2. Personalisation Generates The Most Revenue
Customers enjoy a personalised experience as it ensures that they see information, content and products that are totally relevant the them. We all know this to be true, yet email seems to be lagging behind when it comes to personalisation through automation.
This is set to change in 2018, where it is predicted that automated emails will be used more often in order to generate more revenue.
Currently 5% of email is automated, yet it accounts for most of all email revenue. Automated emails are more likely to result in purchases, and as this becomes more evident, we will begin to spend more time and resources in perfecting the automated algorithms.
Those who use automated email the most successfully are more likely to A/B test their automated emails at least once a year, showing the importance of honing and adapting the automations rather than adopting a ‘set it and forget it’ mindset.
2018 is a great year to implement automated email, as it comes at the same time as more sophisticated multi-channel integration (as well as better communication and data sharing between departments and partners).
All of the collated data will result in more successful personalisation, automation and revenue. Chad White, Research Director at Litmus and Author of Email Marketing Rules, notes that,
“If your email program isn’t generating at least 25% of its revenue from automated emails, it’s time to implement some changes. If you’re already generating most of your email revenue from automated emails–don’t let up! Everyone’s about to be hot on your heels.”