The Email Marketing Automation Imperative

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    Written by David Daniels and Nicholas Einstein Email Marketing, Executive Survey, Email Marketing, Everychannel Marketing, Triggered Mailings, Segmentation, Data Capabilities, Targeting, Artificial Intelligence, Real-Time Data

    About: Published on 3/27/18, The Relevancy Group analyzes the utilization of automation in email marketing. This research covers the adoption of basic email triggering but we focus on how automation can leverage real-time data to deliver relevant experiences. Individuals desire personalized communications and we investigate how automation can be utilized to create efficiencies and deliver higher revenue.

    Key Questions:

    How are marketers embracing email automation?
    How does email automation transcend triggered mailings in 2018?
    What role does real-time data have in automation and does such an approach make a difference?

    Report Excerpt:
    Automation Transcends Triggered Messages as More Email Marketers Turn to Site Targeting
    Email Automation is more than simply triggering an email based on a customer behavior or system action. Many ESPs have advanced to deliver solutions that leverage real-time data to personalize the customer experience at the individual level (see “The Relevancy Ring - ESP Buyer's Guide 2018, Enterprise Edition”). Given these solution enhancements, marketers must think about email automation more broadly. Data indicates that they are. When asked about their top email marketing tactics, targeting email subscribers with online advertising was No. 2 on their list (Figure 3). Nearly a quarter of email marketers stated they are leveraging website behavior for targeting.

    The Research: 7 pages, 4 graphics, 1,726 words. Part of our Research Subscriber Series, Subscribe and Save | TRGSS0718

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