MarketingSherpa – Email Marketing: How to sprinkle subscribers with a well-timed welcome in 5 steps
s a native New Englander, I’m accustomed to swings in climate conditions. However, this past month’s weather pattern offered something different. More than 16 inches of snow fell in late October, causing my children to trick or treat in their snow boots. A week later, the temperature reached the low 70s, as if Mother Nature gave homeowners one last chance to clean up their yards before winter settled in.
Part of my Fall family chores is to empty water from the irrigation lines to our lawn sprinkler system.
In MarketingSherpa’s Email Marketing Strategies Workshop, I use the analogy that automated lawn sprinklers systems are very similar to automated email campaigns. I admit that I would in no way have a green grass if I did not have a sprinkler system set to water the lawn every Tuesday and Friday. If I used a hose and sprinkler set, I would most likely be reactive and only water when I noticed the grass turning brown. I’d also be inconsistent on the length of time I watered my tiny meadow.
With the irrigation system, I can select the day, time of day and duration of the water. It works so well that I save time and money, and I can set it and forget it.
Automated emails for higher open rates
I don’t recommend you “set and forget” automated emails, but they are similar in their efficiency, as these campaigns are triggered to be sent on defined sets of rules based on dates, events or behaviors.
Because of their timing and relevancy, automated campaigns achieve higher open rates than traditional email messages. In fact, in the 2012 Email Marketing Benchmark Report, we discovered 43% of marketers found emails sent based on triggers to be very effective, leading all other tactics including segmentation based on subscriber behavior and use of loyalty programs.
The research also found 80% of organizations sent automated emails, with automated messages making up an average 22% of the overall email volume. The chart below shows the most popular automated email messages sent by marketers.
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