Email Marketing Automation

Few people can deny the power of automation. I have seen its magic with my very own eyes.


What is Email Marketing Automation?

Automatic email campaigns create triggers based on how the users act.

These triggers will alter the course of a content journey for each customer depending on timely, personalized, and relevant information unique to the reader.

When the user responds in a certain way they have expressed to you an interest via their engagement behaviour.

The automation campaign acknowledges this behaviour and will compound the positive interaction by providing more of the information they seek (assuming your automation campaigns are on point of course)!


My experience

I recently worked on a campaign for The Ashes. I wanted to get in touch with people who showed interest in this test cricket series played between England and Australia.

The client is a fantasy sports platform that’s always trying to come up with something innovative. We’ve been working with the client for some time now, and this time it was about cricket.

We started to create a campaign and our greatest desire was to inform people of the possibilities of playing every single day.

Prior to the launch, we brainstormed and created various emails with different designs and different ways of expressing our message.

It was a real delight when I noticed different ways that people started to respond to these emails.

I created eBooks, blogs and even different design for buttons to access them directly from our emails. It was a full marketing automation email campaign. The buzz around the office was palpable when we gained traction on the campaign.

This showed to me that e-mail marketing is one of the most effective marketing channels today.

Data Analysis

Let’s set the scene. Perhaps 50% of visitors to the site are not yet ready to buy and need more information before making a decision. You can either let them do their own research, or you can shape their research for them!

At the end of the summer of 2017, I made a report for a series of tutorial emails sent to all new subscribers. The aim was to find out if they had enough information and that they were properly on-boarded and satisfied.

After the analysis, I changed the design to see how people react to something new and more colourful.

The team focused on:

  • Changing texts
  • Using a common and easy to understand the language
  • Utilising many images and tips on how to use the platform
  • How to play on the platform.

After just a short period of analysis, we can spot areas within the automation that we could improve.

After the analysis, we improved the relevancy of the information people were looking?

This then allowed our client’s website to start converting more customers quicker.

How we do this?

Our team works hard on data verification of all automation campaign.

A big part of my job is to collect data on EVERY campaign and generate weekly reports.

As a team of specialists, we review each the campaigns and look for ways to improve each week. Did one email have a higher than normal click through? Why was this? Was it to do with timing? Maybe it had a better call to action? Maybe the content was more relevant that week?

All of this data helps our team assess the effectiveness of a campaign. Marketing is a constant feedback loop which allows you to constantly improve. Email marketing gives you that access and feedback on that customer in the most personal area of your contact – their inbox.

I believe in the power of innovation to constantly stimulate new value for customers. Technology advancement has made automation a necessity for growth and success, not a barrier.


Bianca, from WTM – Account director