The Pure360 Advanced Email Series: Automation | DMA

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The Pure360 Advanced Email Series: Automation


Email automation has been around for a long time, allowing marketers to engage with their prospects in a highly relevant and personalised way. Email automation puts the customer at the heart of your marketing by allowing you to build a relationship over time at a time which is right for them and when the customer is at their most receptive.

Put simply, email automation is an email triggered as a result of a user’s actions. This could be a welcome email automatically generated after a
newsletter sign-up, a cart abandonment email which you receive if you didn’t complete a purchase, or a birthday email offering you a discount on your special day.

Automated emails run in the background alongside your broadcast emails and can be a single email or form a complete series of messages prompted by one initial action by a user. They can hold the hand of your customer from prospect to loyal repeat purchaser, guide a lapsed customer back to becoming engaged or prompt a purchase after someone simply browses your site.

Marketing teams using automation enjoy 70% higher open, click-through and conversion rates from their automations than from traditional campaigns (Marketing Sherpa, 2015) . Done well, these emails hold the key to building lasting relationships, increasing productivity and are the most widely read email messages in the toolbox of the emarketer.

It is easy to see the value in email automations, however for many marketers it is still seen as one of the most difficult and unattainable marketing tactics out there. To help you conquer and reap the benefits from email automations, we have produced this guide so that you can conquer this tricky strategy, no matter what your maturity stage.


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