Creating & Maintaining Effective Automated Campaigns [on-demand webinar]

March 7, 2023 | 4 minute read
Chad S. White
Head of Research, Oracle Digital Experience Agency
Ana Jablonski
Senior Strategist
Nick Cantu
Creative Director for Creative Services, Oracle Digital Experience Agency
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Automations are among the highest performing campaigns a brand can send, dramatically outperforming broadcast campaigns. That’s despite typically representing less than 5% of a brand’s campaign volume, and receiving far less attention than they deserve considering their contributions to revenue versus other campaigns.

For instance, triggered and transactional emails generate 20% or more of email marketing revenue for 74% of brands, according to an Oracle Digital Experience Agency survey. An astonishing 18% of brands generate the majority of their email marketing revenue from their automations.

Yet, despite that incredibly high performance, marketers chronically underinvest in their automated campaigns, depriving their organizations of even more stellar returns from these messages.

What would you need to do to seize this opportunity? What tasks would you perform if you wanted to dedicate time to your automated campaigns that was more proportional to revenue they’re generating for your marketing program? Making the most of your opportunities with automation requires the prioritization of a set of tasks that evolves as your program becomes more sophisticated.

Automation Tasks Shift as Program Sophistication Increases

We see there being five primary sets of tasks, with less sophisticated programs focusing more on the first few tasks and more sophisticated programs the last few:

1. Launch

To grow your automated program, you have to start by launching new triggered campaigns. These will be one of five types:

  • Action-triggered, which are sent in response to an action by a subscriber (e.g., welcome campaigns, abandonment campaigns, order confirmation)
  • Inaction-triggered, which are sent in response to a lack of action by a subscriber over a prescribed period of time (e.g., win-back campaigns, reengagement and re-permission campaigns
  • Date-triggered, which are sent in response to the arrival of a date or the passage of a certain amount of time (e.g., birthday campaign, auto-renewal notification)
  • Operations-triggered, which are sent in response to a status or other change in the operations of the sender (e.g., shipping confirmation campaign, back-in-stock notification)
  • Machine-triggered, which are sent in response to condition changes detected by internet-connected devices (e.g., low battery alert, condition-detected alert)

Explore this checklist of more than 110 Automated Campaign Ideas (free, no-form download).

2. Maintain & Optimize

Of course, once you launch an automation, you have to start a cycle of regular updates and optimizations, because these are living campaigns. This includes:

Don’t settle for good-enough performance from your automations.

3. Refine

As much as possible, you should be launching your automations with a minimum viable email philosophy. That helps you launch more quickly and start generating value faster. However, that approach means there’s lots of room for improvement with your automations, such as:

  • Gaining access to real-time data to power the campaigns
  • Determining the ideal delay between the trigger event and sending of the message
  • Expanding the automation into a series of messages, and then determining the ideal cadence with each of those
  • Clarifying the prioritization of your automations and whether to suppress other campaigns before or after automations are triggered or scheduled to be sent

Learn how Oracle Infinity Behavioral Intelligence enables real-time interactions.

4. Improve Relevance

Building upon that refinement, brands can also take steps that specifically increase the relevance of automations on an individual level, such as:

  • Personalizing the content of your automations
  • Using send time optimization to find the best individual time for the arrival of messages in a series after the first
  • Segmenting and personalizing automations by persona, acquisition source, etc.

See how Oracle Unity Customer Data Platform creates an intelligent 360-degree view of the customer.

5. Reinvent

And lastly, when a program becomes quite sophisticated and isn’t launching new automation very often, that’s the time to look at your existing automations with fresh eyes and experiment with radical reinvention. How could your existing welcome program be reimagined, for example, given your current capabilities and customer knowledge? 

A Deeper Dive

For a full discussion of each of those tasks, plus related real-world examples from our work with our clients, watch this on-demand webinar.

We hope you enjoyed our “Creating & Maintaining Effective Automated Campaigns” webinar. Some of our other on-demand webinars include:

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Need help with your automated campaigns? Oracle Digital Experience Agency has hundreds of marketing and communication experts ready to help Oracle customers create stronger connections with their customers and employees, even if they’re not using an Oracle platform as the foundation of that experience. Our award-winning specialists can handle everything from creative and strategy to content planning and project management.

For help overcoming your challenges or seizing your opportunities, talk to your Oracle account manager, visit us online, or email us at OracleAgency_US@Oracle.com

 

Chad S. White

Head of Research, Oracle Digital Experience Agency

Chad S. White is the Head of Research at Oracle Digital Experience Agency and the author of four editions of Email Marketing Rules and nearly 4,000 posts about digital and email marketing. A former journalist, he’s been featured in more than 100 publications, including The New York Times, The Wall Street Journal, and Advertising Age. Chad was named the ANA's 2018 Email Marketer Thought Leader of the Year. Follow him on LinkedIn, Twitter, and Mastodon.

Ana Jablonski

Senior Strategist

Ana Jablonski is data-driven storyteller, with over fifteen years in the digital marketing space advising small startups to Fortune 50 companies. Her passion is guiding clients to true digital transformation through data-centric strategies and cross-channel solutions.

Nick Cantu

Creative Director for Creative Services, Oracle Digital Experience Agency

Nick Cantu is the Creative Director for Creative Services at Oracle Digital Experience Agency. He has over 14 years of creative consulting experience, with the past 9 years dedicated to data-driven email marketing. His approach focuses on the end-user, building relevant and engaging messages that drive results.


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