Are Autoresponders Killing Email Marketing?

Two events in the same week have triggered an email unsubscribe flurry on my behalf. First, a change in my spam provider is permitting more unwanted emails than usual to leak through. And second, a conversation with a long-time colleague and regular reader of my blog, where she wondered if marketing automation software is being abused to a point where we’re drowning

Two events in the same week have triggered an email unsubscribe flurry on my behalf. First, a change in my spam provider is permitting more unwanted emails than usual to leak through. And second, a conversation with a long-time colleague and regular reader of my blog, where she wondered if marketing automation software is being abused to a point where we’re drowning in email and ignoring it more than before.

A smart strategy used by many direct marketers is the invitation to opt-in for emails. Often there is a carrot dangled in front of prospects to opt-in, such as a few dollars off an order, a free report, the promise of being the first to be informed, or because they’ve made a purchase transaction. Of course, legit direct marketers always assure privacy and provide a link in their emails to unsubscribe.

As an outcome of this strategy, marketing automation software companies report impressive stats about autoresponder welcome email performance:

  • The average open rate for welcome emails is a whopping 50 percent, making them significantly more effective than email newsletters.
  • Welcome messages typically have four times the open rate and five times the clickthrough rate of other bulk mailings.
  • Subscribers who receive a welcome email show more long-term engagement with a brand.

What these stats don’t reveal is the long-term effect after time of high frequency marketing automation software autoresponder emails.

Of course, opens, clicks and unsubscribe rates are good early warnings if you’re emailing too much. If your unsubscribe rate is 0.5 percent, according to various email deployment firms, you’re performance is great. Even 1 percent is good. Some email providers suggest industry unsubscribe norms are acceptable at 2 percent.

But I wonder how many of us have given up on the step to unsubscribe and simply delete. Is there a tipping point where enough is enough?

One day last week I made an inquiry for a direct mail list from the automated website of a mailing list organization. I gave them my email (a fair trade for quickly accessing counts). Obviously, the organization’s automated system knew I had run some counts. I didn’t order that day, but suggested to a client that they place an order. An hour later, an autoresponder asked if I needed help with my unfulfilled order.

Smart, I thought.

But then the next day, another autoresponder email arrived. While a bit annoyed with seeing still another email not even a full 24 hours later after I didn’t purchase, they presented me an offer of 15 percent off my order.

Smarter, I thought.

Until I realized that, had I ordered the day before, I would have paid full price (and would never have known because no doubt the marketing automation software would have placed me in a totally different sequence of follow-up messages). Such is a marketers’ challenge with autoresponders. Annoy me by sending them repeatedly, or too soon; surprise me with a 15 percent discount, but tick me off when I realize I could have paid more than needed had I ordered on the spot. Oh, and embarrass me when I contact the client to say “hold off on ordering!” And we wonder why shopping carts go abandoned. Marketers have trained people not to order on the spot because, if we wait, there may be a better deal.

Poor email content, little purpose and too high frequency of emails isn’t the fault of marketing automation software. It’s the fault of the marketers who are abusing a program that regularly, and systematically, automates the email marketing contact cycle.

What do you think? Too many email autoresponders? Poor email content and reason to email? Or are marketers sending email at what seems to be a reasonable pace?

Monitoring clicks, opens and unsubscribes reveals the true answer to these questions. But sometimes one wonders if the relatively inexpensive cost of email marketing is encouraging some marketers to abuse sending email, and that they’re not paying attention to their email marketing metrics.