A lot of marketers judder when they hear the term ‘email marketing automation’. Implementing a successful email campaign can often feel like a daunting task. However, it needn’t be. You just need preparation.
“To get the right message to the right person at the right time you first need to get the right data to the right data base at the right time.” – John Caldwell
Have you automated your email marketing process already? Or, are you a beginner just discovering how automation can work for you? Either way, we are about to reveal a few impressive automation statistics as well as debunk some common email automation myths for you.
In this article, we’ll cover the following marketing automation topics:
- What exactly is marketing automation?
- Marketing automation statistics
- Common email automation myths
Let’s dive in.
What is marketing automation?
Marketing Automation refers to software and technologies that are designed to allow businesses to market to their client and prospects by automating repetitive tasks at scale, personalise communications, intelligently analyse recipient behaviour and act accordingly to a pre-defined marketing roadmap, supplying the right message at the right time to the right person. It may include multi-channel marketing such as email, social media and chatbots/messenger amongst other tools. It provides a streamlined way for teams to launch marketing campaigns as well as automate repetitive tasks. Picking the right solution depends – almost entirely – on a business’s individual needs. From industry and company size to environment and existing business practices, all will influence how useful marketing automation can be.
Nevertheless, marketing automation can sometimes be misunderstood as a spammy, email-focused tool. Some marketers believe that it’s too expensive and impersonal. Others, that it’ll fix all your email marketing problems. We believe, that if done right, it will allow businesses to nurture prospects with highly personalised, useful content which in turn will convert them into delighted customers and therefore increase your profits.
Marketing Automation Statistics
The lure of marketing automation is clear: with 48% of marketers using marketing automation it is one of the 4 most popular methods of creating a personalised customer experience, according to House of Marketing’s “Yearly Marketing Survey 2019”.
Statistics also point out that – on average – companies could increase sales productivity by 14.5% while reducing marketing overhead by 12.2%. Furthermore, 80% of marketers saw an increase in number of leads using marketing automation software; and, 77% had an increase in conversions.
Additionally, 75% of marketers currently use at least one type of marketing automation tool. 55% of e-commerce businesses use software for their email marketing automation with another 25% planning on adopting the same practice.
That’s not all. According to Forrester, spending for marketing automation tools will grow vigorously over the next few years reaching $25.1 (£19.6) billion annually by 2023.
If these few stats don’t convince you that – if properly implemented – marketing automation can have an extraordinarily positive impact on your business’s revenue and efficiency, we don’t know what will.
So, here’s what we want to ask you – is marketing automation a gamechanger or not?
If you want to adapt to the changing times, as business owners (or employees), you must have your finger on the pulse of today’s technology and make sure you incorporate it into your marketing processes.
However, not all technological innovations are worth your time, effort and – most importantly – money to incorporate. When it comes to email automation, there are plenty of misconceptions going around. So, we decided to explore the most common myths and shed some much need light on the matter.
Myth 1: It’s Too Expensive
There is some truth to this myth. It lies in the fact that automation technology was once primarily invented for large corporations to use. This meant that the customised solutions were indeed expensive.
However, over the years, the technology has developed, and it became more affordable for smaller and mid-sized companies to use.
If businesses define a budget and outline what features are important, they’ll be able to find an email automation tool which will address their needs. Just remember, there’s no need to purchase the most complex or feature-rich one you can find. It just needs to accomplish what you’ve set out as goals and it will have value.
Additionally, automated email marketing is relatively inexpensive – if you’ve chosen the right ESP – in comparison to other forms of traditional marketing. Also, the return on investment (ROI) is easily measured and tracked whereas in other forms, it is not.
[Basic email automation with EmailOut.com starts at £22.50 / $30 for unlimited automations]
Myth 2: It’s Takes Too Much Time
Learning to use new technology can be time-consuming and that holds true for all new processes when they are initially introduced.
Email automation is highly scalable and can grow with you which means you can start small. Beginning your email automation processes on simple triggers – like welcome emails – doesn’t require a lot of time. However, if you want to produce significant results, it is imperative to learn the basic functionality of your chosen marketing automation solution.
