Automation technology can turbocharge e-mail response, provided your marketing organization is prepared to take advantage. Just take a look at Silverpop's impressive evidence of e-mail automation's impact on opens and clicks. According to Silverpop's annual e-mail marketing metrics benchmark study, automated messages achieved an open rate nearly 15% higher and a click-through rate nearly 79% higher than their manual counterparts last year. The study examined messages sent by more than 3,000 brands across industries and geographies in 2013. Response metrics like those recently inspired Ellen Valentine at ClickZ to urge expanded use of automation -- as long as the groundwork for success has been laid with marketing vision, skills and data. "If you don't have great data on your customers and prospects, you become much more limited in how you'll be able to deploy automation technology," warns Valentine. "Consider every way your customers interact with you -- whether it's on the Web, on a social channel, on a mobile app, or within an e-mail -- and how you can capture and integrate these behaviors into your marketing efforts." If the data tasks seem overwhelming to internal teams, she suggests calling in a third party to help augment databases and speed integration -- and that could include the data professionals at AccuList USA, of course. For the complete article, see.http://www.clickz.com/clickz/column/2355480/survey-says-automated-emails-outperform-manual-counterparts
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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