Driving Marketing Automation
Marketing automation is the use of software and technology to automate repetitive marketing tasks, such as email marketing, ad campaigns, lead generation, and tracking. This technology has become a crucial component of successful marketing strategies for 80% of marketers, according to the Lenskold Group. It’s the secret sauce behind most successful companies helping to increase efficiency and effectiveness while reducing costs.
Â
Marketing automation is worth exploring especially when you must contend against your competitors.
Â
Building a data-driven platform has been on the rise as a D2C marketing model. Collecting zero-party data can be used to create more personalised experiences, with a better understanding of their customers. Building this strategy can be formulated with marketing automation. The different components will vary depending on the business and how much traffic/data they have.
Â
This, combined with a robust marketing strategy, can help you stand out against competitors and drive organic, sustainable growth.
Key pillars to effective Marketing Automation
Cross-channel approach
With customer-triggered events, businesses can continue the conversation and keep their customers engaged, delivering hand-picked content without the work of manual curation. By leveraging this approach, businesses can meet their customers wherever and whenever, tailoring the customer experience to their specific needs and interests.
Â
Â
‘Always on revenue’ mentality
By leveraging marketing automation to deliver an omnichannel experience, businesses can drive organic, sustainable growth, and deliver more value for their customers. With the ability to keep in sync and inform the customer, businesses can create a customer-centric automation model that delivers a seamless experience across all channels.
Â
Â
Inform the customer, connect with the customer
By using rich behavioural data and built-in intelligence, businesses can identify and engage their customers/prospects, delivering a tailored customer experience that informs and connects. This approach helps businesses to build brand evangelists and cement customer loyalty through hyper-personalised, data-driven content.
Â
Â
Get started with PAASE to automate your marketing efforts.
Marketing Automation benefits
- Timesaving
- Suitable for any sized business
- Efficiency
- Organisation
- Professionalism
- Functionality
- Scalable
- Revenue driver
- Boosts the value of CRM
- Decrease costs vs manual operations
- Automations will allow a business to focus on other strategies of the business
- Almost all marketing automation software programs include integrations with social networks.
- Improves end-user experience
Â
Understanding Marketing Automation
Welcome new customers
A well-designed welcome email is a great way to introduce your brand to new customers and start building a relationship. Your welcome email should provide an overview of your brand, explain what customers can expect from your business, and offer a special discount or incentive to encourage them to make a purchase.
Abandonment series
Abandoned cart emails can be highly effective in driving sales by reminding customers of items left in their shopping cart and encouraging them to complete the purchase. You can set up automated abandonment emails to be sent after a certain time period has passed, or you can use customer behaviour data to trigger the emails based on specific actions or events.
Â
Engage in conversation to drive sales
Personalised, targeted email campaigns can help build stronger relationships with customers and drive sales. By leveraging customer data and behaviour, you can send targeted offers, recommendations, and other content that is tailored to the individual customer’s interests and needs.
Automated dynamic content
Implement dynamic content into emails to boost conversion rate: including customer reviews and testimonials in your emails can be a powerful way to build trust and credibility with your audience. You can use dynamic content to automatically pull in reviews from your website or social media accounts, and display them in your emails based on the customer’s behaviour and interests.
Transactional information
Transactional emails, such as order confirmations, shipping notifications, and receipt emails, are a great way to keep customers informed and engaged. You can use marketing automation to automatically send these emails based on specific actions, such as a customer making a purchase.
Win-back automation
Automated email campaigns can help keep customers engaged and coming back for more. You can set up automated emails to be sent based on customer behaviour, such as purchase history, website activity, or other key data points.
Risk of Marketing Automation
Need for specialised knowledge and skills to set up and manage the automation
Risk of over-automating
Loss of personal touch
High-upfront cost
Building your Marketing Automation with PAASE
Our experts create and deploy marketing automation strategies that maximise performance in Klaviyo, Bloomreach & Mapp. We collaborate closely with you to gain a deep understanding of your goals for each channel, how they align with your broader business objectives, and then provide tailored recommendations on the most effective tactics for achieving those objectives
.
Get in touch to unlock the full potential of your ecommerce business with our data-driven, results-oriented approach.
