How to Boost Open & Conversion Rate by Marketing Automation

Chapter 1: Introduction｜Why Open Rate and Conversion Rate Are Key Metrics for Automation Effectiveness

Email marketing, as one of the most ROI-driven digital marketing methods, has long been widely used for lead nurturing and customer engagement. However, as customer communication channels diversify, mass email blasts are no longer enough to capture the attention of target audiences. This makes “open rate” and “conversion rate” the two core KPIs for evaluating email marketing performance.

With marketing automation, businesses can segment audiences based on user behavior, deliver dynamic content at the right time, and provide personalized recommendations—greatly improving relevance and willingness to open emails.

This article will cover:

• Key strategies and practices to boost open rates with marketing automation
• How to design automated journeys that increase conversions
• Performance data and feedback before and after real-world adoption
• Industry-specific applications and advanced techniques

📌 This article is ideal for marketing managers, brand owners, and SMEs who want to quickly grasp the true value of marketing automation through practical insights.

Chapter 2: How Marketing Automation Improves Open Rates: Key Strategies & Examples

Open rate indicates whether customers are “interested enough to open your email,” making it the first gate to campaign success. Marketing automation improves open rates through the following strategies:

1. Automated Send-Time Optimization

The best open times vary by industry and audience. Marketing automation platforms can automatically determine the optimal delivery time for each recipient based on past behavior. For example:

• Weekday lunch breaks or evenings work better for office workers
• Weekend mornings are often more effective for B2C e-commerce promotions

2. Personalized Subject Lines & Senders

• Insert dynamic elements such as recipient’s name, location, or interests in subject lines
• Use a recognizable brand representative or familiar persona as the sender to increase trust and friendliness

3. Precision Segmentation & Journey Triggers

• Create dynamic segments based on browsing, clicks, and engagement history
• Avoid “blast to all,” instead target truly interested audiences

4. Predictive Content Adjustments & A/B Testing

• Automation tools can run subject line, timing, and layout A/B tests, automatically continuing with the best-performing versions

Performance Comparison (Taiwan EdTech Brand)

📌 Sustained improvement in open rates doesn’t come from one-off creative ideas, but from a long-term combination of data-driven strategies and technical execution.

Chapter 3: Designing Automated Journeys to Increase Conversion Rates

Conversion rate reflects whether customers take the desired action—such as completing a purchase, filling out a form, or registering for an event—and is the ultimate KPI for measuring marketing ROI.

Marketing automation not only raises open rates, but also uses “behavior-driven content logic” to deliver the right messages tailored to each prospect’s needs and stage in the journey, guiding them toward conversion goals.

Performance Case (B2B SaaS Provider)

Chapter 4: Brand Case Study｜From Engagement to Conversion

The following is a case study of a well-known lifestyle brand (operating in a D2C model), whose marketing team significantly improved EDM performance by implementing marketing automation.

Case Background

• Industry: Home goods and fragrance brand, targeting women aged 25–45
• Initial Challenge: High EDM deliverability but low open and conversion rates, with an average open rate of only 15% and monthly conversion rate below 2%
• Tools Implemented: Adobe Journey Optimizer + CRM Integration

Automated Journey Design Framework

1. Lead Entry Design: Customers browsing specific product pages are automatically added to the marketing list
2. Automated Journey Node Setup:
   • Email 1: Brand introduction & popular product recommendations (sent after 2 hours)
   • Email 2: User reviews & FAQs (+2 days)
   • Email 3: Exclusive 10% discount code, limited-time use (+3 days)
   • If clicked but not converted, enter a follow-up reminder journey

Performance Review (45 Days After Implementation)

Key Success Factors

• Breaking content into phased deliveries to reduce information overload
• Dynamic recommendations and behavior-tracking logic ensure messages are “right time, right audience”
• A/B testing to identify the best subject lines and CTA phrases, further improving open motivation and click intent

Chapter 5: Five Practical Tips & Recommendations｜Quickly Boost Open & Conversion Rates

Based on the previous analysis and real-world case validation, here are five proven techniques to help businesses quickly strengthen marketing automation workflows and optimize EDM performance.

Chapter 6: Conclusion｜The Value of Marketing Automation Lies in Precision & Continuous Optimization

From open rates to conversion rates, from a single EDM to a complete journey logic, the value of marketing automation is not in “sending faster” but in “interacting smarter and achieving better results.”

The case studies and practical strategies shared in this article demonstrate:

• Open rate improvements come from a combination of personalized subject lines, behavioral segmentation, and optimized send timing;
• Conversion rate increases result from content logic design, behavior-triggered mechanisms, and precise CTA planning;
• Long-term performance optimization comes from cross-department collaboration, data feedback, and continuous iteration of standard workflows.

Whether for SMEs or established brands, starting from a single journey allows gradual expansion into a marketing automation model that reflects the brand’s unique style.

Chapter 7: References & Further Reading

1. Official Platforms & Learning Resources

• Adobe Journey Optimizer: https://experienceleague.adobe.com/docs/journey-optimizer.html
• Salesforce Marketing Cloud: https://www.salesforce.com/products/marketing-cloud/
• Klaviyo Marketing Automation Platform: https://www.klaviyo.com/
• HubSpot Email Automation: https://knowledge.hubspot.com/email

2. Industry Research & Statistics

• Litmus “State of Email Marketing” Report: https://www.litmus.com/resources/state-of-email/
• Campaign Monitor Email Open & Click-Through Rate Report: https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
• Statista – Global Email Open Rates by Industry: https://www.statista.com/statistics/1270192/email-open-rates-by-industry/

3. Further Reading Articles

• “What is Marketing Automation? Master Core Concepts in 5 Minutes”
• “Top 10 Marketing Automation Tools for 2025”
• “How to Choose a Marketing Automation Platform? 5 Key Selection Metrics & Process Every Company Must Know”
• “Marketing Automation vs CRM: Integration Methods & Practical Application”
• Adobe Journey Optimizer (AJO) Product Overview
• Marketo Product Overview
• HCL Unica Product Overview