How are your email marketing automation efforts scoring?

Thanks to the rise of analytics dashboards, email marketing automation is easier to measure after the fact.

However, what if you want to measure your email marketing automation efforts from the bottom up? How do you know if you are using the most effective techniques to capture leads and encourage conversions? You can read a hundred articles online to find out, or you can use the handy dashboard of the Email Marketing & Marketing Automation Excellence 2017 report below:

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Source: 2017 Email Marketing and Marketing Automation Excellence Report

Breaking Down the Email Marketing Automation Dashboard

From left to right, columns two through six indicate a maturation of a company’s email marketing and marketing automation techniques. While upgrading to “Optimized” might not be necessary for your small business, going as far as necessary will surely increase the results of your email marketing efforts.

pray and spray

Every small business has to start somewhere and the red column is the most busy at the start. This is the “dip your toes” stage of email marketing, the time when you make your first foray into using the channel, and the period when you probably learn the most about the tools, actions and basic techniques that you will develop. in the last columns.

Targeted emailing

Most small businesses move to the yellow column when they start to realize the value of email list segmentation. Once you start segmenting your list, you can incorporate different models, multiple campaigns, and test different value-added offers/benefits to see what works best with each segment.

Start to automate

The yellow column adds a lot of complexity to your email marketing efforts. That’s why many small businesses are starting to look for ways to automate the process when they move into the blue column. This can get quite powerful because email marketing automation lets you set up triggers to automatically:

  • Send targeted emails for purposes such as abandoned cart recovery;
  • Vary the content sent in each email based on list member-specific factors; and
  • Customize the value-added offer/benefit at the subscriber level.

Start to integrate

Some of the activity in the purple column is focused on continuing the email marketing automation process, including reactivating former subscribers as well as automating the journey through their lifetime as customer.

Much of the rest of the purple column activities focus on integration. Integrated marketing allows you to increase the effectiveness of your efforts by linking multiple channels, like social media and offline approaches, into a single campaign.

Finally, the purple column features A/B testing, an automated methodology used to discover the most effective email design and/or content to drive results. A/B testing tests one thing at a time so that only one factor is different between the emails your subscribers receive.

Built-in lifecycle targeting

The green column is the ultimate form of email marketing automation. Here, your small business has automated everything it can, integrated it as tightly as possible across all channels, and constantly monitors customer interactions for opportunities.

The green column also marks a milestone in your email marketing tests. Multivariate testing is similar to A/B testing, except you test more than one variable at a time. For example, you can test variances in design and content at the same time to see which version of your emails is most effective.

At the height

While it might seem like the goal here is for every small business to reach the green column, nothing could be further from the truth.

The blue column is where many small businesses stop, and rightly so, on their email marketing automation journey. Getting to the last two columns is big business and frankly the smaller the business the less likely it is needed. Using your precious time to move forward just isn’t worth it if the return isn’t worth the effort.

That said, if you have a large following or want to try and see if it’s worth moving forward, there can be a lot of value in moving forward.

Email the photo via Shutterstock

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