Email Automation Can Maximize Holiday Season Revenue December 14, 2018, | Posted by Samantha

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Email marketing is undeniably “in” this season; it is one of the best ways to reach out to customers and communicate about valuable offers you have for bargain shoppers. But surprisingly, many marketers don’t put automation tools to use as readily as they might to make the biggest difference. Automation can take the drudgery out of maintaining multiple campaigns. Site Impact knows that tools make a huge difference in the ease with which brands and marketers alike can make email work for them, and today we’re going to discuss how automation can improve holiday shopping season revenue overall.

Some campaigns work better for automation than others

There are some types of email that quite simply take to automation better than other types; and fortunately, those email types are ones that do a great deal of heavy lifting when it comes to generating revenue. Welcome emails are incredibly automation friendly and the numbers show clearly that they generate a great deal of new business. According to  a report from Omnisend, the average percentage of welcome email openings is 45 percent, which is much higher than the average open rate of 18 percent for promotional emails.

Abandoned cart emails also present a great opportunity, and they certainly work well with automation. Where otherwise, customers might forget their almost-purchase completely,  a well-crafted automatic email can not only remind them to pull the trigger, but also increase their spend.

How to put automation to use this holiday season

There are several automation tools available for use for brands and marketers, but the biggest thing to ensure is that you use the tools the right way. The basic premise of automated email is that you choose the frequency and pacing of your emails, and set up the program accordingly. For holiday shopping, we would recommend no more than daily--while it can be tempting to  email more often, you run the risk of alienating your customers.

From there, select the types of emails you want to automate. While welcome and cart abandon emails are no-brainers, there are other types that also work well for automation. Now that we’re in the thick of holiday season, consider automating reminder emails for particular events and time-limited offers. Postseason emails are also good candidates for automation--and now is a good time to get on top of them, before the need arises.

How to get the most value from automation

Email automation makes things easier, but that alone isn’t the best reason to make use of it this holiday season. The biggest reason is that it can increase your revenues above what non-automated email would do. Timeliness is a major factor in email success, and automation allows you to be the master of timing. Automating your emails allows you to send them at the most relevant instants, capitalizing on opportunities for spend.

Automation is a great tool for lessening the amount of drudgery you have to engage in, and studies show that it also increases revenues. If you’re new to automation, working with an experienced email marketing agency can make all the difference. Contact Site Impact to discover how we make automation easy.