How can you improve your ROI with automated email marketing?
We’re all familiar with the countless generic emails we see falling into our inbox every day. It’s all too common for us to barely glance at the actual content as we scroll down to the unsubscribe link in the footer. Of course, it’s just not feasible to painstakingly write email after email tailored for every one of your customers either. That’s where automated email marketing comes in: the ability to send targeted emails at particular times or responding to actions taken. This is the way to reach your customers with a message that is actually valuable to them, keeping them subscribed, interested, and more likely to do business with you.
What are some of the benefits?
Better Results Via Testing
There’s no way to know with any certainty which marketing tactics will derive better results than others until completion. Even a different subject line or opening paragraph can produce wildly divergent levels of success. Automated email marketing doesn’t just help lessen this uncertainty; it improves as a direct result from it.
By utilising A/B test campaigns, even unsuccessful email campaigns can give you valuable insight into your strategy. No more grasping in the dark for the best possible campaign message – better testing means better results, backed by real user data, at the touch of a button.
Better Targeting for Bigger Impact
All customers are different. By segmenting your email lists into different groups (e.g. based on interests, purchase history, or demographic), a more refined and successful email campaign becomes possible. MailChimp, one of the leading email platforms, found that marketers who targeted different segments in their campaigns received 14.3% higher open rates and 100.95% higher click-through rates.
For agribusinesses, this is worth its weight in gold.
It’s the simple touches that make a customer feel valued. Automated email marketing can recognise and utilise different bits of information to tailor a personable experience for each receiver. This can be as simple as addressing them by name, to making offers in line with their purchase history – or even wishing them happy birthday. These small but powerful touches can create real ROI: emails with a tailored subject line are opened at a 26% higher rate, and personalised email copy results in six times the amount of successful transactions.
Keep potential customers engaged right through to the sale
Do you want to drive greater revenue from your existing customers? Transactional emails might be the answer. These are emails that automatically go to a website visitor following a specific action that he/she has taken, whether it’s making a purchase, joining your mailing list, or creating an account. These emails will include whatever the recipient expected – order confirmations and so on, but they don’t have to stop there. They also offer another potentially lucrative spot for further marketing, including outlining similar products, further useful information, or even a discount option for the next purchase. In short, these emails are expected and almost always read. Why not maximise their value?
Drip Campaigns, customer purchase cycles… Stay on your customer’s mind
Automated marketing emails mean that you can reach your customers at exactly the right time, targeting the best possible window to drive further engagement and sales. For example, if your business regularly sold fertiliser products to a customer every set period of time, you could send a reminder email at around that point reminding them to stock up.
For a less precise strategy, you can employ a drip campaign: a series of emails sent to leads on a regular schedule over a certain amount of time. This keeps your business in the mind of people interested in your products or services… a strategy that can reap big rewards: drip campaigns result in 80% higher open rates and 300% more clicks compared to single email campaigns.