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BizReport : Email Marketing : March 23, 2012

Email automation low despite positive effect on ROI

The latest "Email Census" from Adestra, the largest UK survey of email marketers, reveals that, despite being a "no brainer" in terms of ROI, the use of automated email triggers for abandoned shopping baskets is low.

by Helen Leggatt

adestra logo.jpgCompanies that use automatically triggered emails for abandoned shopping baskets say that it is the best form of automation, bar none. Yet, according to the findings of Adestra's latest "Email Census 2012", just 13% use them.

Brands that don't use automated email are losing out on ROI, says Adestra.

"Those brands that use email to re-engage those who have fallen out of the sales funnel are significantly more likely to report higher levels of ROI," says the email marketing firm. "Contrastingly, those who have none of these automation techniques implemented are much more likely to rate email as being poor for generating ROI."

The strong correlation between ROI and use of email triggers is, says Linus Gregoriadis, Research Director at Econsultancy, a "no-brainer".

When asked which triggers prompted emails several options were given ranging from welcome programmes to date notifications, such as birthdays. Disappointingly, over a third (37%) said that none of the options presented applied to their business. Responses were as follows:

Welcome programmes - 31%
Response to sign-up/site visit - 28%
Reactivating lapsed customers - 23%
Timed content across sales cycle - 18%
Selling complementary products - 15%
Upsell - 14%
Abandoned basket - 13%
Content downloaded - 12%
Click-through but no purchase - 10%
Content viewed on-site - 10%
Subscription renewal programmes - 10%
Date notifications (birthdays) - 9%
None of the above - 37%

Henry Hyder-Smith, Managing Director, Adestra, is optimistic that brands will soon catch on to automated triggers saying they "appear to largely be an untapped area - one that is simple to implement and delivers significant return. This year will see email automation grow as brands seeking their next opportunity for improvement will jump on-board."

Tags: automated email, brand marketing, email marketing, email triggers, online shopping, ROI

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