Automation: The Practical Tool for Marketers

Reading Time: 3 Minutes Beyond

Here’s what your life looks like without email automation:

  • You send out your email campaign:
    • You notice you have three new subscribers
    • You send out a separate campaign to welcome your new subscribers
  • You notice someone has unsubscribed:
    • You send out a separate “hey why did you leave/come back” campaign
  • You notice 5 people haven’t completeld a conversion cycle you set up:
    • You send out a separate new campaign to push them along the sales funnel.
  • You notice some dead-end email subscribers:
    • You launch a separate campaign targeted at stragglers who aren’t engaging.

So while you dipped into your email marketing with just one task in mind, you ended up taking on three others, wasting about at least an extra hour or more on tasks that should have been automated.

Automation Lets You Be a Precision-Oriented Marketer

Automating makes sense. As a marketer who wears several hats, I know that if I have to detour my tasks to take on additional subtasks like the ones mentioned below — then I’m not going to be that great at each individual task let alone get through my list of action items. But if I thought about these needs ahead of time, I can invest the time, creativity and attention to detail it needs to perfect each automated campaign. This keeps me from being sloppy and making a mistake. And this keeps your subscriber far more engaged. Fact is, the average email open time is about 15-20 seconds. This means you’ve got that small window to rope someone in; and so what you send to be top notch — and not rushed in a flurry of email tasks.

This means that you can be on the go with other tasks while your email marketing is still happening on autopilot. In other words, think of automotion as the Tesla of email marketing. Your most effective engagement vehicle is on autopilot while you can tend to other matters.

Automation Lets You Focus on Your “Real” Job

The idea behind automation as a practical business solution is this: it keeps your hands free so you can keep a pulse on customers and leads. So while you’re able to stay attuned to your clients and develop new business, your automated marketing campaigns are:

Sending out personalized email campaigns that mimic direct engagement without you actually needing to directly engage. Something as simple as saying someone’s name creates an emotional connection that is a tenet of rapport building. In fact, a personalized subject line increases click open rates by 22%. You might be asking why you’d want a personalized subject line when the email is personalized. The answer is this: you want to get the subscriber to even click open the email first. To do that, rely on direct connections through emotional ties like a person’s name. To further the cause, personalized email push click-through rates by 14% and conversion rates by 10%.

It’s About More Than Email Marketing. It’s About You.

That’s really the takeaway with automation: not only does it make your job easier and help you be more successful in other areas by freeing up your time, but it also maximizes results. Lead generation alone sees over a 450% increase when marketing campaigns are personalized. And of course, you could do that yourself. You could painstakingly send out each email and be on top of every movement within the campaign cycle across however many users you have. But we’re sure you’d like to actually get away from your desk once in awhile or enjoy lunch with your colleagues.

Automation is bigger than giving you your life back. Email marketing automation gives order and process by framing email marketing within a systemic framework. Consider that 64% of chief marketing officers have no process to manage their marketing automation, which keeps them forever in a ‘management’ loop juggling all these different tasks versus really steering the ship as a director of marketing. So not only is automation about making your job easier and doing your job better — it’s ultimately about leveling up. Your email marketing game levels up, and in turn you get room to level up professionally.

Are you ready for a smarter way to engage with your customers?

Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.

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