When assessing the hottest trends in marketing in the last year, automation definitely makes my top three. And there’s good reason the marketing community has gone gaga over automation: it works. Driving tangle results for businesses small and large, automation is making a dent in our workloads and our bottoms lines.
In fact, automation increases revenue. B2C marketers who send automated emails see conversion rates as high as 50 percent (eMarketer). Case in point? Emma customer, MAPCO. As one of the largest company-operated convenience store chains in the United States, MAPCO Express operates 373 convenience stores in eight states. To prolong the lifecycle of an average customer, they launched a MY Rewards program. Then, armed with a massive email list, MAPCO and Emma worked together to create and implement an automated series of emails to support the program.
The automation effort results speak for themselves: Total MY Rewards customer redemption rate increased from 45.9 percent to 61.2 percent. Total engaged members have increased 30 percent. But the sales footprint is most significant: Fuel total gallons have increased 26 percent, and merchandise sales have increased 16 percent as a result of Total Rewards – and by extension, email automation.
Over the past 12 months, our industry has officially been wooed by the power of automation. And because we’re marketers and like to measure things, that means there are now a ton of great statistics available to quantify why more and more marketers are getting in the automation game. For example, Automation reaches people at the right time when they’re ready to open and click. Automated emails get 119 percent higher click rates than broadcast emails (Epsilon).
Can’t get enough email automation data? See the infographic below and here for 14 more stats to help you get a head start on your own automation efforts in 2015.