Using automation systems can significantly improve the deliverability of email marketing messages, an industry expert has suggested.

According to Luc Vezina, head of marketing service Campaigner, automation systems give growing businesses an opportunity to “send the right message to the right person, at the right time”, thereby increasing the likelihood of recipients opening emails.

Writing on Adotas, Mr Vezina pointed out that automation programmes give companies the chance to embrace mass customisation and take advantage of business data.

He added that the systems also allow businesses to improve the customer experience of their brand by sending relevant messages to clients and other potentially interested leads.

“Email automation builds on personalisation – addressing emails directly to recipients by name – which allows marketers to go beyond one-to-many broadcast emails to establish one-to-one relationships with customers and prospects,” Mr Vezina commented.

“By combining the technology of email automation with mass customisation, marketers can quickly design and automatically deliver campaigns with customised messages based on recipients’ preferences.”

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Related Topics: Email Marketing