Recently MarketingSherpa, a research firm specialising in tracking all aspects of marketing, conducted a study which addressed the effectiveness of automated emails, which have evolved beyond the simple auto responder ‘welcome’ and ‘thank you’ messages, to create a series of correspondences that are both thorough and organic in appearance. So, they asked its users: What type of automated, event-triggered, lifecycle email messages does your organization deploy? Please check all that apply.
Other commonly sent automated emails were, order confirmations and receipts. However, post-purchase follow-up sends, such as satisfaction surveys, were deployed by just 25% of respondents, indicating a potentially costly gap in some marketers’ email programs.
Though, surveyed marketers did not seem to re-engage, as 15% indicated their organizations sent win-back emails, and just 9% sent shopping cart abandonment reminders.
Further information about email marketing can be found in the 2013 Email Marketing Benchmark Report, here.