Cook Up Email Marketing Automation With These 6 Recipes  

4 December 2018:

Brands earn $38 for every $1 they invest in email marketing programs, according to Email Marketing ROI: The Factors That Lead to Better Returns, a research report published by Litmus.

In other words, brands generate a 3,800% ROI on email marketing. Yet, emfluence’s Email Marketing 2018 Benchmarks Report shares that organizations are slow to adopt email marketing automation – only 2% of emails sent by B2B organizations and 3% for B2C organizations are automated.

Jessica Best references these statistics in her Content Marketing World presentation, Email Marketing Automation at Every Level.

She goes further with the results from emfluence’s research, noting, “Automated emails drive 60% higher open rates and 200% higher click-through rates than your batched or business-usual emails.” Email marketing automation, Jessica says, can “bring that ship of people to your great content, with the goal of them spending time with you, getting to know you better, and maybe moving down that funnel.”

Despite repeated proclamations about the demise of email, it continues to serve as the foundation for customer acquisition, communications, and support.

Consider online ordering for an e-commerce brand as Jessica shares in the graphic below. Email is the center – to communicate the purchase confirmation and shipping status, and subsequently to solicit product feedback, promote related products, or provide special offers and coupons.

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Source: Content Marketing Institute

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