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 Marketing Consulting 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.
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:
To grow your automated program, you have to start by launching new triggered campaigns. These will be one of five types:
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:
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:
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:
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:
Need help with your automated campaigns? Oracle Marketing Consulting has more than 500 of the leading marketing minds ready to help you to achieve more with the leading marketing cloud, including Analytic & Strategic Services and Creative Services teams that can help you strategize, craft, and execute effective automated marketing campaigns.
Chad S. White is the Head of Research at Oracle Marketing Consulting 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 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 is the Creative Director for Creative Services at Oracle Marketing Consulting. 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.