Pros and cons of automated drip email marketing campaigns
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Automated email marketing drip campaigns can be very effective when well planned and carefully crafted to ensure the right people get the right messages at the right time.
Do you respect all of these rights?
In other words, there are a lot of things that can go wrong with email marketing automation. Hence, it is important to understand the pros and cons before diving in.
What are automated drip email marketing campaigns?
Automated drip email marketing campaigns are set up in email marketing software that is automatically sent based on certain trigger events. Triggers are mostly behavior based, such as:
- Click (or not click) a link in an email campaign
- Open (or not open) an email message
- Fill an online shopping cart but leave it without buying it
- Subscribe to a company’s email marketing list
- Downloading an eBook or other giveaway
- Register for a webinar
- And more
Triggers can also be date-based, e.g.
- Anniversary of the anniversary of someone subscribing to a company’s email marketing list
- Anniversary of a customer’s first purchase
- Subscriber’s birthday
- Before a webinar or event (e.g. one week before, one day before, one hour before)
- And more
When someone on your email list has the trigger behavior or the date-based trigger hits, they will automatically send you an email message (or series of messages) that you have written and set up in advance.
Benefits of automated drip email marketing campaigns
Automated email marketing can help you in a number of ways, such as: B. Save time, regain potential lost sales, seize opportunities, cultivate relationships, improve brand relationships and improve the customer experience.
Let’s take a closer look at some of the key benefits of automated drip campaigns.
Save time later
When you set up an automated email drip campaign, messages will be sent automatically based on the criteria you set with no manual intervention from you in the future. That means you set it up once and you’re done.
Keeps your brand up to date with no effort later
Email marketing is a long-term marketing strategy. To be successful, you need to nurture leads through the marketing funnel and make sure your brand is the one people think of when they’re ready to buy. Drip campaigns are an efficient way to keep an eye on your brand.
Helps you take advantage of opportunities in good time
Automation allows you to reclaim lost revenue (such as abandoned shopping carts). It also helps you seize opportunities (e.g. someone who opened your discount email campaign but didn’t click the link in it to get the offer).
For example, imagine you’ve sent an email campaign to your list with a discount offer. After 48 hours, many people opened the message but still didn’t click the link in it to take advantage of the discount. You could have set up a drip campaign in advance that would automatically have sent a second message to the people reminding them to take advantage of the discount before it expires.
Cons of automated drip email marketing campaigns
How Does Email Marketing Automation Sound? Make sure you understand the drawbacks associated with automation before you begin.
Some of the most important things to consider are presented below.
Significant upfront investment
Any automated email marketing campaign must be strategic and properly set up for it to work properly. This can take a long time, depending on how sophisticated your campaign is and how skilled you are in configuring email marketing automation processes.
One size doesn’t fit all
What you say in your automated email marketing messages requires some planning as the same message may not work for everyone who displays certain behavior that triggers an automated campaign. Irrelevant messages could motivate people to mark your messages as spam and you don’t want this to happen as it could affect your email deliverability in the future!
People don’t like being followed
Nobody likes being followed online, and this is especially true if they haven’t chosen to receive email messages from you. Getting messages from a company that you didn’t ask about is one thing, but getting messages from a company based on your behavior is another thing. For a lot of people, this type of follow-up is creepy, and you don’t want people to think your business is creepy. Be careful what you automate.
Ongoing maintenance is required
When you think of automation, you probably think that you have something set up once and never have to think about it again. Unfortunately, this is not always the case. With email drip campaigns, you need to continuously monitor your triggers, lists, and processes to make sure nothing breaks and everything is working as it should.
Automation rarely works perfectly
Set each team member’s expectations in advance – email marketing automation rarely works perfectly. You can practically guarantee that someone will receive an automated message that they shouldn’t have received. At best, they’ll be easily annoyed. In the worst case scenario, they’ll publicly complain, mark your message as spam, never buy from you again, and damage your brand reputation. Again, it is incredibly important that you fully strategically plan and monitor your automated campaign processes, as well as the content you send in your automated messages.
Important information about automated drip email marketing campaigns
Email automation can be an important part of your email marketing plan. However, you need to have a solid strategy in place and make sure everything is set up as perfectly as possible for it to work well. One fake email message can destroy a customer relationship, and very quickly people are jumping onto social media and checking websites to discuss their complaints about companies sending them email marketing messages they don’t want. What’s equally bad is that they are quick to click the spam button, which can affect your future email deliverability. You don’t want this to happen!
Finally, consider who you are communicating with before setting up automated email marketing campaigns. For example, while it is legal to send email to people who have not subscribed to your email marketing list, tracking them and sending automated email marketing messages to them is never a good idea . Do you remember the creepy thing discussed above?
Think about it like this. Email Automation For Your Email Marketing List With Warm Lead And Opt In? Yes. Email Automation For A Cold Lead Email Marketing List? No.