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5 automated email marketing tips - for smart marketers

Statistics continue to come out about the benefits of creating specific automated emails to send to your database to increase open rates and ongoing engagement. These five simple tips should help you get started.

Statistics continue to come out about the benefits of creating specific automated emails to send to your database to increase open rates and ongoing engagement.  There is nothing more frustrating as a consumer when you sign up to receive correspondence from a brand you love, to then receive nothing at all for weeks.  These five simple tips are indeed that - simple.  If nothing else, companies need to at least send an automated welcome email to make their clients feel loved.  

In summary the thought process goes like this:

1.  Welcome.  Welcome emails are 85% more effective than standard email newsletters

2.  Nurture. Nurtured leads make 47% larger purchases than non-nurtured leads

3.  Appreciate. Thank you emails generate 13x more revenue than promotional ones

4.  Celebrate. Birthday emails lift conversion rates by 60% over other emails with the same offer

5.  Re-engage. 45% of recipients who get win-back emails read subsequent messages

Email marketing is a bit of a fine art.  You can't just send random content to your entire database when you 'feel like it'.  That will create two main issues.  Firstly it will become a chore.  You will put it to the bottom of the list and never get it done.  Secondly, your sales won't change and you wont' create loyalty of your brand.

The reality is most people wont' continue to come back to your website (and engage with your brand) unless you give them a reason for doing so. Set up your email marketing to automate directly from your sign-ups, or from the habits of your consumers on your website.  

On an e-commerce platform, the data you can gather from your users is extremely valuable.  The cart they abandon or their lapse of consistent ordering, means you have a true reason to talk to them.  Use that data to your advantage. A 2018 study from the DMA found that for every dollar spent on email marketing, businesses can expect an average return of $32.

And it doesn't have to be a chore, you can automate your communication with your customers based on the data you gather from your website.  Be clever about it, and reap the benefits of increased sales, and consumers who truly want to engage with your brand.