What is Marketing Automation
Marketing automation involves the use of software to schedule the release of some marketing content. It allows you to deliver content to your audiences without manually releasing it each time.
For example, each time you have a new subscriber, you might want to welcome them or thank them for joining you. Instead of designing and composing an email each time, you can create an email template and set up an automation to send the email automatically.
Basic marketing automation is a great way to keep customers engaged or impressed by your attentiveness. By composing automated replies to enquiries, you can reassure your potential customers that you’ve received their enquire as well as do things like ask follow-up questions or set time-frame expectation for when you’ll respond to them.
Statistics have shown that businesses that have a welcome email have a 30% lower unsubscriber rate over the first 12 months of new subscribers compared to business that don’t, making this simple strategy extremely important for subscriber retention.
How we do Marketing Automation
Using a range of email marketing platforms, we’re able to set up rules based on particular actions by subscribers.
We can use simple triggers, such as joining a list, making a purchase or reaching a birthday or anniversary date to send people personalised messages. These small things can amount to a significant increase of loyalty as well as create great opportunities to engage with your customers outside of a sales environment.
On a more technical level, we’re able to trigger emails based on things like last order date, lifetime value or after interacting with certain pages on your website. These more technical automations are great for engaging subscribers at times they’re ready to purchase and give them the incentive they need to make an enquiry or complete an order.
We can also use marketing automation to trigger reorder emails, using time based rules to remind people when it’s time to upgrade or replenish their product. This is a great way to shorten a customer’s time between purchases and also help make the purchasing process as easy as possible for them.
Some examples of Marketing Automation
- Welcome emails
- Cart Abandon emails
- Enquiry responders
- Product repurchase emails
- Product replenishment emails
Platforms we use to implement Marketing Automation
- Campaign Monitor
- Salesforce Marketing Cloud
- Adobe Campaign