But how do we get started automating our email marketing?
Marketing automation improves productivity by 20% and can lead to significant increases in new member acquisition and engagement, if used appropriately. How? Because marketing automation eliminates repetitive tasks and enables you to focus on other parts of your membership organisation.
While your automation programs are getting the right message to the right prospective and existing members, you and your team can be creating new and exciting marketing campaigns.
What is email marketing automation?
Email marketing automation works in the same way. Rather than manually building every email campaign over and over again for every targeted segment of your membership base, automation takes one campaign template, the most relevant content and sends it to the right members at the right stage of their membership journey.
Automating your email marketing makes it easier to execute personalised and contextual campaigns with minimal effort. It eliminates time-consuming tasks like building member email lists and personalising content by pulling in your existing member data. When you integrate your marketing automation platform with your CRM, like we do for our membership clients with dotdigital and our MemEx platform, you will have even more data and insights to create relevant campaigns that deliver real results.
What are the benefits of automating your email marketing?
In addition to saving you from manual, repetitive tasks here are our top four benefits of automating your email marketing:
Engage New Members
An email automation program is an easy and effective way to make a good first impression with prospective or new members.
Boost Member Retention
Member retention is likely essential to the ongoing viability of your membership organisation. As well as costing 8x more to recruit a new member than retain an existing one, according to figures published by MemberWise, loyal members are far more likely to engage with you and attend any free or paid for activities that you offer. All membership organisations expect a certain member churn every year but keeping this to a minimum ensures you are continually delivering member value.
Drive More Conversions
In the context of a membership organisation we qualify conversion as both the process of:
Unlike traditional email campaigns, email automations are triggered when members complete a pre-set action. They are centred around your workflow – that is, the actions you want the member to take. It’s like a blueprint. Your email automation will deliver relevant messages and calls to action that will drive the member towards the preferred conversion outcome.
Abandoned event or training course registrations are perfect examples of automation programs that directly drive conversions. Landing in a member’s inbox, shortly after they leave your website, reminds them about what they left behind and encourages them to return to complete the action.
Similarly, abandoned browse programs target members who have left a high-intent page without completing the desired action. For example, this could be a registration page to download paid for content. Reaching out to a member at this point can help remove some of the blockages on the path to purchase.
Re-engage Lapsing Members
Marketing automation is a powerful tool that can target members at any stage of membership journey.
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