to review statistics from email campaigns. What this means is that sales teams can see precisely which information prospects have read, clicked, engaged with and the like.
In effect, this means that a prospect is not cold but is instead warm, and the sales team has a better understanding of potential customers’ interests, goals, thought process and so forth.
Practically speaking, this means that sales representatives have a higher chance of closing a sale with these individuals.
11. Harvest More Product Feedback
Generating online sales at volume is no easy task. With the endless amount of information and panoply of products at a consumer’s disposal, it can be challenging to convince shoppers that one product is better than another.
However, one of the most effective tools in that battle is social proof.
For those who are unaware, social proof is, in a nutshell, the idea that when people are not sure what to do in a given situation, they tend to copy the actions of others.
As far as purchasing products online is concerned, shoppers look to customer reviews to guide their actions. Therefore, it is critical for retailers to display a cornucopia of product reviews.
One of the best ways to do so is to utilize automated email marketing campaigns by reaching out to buyers and asking them for their honest feedback.
By sending out an automated script for each purchase, retailers are likely to harvest far more reviews than if they were to leave it up to unprompted customers.
That said, this is not the only way in which customer feedback can be utilized.
By collecting buyer opinions on products, the on-site experience and the like, sellers can gain a deeper understanding of their customers’ satisfaction and how to improve their offerings.
12. Analyze and Optimize Email Marketing Efforts
When it comes to email marketing, there are various KPIs and metrics that retailers need to focus on, including:
Revenue per recipient
Customer lifetime value
By utilizing an automated email marketing platform, retailers canA/B test email marketing efforts to determine what is working and what needs more work.
Without a platform capable of providing such insights, testing tools and the ability to send out communications at scale, retailers will not be able to get an accurate reading on their campaigns’ effectiveness.
Therefore, the employment of an email automation platform is vital for analysis and optimization.
So, why automate email marketing?
Because automating email marketing gives retailers a competitive edge in a myriad of different ways, thereby allowing them to grow their eCommerce brand.
From building better customer relationships to maximizing ROI, elevating SEO performance and beyond, there are a multitude of answers to the question — “Why automate email marketing?”
That said, it is worth noting that utilizing email marketing automation platforms will not automatically equate to success. After all, they are just tools.
In order to make the most out of automated email marketing efforts, retailers must still develop resonant campaigns, segment audiences astutely, craft compelling copy, create subject lines that entice opens and all of the rest.
If your company wants to maximize the potential of its email automation platform, reach out to Visiture’s email marketing experts.
Our skilled team of eCommerce email marketers can help your company to develop the proper audience segments for your brand and email campaigns that engage, convert and drive eCommerce gains.
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A graduate of Sewanee: The University of the South, Ruthie joined Visiture in 2020 with a liberal arts degree steeped in writing, editing, and content marketing. Interests include hiking with her black labrador Derby, spinning front row at CycleBar, and frequenting Cava.
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