I'm researching the interest in email marketing automation and whether it is something that email marketers use as part of their email marketing strategy.
For the avoidance of doubt, or for those who don't know, by email marketing automation, I am referring to the ability to perform tasks such as lead scoring, tagging and segmenting (moving between lists) as subscribers take action such as clicking links, opening emails or even "non email" activities such as visiting certain webpages (for example, product 'thank you' pages) or buying products on platforms such as JVZoo or ClickBank.
The premise is that by using email marketing automation, subscribers can be better targeted, leading to greater lifetime value of those subscribers through higher conversions leading to more opportunities to upsell and cross-sell to the same subscribers.
Or is "email marketing automation" just the latest "shiny object" and traditional email marketing, send and hope, as I call it, is still where it's at for the majority of today's email marketers?
And if you don't use email marketing automation, why is this?
Would you use it if tools were available?
Is it perceived as too expensive?
Is it too complicated?
Is the effort just not worthwhile?
...or something else?
I'll be very interested in any responses and, of course, I'm happy to help by answering questions on it or other aspects of email marketing if I can.