As with any other business process, you must invest some time in revising, adjusting and optimising your solution of choice. Nevertheless, once you’ve taken the process one step at a time, you’ll establish that it really isn’t as time-consuming as you thought.
Myth 3: It’s Only for Email Marketing
This is one of the most widespread myths about marketing automation, possibly the most popular one. Many business owners think that it’s only relevant for email marketing. However, they’d be wrong.
Based on the solution businesses choose, marketing automation provides great tools for managing and, of course, automating aspects of their email campaigns. This includes, but is not limited to, segmentation, autoresponders, newsletter creation, collecting information on customers and much more.
While email marketing is certainly one of the strongest channels for automation, there are many others where automation can be utilised – such as social media, landing pages, lead generation, management tasks and so forth.
Myth 4: It’s Cold and Impersonal
Let’s be honest, cold and impersonal email marketing is a result of negligent marketers, not the software they use. Most clients, both existing and potential ones, feel like marketers are not talking to them but rather, at them.
There was a time when improper and inefficient use of marketing automation led to mass email blasts to unsegmented lists of leads. Which, consequently, led to the belief that email automation is cold and impersonal. This is not the case anymore.
In this day and age, email automation tools – such as EmailOut – have evolved to tremendous levels allowing marketers to not only ensure their email campaigns will be sent to the correct subscribers but also, establish a more direct connection to potential (and existing) customers by personalising email blasts. This way, your clients won’t feel like you’re talking to a wall.
Myth 5: It’s All Spam and No Glam
Another dangerous email automation myth is that it’s just a different form of spam. However, it’s wrong to stigmatise an entire automation process just because of one negative use.
Spam is spam because it’s irrelevant, annoying and – more often than not – inappropriate, not because it showed up in a subscriber’s inbox without warning. Regardless of how your content is delivered, if it doesn’t resonate with your audience in a personal way, they’ll consider it spam.
Therefore, if you are concerned about spamming your contact lists with too many email campaigns, don’t be. Email automation allows for more intelligent segmentation of your lists which ensures the correct people are only seeing content designed for them, rather than sending all emails to everyone – which is unlikely to result in many conversions.
Just make sure you are not blasting your clients too often. It’s possible to make too much of a good thing, so don’t overwhelm your audience with tons of emails.
Myth 6: It’s Set and Forgotten
A common myth is that marketers abuse email automation and leave engaged visitor’s responses hung out to dry. The reason for this is because many businesses rely on the automation to do all the work and neglect the fact it needs constant care and awareness in order to work effectively.
It’s important to keep in mind that email automation works as a supplement to your marketing strategy and serves as an enhancement to your efforts. Therefore, you can’t be careless.
Let’s take A/B testing (also known as split testing), for example. The benefit of choosing an ESP with a split testing feature build-in, is that you can utilise the feature in order to gain a better understanding of what resonates more powerfully with your customer base. By setting up two different email campaigns, you can gather data on what interests your subscribers and leads, as well as, ensuring the content you share with them is properly targeted and achieving your set goals.
Additionally, people are more likely to engage with businesses that engage back. Thus, once you’ve established the content your clients find interesting, ensure that you are responding to your audience’s thoughts and queries, instead of only provoking them without following up on your initial contact. If you neglect to do that, customers will catch on quickly and will simply ignore any future email campaigns you send them.
The Bottom Line
Email automation can have an exceptionally positive effect on your business’s revenue and efficiency – if done right.
There are many different advantages of adopting an email automation process (if you haven’t already). First and foremost, this marketing technique allows organisations to improve the customer experience since it sends behaviour-triggered emails and ensures you are creating a personalised experience for your customers – every single time. A few other advantages are saving money on staff by reducing the need for employees to go through repetitive tasks, recovering lost revenue, predicting and shaping customer behaviour as well as increasing customer lifetime value.
Let’s face it, every company wants to ensure their work is simplified and easy. They want to guarantee processes will be quicker and their day-to-day activities will be smoother, get better results and promote their business’s growth.
With email automation, companies will be able to maintain and scale their business profitably and successfully at very little cost. Just remember that not all marketing strategies are created equally. Therefore, email automation is just one piece of a greater puzzle which needs constant care in order to flourish.