Email Automation for Small Businesses
Email and marketing automation used to be the preserve of large companies but the technology is now available to businesses of all sizes.
Since email strategies are increasingly hard to master, with requirements for opt-ins to marketing lists, and since email campaigns are the most profitable channel (not necessarily by time, but certainly in terms of marketing spend, which is around 40 to 1), then email automation is well worth looking into.
So why email automation?
1 – Insights
Automation combines tracking and insights such as first purchase, cart abandoners etc.
2 – Right Email Right Time
It then allows an automated emailing to gently intercept the customer at key points of their customer journey. It can also send out loyalty bonus emails and nurture repeat custom.
3 – Relevant Content to Customer
Engage with relevant content to the customers preferences, such as product ranges they have either added to carts, purchases, pages they have visited many times.
4 – Organise and Improve Design
Help you optimise and design emails, organise lists.
And it also smoothes the opt-in process necessary to avoid spam traps.
There are now quite a few marketing and email optimisation platforms. These include Mailchimp (as a basic platform which can be integrated to e-commerce web sites), SharpSpring, InfusionSoft and Get Response.
Is it expensive? It really depends on the services that you need, but services normally provide large list sizes. The benefits however depend on making use of all the powerful tools it will provide, and getting good training is a key to that.
But, once you have invested time and have a reasonable list size then you should certainly see a gain in revenues.