Email automation has finally gotten the recognition it deserves—from blogger Bob Warfield, who lists it among the top four analytics categories used by master marketers.
Now, maybe you’ve never heard of Bob Warfield. But he makes a good case in a post on EnterpriseIrregulars.
First, he defines email automation as “the ability to know which webpages your email reader has visited.” Then he argues this leads to “awesome personalization” and “helps you get the right information to your email readers, which is in everyone’s best interest.”
It’s no small thing for email automation to come in so high—it was up against technologies like deeper analytics, data embellishment, analytics for online apps and high-end A/B testing. The only categories to surpass it were ad-related, basic and heat-maps analytics.
For his own business sites—enterpriseirregulars and CNCCookbook—Warfield uses email automation, basic analytics, Heatmaps and Facebook Pixel (so he can run re-marketing adds on Facebook).
Why hasn’t he gone further? “I really haven’t felt a need to spend money on the other functions yet,” he says.
It’s funny he should mention money. A recent survey from Adestra and Econsultancy shows that automation capabilities now outrank cost as a factor for companies seeking an ESP.
“With an increased appetite for delivering relevant messages at scale and improving customer experience, automation has driven a move away from batch and blast email and put the customer at the center of communications,” Adestra CEO Henry Hyder-Smith writes in a post on Econsultancy.
Hyder-Smith describes these benefits:
Not ready for all that yet? Not to worry: Hyder-Smith reminds us that “no company implemented 100 triggers overnight.”