As a marketer, you had likely put your email marketing on autopilot before leaving for your vacation to ring in 2020. So once you come back and start chalking out strategies for 2020, tap into the insights your automation tool has in store.
Apart from triggering emails based on your predefinitions, today's automation tools depict the complete buying journey of your contacts. If analyzed closely, these reports help you understand the tastes and preferences of your contact.
Zoho Campaigns, for example, lets you build automation-based email journeys that are specific to your needs.
By comparing the number of contacts who've entered the workflow versus who've completed their journey, you get an idea of what clicked and what didn't. You can also check if the holiday season has influenced mobile shopping. If yes, your future campaigns should be more mobile-friendly.
The other advantage of these workflows is that they depict a contact's journey from start to finish.
In the above-shown picture, you may see how a particular contact has entered and met the end goal of the workflow. This feature is called workflow trace-path and it also tells you when did one cross each stage of the workflow. Even the simplest of metrics like total time in workflow plays a big role in understanding how active a contact is.
So, before even getting your thinking caps on for 2020, spend some time to study your automation reports. For, catering to the exact needs of your contacts is the key to success.
Hope this helped! Stay tuned to this space as we’ll be talking about the email marketing trends for 2020, next week.