Marketing Research Chart: Automated emails sent by organizations

Mar 12, 2013

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Marketing Research Chart: Automated emails sent by organizations

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SUMMARY: In this week’s chart, we learn about the types of automated emails being sent by organizations. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

Today’s email automation tools have made it possible to go beyond simple autoresponder "welcome" and "thank you" messages, to create a series of correspondences that are both thorough and organic in appearance. So, we asked marketers …

Q: What type of automated, event-triggered, lifecycle email messages does your organization deploy? Please check all that apply.

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When we asked about the types of automated, event-triggered, lifecycle emails being sent by their organizations, we found the two most-common results were the aforementioned "welcome" (50%) and "thank you" (48%) sends.

Also commonly selected was automated transactional sends, such as order confirmations and receipts, selected by 40% of surveyed marketers. However, post-purchase follow-up sends, such as satisfaction surveys, were deployed by just 25% of respondents, indicating a potentially costly gap in some marketers’ email programs.

Our surveyed marketers did not appear to commonly re-engage, as 15% indicated their organizations sent win-back emails, and just 9% sent shopping cart abandonment reminders.

Points to Consider

Do you feel there are gaps in your email outreach to prospects and/or customers? How do you feel these lapses in communication have affected your overall conversions? Do you have plans to improve customer email interaction in the future? What types of emails do you plan to add or enhance within your current email marketing campaigns?

For more information about email marketing, download the free excerpt from the 2013 Email Marketing Benchmark Report. And, be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

Useful links related to this research

Personal vs. Robotic: How to turn automated email into personal experiences that drive new and repeat sales

Remarketing Emails: How JetBlue's automated triggers get 1,640% more revenue-per-email than promotional emails

Automatic for the People: The pros and cons of triggered emails

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Comments about this Chart

Mar 12, 2013 - Richard Hill of Quarry Integrated Communications says:
Most marketers use automated triggered emails to strengthen relationships with early-stage buyers (i.e. for ‘lead nurturing’). However, one of the most underappreciated opportunities is to use them to strengthen relationships with current (and recently lost) customers. Advocate social referral, win/loss, contract renewal reminder, product education/training, customer service issue management, low product usage alert, upsell/cross sell, net promoter score group allocation, win-back campaigns… all of these ‘customer nurturing’ programs represent great ways for modern marketers to rebalance their approach, and use triggered emails (and marketing automation tools) to more consistently to support the whole buying journey, not just the start of it.

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