We often say that email automation is the digital equivalent of a robo-vac…
Bear with me…
Basically, you set it up, switch it on, and off it goes zipping around picking up all the crumbs…even the ones under your couch, ‘Damn how did it get so dirty under there!?’
In this situation, the ‘crumbs’ are your lost leads. The people who are eager to receive content from you, need answers or are desperately looking for a reason to convert.
Don’t leave them unattended until you next ‘big clean’, it’s time to switch on your robo-vac….eh enough about cleaning, onto the case study!
In this case study, the clients ‘crumbs’ were the dormant customers in their email database. Keep reading to see how we woke up the sleepers and converted BIG TIME!
The client is a global retailer with several successful brands under their umbrella. Their core promise is to deliver top quality products, sales support and services backed by professionals.
They’re not a ‘small business’ by any measure, however, they run a lean, mean marketing machine across several brands which really doubled down on their need for efficient, low-cost marketing automation.
Marketing and Business Challenges
The company’s previous success with email saw a downward turn during the new brand acquisition. They found that buyer personas lost relevancy and their automation strategies were not sophisticated enough.
There was a desperate need for a more strategic approach to email automation!
In our initial analysis we found that since the acquisition, customers were receiving very little if any personalisation. Standard campaigns were being sent out to everyone, with no consideration given to where customers were in their unique customer journey.
The team hypothesised what could be causing the downward slope in conversions and came to the conclusion that a greater level or personlisation was needed to deliver more targetted marketing messages.
From here we developing a plan, investigating over 50 segments to find which would be the most profitable to design automation for.
We narrowed it down to two specific segments:
Average order value (AOV) of $50
A one-time purchaser with an average order value (AOV) of $100
With these segments in mind, we did some work refining the client’s buyer personas.
We ran a manual test of both campaigns and after seeing positive results, the decision was made to automate.
At the end of our testing period, the team decided to automate both campaigns, leading to a 53% increase in year-on-year email revenue that can be attributed to the success of this campaign, plus our ongoing strategic work.
Transaction rates (excl. one brand) were up by 35% and the client continues to see conversion rates as high as 9.2%, making email their best performing channel.
Implementing Email Automation
In a survey of marketing professionals, the following were the most common barriers to implementing a consistent and successful automation strategy.
Now I’m sure you can relate to one or two of the above. We’ve certainly heard them reinforced by our clients!
Truth is, all of these barriers are easy to overcome. It just requires slowing down to speed up, identifying your goals and being clear on what and where you need to automate.
Transform Your Marketing Machine—Highly-Profitable Strategies for Email Automation
Are you ready to take the plunge and commit to developing a highly-profitable email automation strategy?
In our new Email Marketing Automation Course, we will work with you to discover your quick-wins and greatest opportunities for automation. Check out the course overview!
What’s Included in the Course?
Includes a skills-gap-analysis and roadmap proposal
Customised workshop agenda
6 Hour in-house workshop for up to 6 team members
30, 60, 90-day project roadmap
Who is the Course Designed for?
This course is particular is best suited for a manager and executive level.
Marketing & eCommerce Professionals
Public Relations Professionals
Customer Service & Sales Teams
If you are ready to explore opportunities in email automation click the button below to secure a 15-minute discovery session with one of our marketing experts.
There’s no need to commit after this session. It’s simply designed to discover whether you’re in the right place to optimise your email automation strategy!
Alita Harvey-Rodriguez is known as one of Australia's leading digital marketing futurists and the brains behind Milk It Academy – A research-based training firm to advance marketers skills into new school digital leaders and company innovators. For over a decade Alita has worked with global brands including SAP, Experian, SEMrush, TS14+, Estee Lauder, Myer, Power Retail, & Online Retailer.