Welcome to Idea Exchange, where we share our latest thinking about how marketers of highly engineered products and services can design better interactions along the Buyer Experience Value Chain

IDEA EXCHANGE

Welcome to Idea Exchange, where we share our latest thinking about how marketers of highly engineered products and services can design better interactions along the Buyer Experience Value Chain®. At Quarry, we believe a strong brand is just the beginning — which is why we focus on converting branding to buying.

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3 Reasons Why Automated Emails Convert 200% More [A New Must-See Chart]

Here’s another gem from the collection of 20 Must-See Charts for Modern Marketers we recently released with our partners at Eloqua. Automated emails deliver 200% higher conversion rates compared to other emails.


What are “automated emails” and why are they such over-achievers?

An automated email is an email that’s been sent to a buyer as part of conditional rules-based program (think a big automatic “if this, then that” workflow). It’s an email buyers receive because of an action they’ve taken, or an event that’s occurred.

The bigger question is: what is it about automated emails that cause 200% higher conversion rates than batched emails? Here are three reasons:

1. Automated emails are more timely
Timing is everything. Sending an email to someone when they are interested in a certain topic will result in more engagement with your email. Like when someone fills out a form to register for an event, automatically emailing them a confirmation with event details and a calendar file. Or when a new lead enters your database, and you drop them into a Welcome Program that automatically sends out a series of emails introducing them further to your company. Timing = relevance. And really, you can’t get more timely than responding immediately after the person takes an action! And you can take it even further – add a wait step, some decision rules and control the timing down to the minute for what happens next.

2. The content will be more relevant
As a marketer you will write better content when you anticipate what information buyers would want at this exact point in their journey. What information can you assume they already know? What information would make their day? People have different information needs at each stage so make sure you really drill down to offer content that’s as relevant as possible. For example, create a campaign for the mid stages of a buying journey, and after prospects download a product pricing breakdown, send an automated email the next day that is signatured by their rep offering a cost justification worksheet to aid their internal selling process. If it’s relevant content your conversion rates will soar!

3. You’ll send fewer emails, but you’ll reach those who care
Automated emails are typically dripped out rather than batched out, which means that as your prospects or customers flow through a campaign one email will be sent to one person at a time. Batch:automation as is broadcast:conversation. So instead of blasting out your email to a large number of people, who may or may not be interested, instead choose to only communicate with those who are at the right stage. Compare it to being at a dinner party, standing on a chair and shouting, versus walking around and having a conversation with each person who seems interested in chatting. You’ll end up sending fewer emails, but you’ll be sending to people who care, which will result in higher conversion rates.

So take a long hard look at how many of your emails are automated. Benchmark your conversion rates now, make steps towards automating everything you can and see how your conversion rates improve.

If you enjoyed these insights, there are 19 more charts waiting for you! Download the 20 Must-See Charts for Modern Marketers.

 

What are “automated emails” and why are they such over-achievers?

An automated email is an email that’s been sent to a buyer as part of conditional rules-based program (think a big automatic “if this, then that” workflow). It’s an email buyers receive because of an action they’ve taken, or an event that’s occurred.

The bigger question is: what is it about automated emails that cause 200% higher conversion rates than batched emails? Here are three reasons:

1. Automated emails are more timely

Timing is everything. Sending an email to someone when they are interested in a certain topic will result in more engagement with your email. Like when someone fills out a form to register for an event, automatically emailing them a confirmation with event details and a calendar file. Or when a new lead enters your database, and you drop them into a Welcome Program that automatically sends out a series of emails introducing them further to your company. Timing = relevance. And really, you can’t get more timely than responding immediately after the person takes an action! And you can take it even further – add a wait step, some decision rules and control the timing down to the minute for what happens next.

 

2. The content will be more relevant

As a marketer you will write better content when you anticipate what information buyers would want at this exact point in their journey. What information can you assume they already know? What information would make their day? People have different information needs at each stage so make sure you really drill down to offer content that’s as relevant as possible. For example, create a campaign for the mid stages of a buying journey, and after prospects download a product pricing breakdown, send an automated email the next day that is signatured by their rep offering a cost justification worksheet to aid their internal selling process. If it’s relevant content your conversion rates will soar!

3. You’ll send fewer emails, but you’ll reach those who care

Automated emails are typically dripped out rather than batched out, which means that as your prospects or customers flow through a campaign one email will be sent to one person at a time. Batch:automation as is broadcast:conversation. So instead of blasting out your email to a large number of people, who may or may not be interested, instead choose to only communicate with those who are at the right stage. Compare it to being at a dinner party, standing on a chair and shouting, versus walking around and having a conversation with each person who seems interested in chatting. You’ll end up sending fewer emails, but you’ll be sending to people who care, which will result in higher conversion rates.

 

So take a long hard look at how many of your emails are automated. Benchmark your conversion rates now, make steps towards automating everything you can and see how your conversion rates improve.

 

If you enjoyed these insights, there are 19 more charts waiting for you! Download the 20 Must-See Charts for Modern Marketers.

 

Lisa Attygalle

Member

Lisa is a Quarry Alumni.

Comments

  • Nathan R Nathan R says:

    Automated, or triggered emails as they’re often called, are a fantastic use of email! It’s really not surprising to see that they out perform batch emails by so much. But with the amount of batch emails being sent these days, I think, it’s important to make sure your subject line really drives home the relevancy of the message.

    Also, I’m curious of how conversions are being defined here.

  • Lisa Attygalle Lisa Attygalle says:

    Thanks for your comment, Nathan, and I agree – having an interesting and relevant subject line is the key driver to increasing your open rates.

    This research was by conducted by Eloqua so I’m not sure how their algorithm for conversion is broken down, but my guess is that email click through rates would be a significant contributing factor. I’m going to reach out to Eloqua though to see if I can get a more concrete definition.

    Thanks!

  • Pingback: Email Marketing: 3 overlooked aspects of automated messages | MarketingSherpa Blog

  • Pingback: Email Marketing: 3 overlooked aspects of automated messages | E-mail Marketing Specialisten

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