Most email marketers have enough going on with their daily campaign responsibilities that they rarely have time to review or make enhancements to the smaller elements of email. However, automated messaging, those pesky, system-generated confirmations or auto responders that your IT group probably controls, deserve their own email audit.
I will look at several simple ways to properly evaluate and optimize them in order to improve response rates, delivery and overall marketing messaging.
First, these are the types of emails that fall into the automated messaging bucket:
So, you may be thinking these emails are all non-marketing, boring types of messages that have nothing to do with email marketing campaigns. Au contraire.
Let's move toward what features and best practices should be included in these underrated emails. They can pack more power than you might suspect if you give them the right strategic attention.
Though system-generated emails often fall to the bottom of a marketer's to-do list, they can have an enormous impact on both response rates and user loyalty. You will also notice that they are in line with many general email best practices, but often the automated messages violate most of the efforts that leading-edge email marketers work so hard for.
G. Simms Jenkins is founder and principal of BrightWave Marketing, an Atlanta-based email marketing and customer relationship services firm. Read full bio.
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