by Andrea Sala - May 20, 2022
How to Launch and Monitor an Email Marketing Automation Plan for Effective Sales
Email marketing automation is a useful and effective tool for all types of businesses and for all types of objectives. As with all tools in the hands of marketers, however, it must be emphasized that there are prerequisites to be observed carefully, otherwise any campaigns will fail and - even worse! - budget will be wasted.
The foundation of automated emails: preparation
Before starting, it is necessary to make a distinction between email marketing estonia whatsapp number data 5 million automation and drip campaigns : the first approach is much more “personalized” on the potential customer and their position along the customer journey, while the second is a “prepackaged” email marketing campaign that addresses all prospects with the same content, regardless of their predisposition to conversion or their relationship with the brand.
Drip campaigns usually have very specific sending parameters from start to finish and are mostly used to send out emails in a shower, focusing everything on the lead magnet they contain: a significant discount, a special promotion and so on.
Email marketing automation is a whole other story. Again, these are emails that are sent automatically, but they are only sent when potential customers (or existing customers) reach specific thresholds or milestones. Furthermore, the message is deeply personalized - or at least it should be - according to the characteristics of each recipient, the geographic area in which they live, their habits, their corporate role, their demographic data and so on.
The more detailed the email, the more likely it is to hit the mark.
Obviously the whole castle cannot stand if the foundations are not solid and in this case the foundations are the database you have available and its level of profiling.
In short, if you know your potential customer well, the chances of success will be much higher.
Preparation therefore plays a fundamental role, not only in drafting sending workflows, but also in carefully choosing the recipients of your email and the metrics to keep an eye on.
Yes, because launching an email marketing automation campaign without knowing which KPIs to monitor makes it very difficult to understand what works and what doesn't.
But why go to all this trouble to design such a thorough email marketing automation plan? Simple, because it works.
10 Amazing Email Marketing Statistics and How They Can Help You
Several surveys have in fact highlighted how customers prefer a more “personal” touch: SmarterHQ reports that 70% of customers are more likely to interact with personalized messages, while Accenture highlights that people are more likely to undertake purchasing experiences perceived as “personalized”.
Acquisition KPIs
Acquisition KPIs include the number of active contacts , meaning those who have recently interacted with your brand, and the segmentation of the prospects you have available : these are contacts who are ready to become customers - for example, because they have added products to their cart - or contacts who are ready to convert, such as those who have entered their payment information.
