By Spencer Woollaston – Junior Marketing Automation Consultant at Ceterna

We get it. You have sales targets to meet. You have stakeholders to impress and the returns, at least in the short-run, do show. But, please, don’t send that extra ad hoc email.

Of course, the optimum number of emails you should send in a week or month is industry-specific. But, you know in your gut when you’re sending too much. It’s when the open rates start to go down. The unsubscribe rates go up. Some customers may even be going out their way to tell you ‘this is too much’.

It’s time to give your customers some breathing space, and stop your marketing executives and content creators developing carpal tunnel syndrome.

Before you panic, this does not mean abandoning marketing emails all together!

This is about getting smart with automated drip campaigns.

Drip campaigns, built with products like Salesforce Pardot’s Engagement Studio, are powerful tools that allow you to send your customers on tailored and unique email marketing pathways, based on their behaviour and profile criteria.

Personalised Journeys

According to a recent study, 60% of marketers say personalisation is a key strategy for improving the quality of leads.* Not only that, a massive 72% of consumers say they will only engage with personalised marketing messages.*

It’s clear that in both B2B and B2C settings, personalisation is paramount.

Luckily, doing it has never been easier. Thanks to next-generation drip programmes like Engagement Studio, you can now go beyond personalised emails and ‘Hello {{Recipient.FirstName}}’, to build entire personalised journeys your customers will love.

Why not send your customers down a pathway of emails relevant to their product(s) of interest? Get creative cross-selling and up-selling. Still not showing interest in your emails? Make the most of this information and send them down another pathway that’ll work better for them.

Fine-Tuned for Maximum Success

Once your automated drip campaigns are up and running, fine-tuning them ensures maximum return on investment. As a Platinum Salesforce Partner, we can help you build your Engagement Studio programmes, but the real return comes by staying agile and listening to what your drip campaigns are telling you; it just so happens, Engagement Studio tells you a lot.

Let go of your ‘Spray-and-Pray’ ad hoc email strategy and embrace the numbers. Check when updates were made to your drip campaigns and match them with peaks and troughs in your success metrics. Dive deeper and see KPIs for each email in your pathway. Enjoy a full visualisation of where you’re capturing (and losing) your customers. You then have the freedom to adjust and improve everything from send-times to send-lists, subject lines to whole emails.

Step Back and Reap the Rewards

Does fine-tuning your drip campaigns sound like a lot of work? It might require some attention at first, but don’t be fooled. The end-goal is to free-up more time for marketers.

Ad hoc emails are not being replaced, but wouldn’t it be great if you were less reliant on them? Wouldn’t it be great if you had automated drip campaigns, personalised for your customers, fine-tuned for maximum success, and all running in the background?

Engagement Studio is one of many products Salesforce Pardot has to offer. Get in touch with a member of our team today and find out how we can help implement Pardot for your business.