How email automation can create better results for your email marketing strategy

At Communicator, we are trusted partners in email marketing. We work in partnership with our customers, which are all ambitious brands to make sure that they are achieving breakthrough results using our software suite. As part of our focus to help you to achieve email sophistication, we wanted to share with you what email automation is and how it can help your email marketing.

First things first, what is email automation?

Automation by definition is where you introduce systems that will generate actions due to certain triggers that you set up. Applying this to email marketing, it means that once a customer subscribes to a certain email journey, they will automatically receive your emails without you having to do anything else. This is a brilliant…

6 emerging email and marketing automation trends to help inform your 2018 email marketing communications strategy

Email marketing continues to be a vital communications channel with the DMAs latest Email tracker showing that email receives 30 times return on investment on average. 95% of respondents rated it as 'important' or 'very important' to their organization. Yet competition in the inbox for attention from email subscribers remains fierce as social media remains important and competitors optimise their approach. So, it's important to review the success factors to improving email ROI, which we summarise in this article with the help of the email specialists who kindly contributed their views and predictions on the trends which will be important in 2018. While some of these are not 'new' techniques, they are increasing in adoption since they are vital to keeping up with your competition and engaging your audience further in the customer lifecycle. Our lifecycle marketing model shows…

Shockingly, 94% of respondents aren't ready for GDPR

With the new GDPR changes being implemented next May, it is a hot topic on every marketer's mind. The change in regulations will affect the way companies can retrieve, use and store data. This change severely limits the widely practiced methods of asking for an email address to receive a company whitepaper or enter into a competition, and then being kept on an email list for promotional emails and 'spam' that the user did not originally consent to. [si_guide_block id="99357" title="Download Premium Resource – GDPR briefing guide" description="Our round-up of the best guidance on the latest European Union data protection and privacy legislation and how it affects you and your business Are you ready for the GDPR? The GDPR (General Data Protection Regulation (Regulation (EU) 2016/679) comes into force in all 28 countries in Europe on 25th May 2018. It has been agreed by the…

When is the best day and time to send an email to suit your target audience?

When most email marketers consider how time relates to their efforts, they’re quick to focus on what hour is best to blast their communications. While deploying emails at an unfavorable time can certainly lead to lower engagement levels, many other time-related variables should also be considered — audience demographics, life milestones, the price of the service or offering that’s being marketed, and more. With a deeper awareness of the issues in play, you can use the “time factor” to your advantage and better set up your campaigns for success.

[si_guide_block id="5508" title="Download Paid Member Resource – Email Marketing Strategy Guide " description="This comprehensive guide shows you how to take your email marketing strategy to the next level, covering a lot more than tips to improve your creative and copy, although we do cover this too."/]

Timing Is…

6 tips to get the most out of the highest-performing digital marketing channel

We see emails every day. But few manage to make an impact and imprint on our memory. It's not surprising, since running a successful email marketing campaign calls for both creativity and the analytical know-how to make sense of ever-growing amounts of data. That’s why even the savviest marketers can get stuck – especially if they only ever look at their own results. To get fresh ideas and inspiration, it’s often worth taking a step back to see what others are doing. The new GetResponse Email Marketing Benchmarks report helps by providing plenty of insight into how successful companies create memorable, impactful email campaigns. Here are five lessons from the report based on the latest email benchmark statistics, in the reports plus actionable tips to try in your own campaigns:

1. Email at the right time

If a billboard is placed…

Chart of the Day: Do you do any structured testing for your email marketing?

Why is testing important?

Yes, yes I know I drone on about testing, my little Email Geeks, but like the nagging mother I am, I will repeat myself again. Testing your marketing campaigns is as important as creating them. The fun thing about testing email campaigns is that what you think your client wants, is completely different to the results. If we sent a marketing email from two years ago today, do you think it will do well? Like all digital trends, email marketing, and automation changes. Especially in marketing automation. Clients aren't impressed by a welcome sequence - they expect it. But is it doing what you want it to? If you don't have a welcome sequence, do you know that your clients will notice? (Take our Quick Win, "…

Two major trends in email must not be ignored: interactive email and automation.

For certain messages, an old-fashioned email with a plain-text, well-written letter and a call-to-action at the bottom just might do the trick. But unless you want to take the risk of branding your entire online presence as “retro,” to be competitive, you must use the latest email technology.

What is Interactive Email?

To create an interactive email, a developer uses HTML and CSS to create radio buttons, forms, live counters, tabs and other interactive elements typically used on web pages. These interactive emails are now being dubbed “mailable microsites,” and the name fits perfectly. These emails act just like a micro website where users can move from “page to page” using tab and radio buttons to traverse the content and even convert directly within the email. These mailable microsites are being created using techniques such as punched card coding which effectively…

Chart of the Day: Looking to increase sales? Abandon Cart programs could be just what you need

The opportunities Marketing Automation provides your business is immense. I've always found that it is more difficult to decide which sequences to launch first as there are so many. I went back and counted the number of automation's ideas, in our 'for prioritization' queue and found we had over 30, which is crazy. If you just starting out on your journey to automate your marketing comms, you should build an Abandon Cart sequence. MailChimp, the email marketing provider, studied the results of 150,000 of its own users and found that Abandon Cart Series provide the greatest increase in orders per recipient. Source: MailChimp - Identifying the Most Profitable Automation for E-Commerce Businesses Sample Size: Automation data—collected from 150,000 businesses that use MailChimp Recommended Resource: Essential Marketing…

Chart of the Day: Do you get your emails approved? How many are involved? (Approval process) - Part 5 of 6

This week in our series, we will be looking at the approval process for our emails. (Catch-up on previous episodes.) Email approvals are fun. Well, for the people approving the email. For the email marketer, it can be torture. If there was no brief, it will result in many changes. And the majority won't have a brief for each and every email created because only 18.5% do.

How many people generally have to approve an email before it's sent?

In the chart below, we can see that the majority have '3' people included in the process (32.2%), and second has '2' involved (30.8%). Scarily 8.6% have to send each email to '6+' people to gain approval.

6+ people!

You will find that the majority of those who have…

Every irrelevant email is a missed opportunity that costs you engagement and conversion.

Whether you’re cross-selling, up-selling, fighting cart abandonment, or a content site working to keep your visitors returning and engaging, the key to effective email marketing is that your messages are personally relevant and well-timed. That means your emails must be personalized and intimately connected to your visitor's behavior.

[si_guide_block id="93629" title="Download our new Business Member Resource –Email Marketing and Marketing Automation Buyers Guide" description="This guide is for senior marketing managers and email marketing managers who are using, selecting or reviewing email marketing service providers and marketing automation platforms."/]

Here are 3 examples of personalized email strategies, for different sites, that exceed the norm, and keep visitors coming back for more.

For a content site

Increase engagement and retention by sending personalized emails based on their interactions with your site, combined with total visitor interactions, demographic, and recent interests. …

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