Marketing Automation – Why You Should Be Using It…
On average automated emails get far higher open rates, produce increase in click-through rates, and generate a whopping 300% more revenue than standard promotional emails. But how do you get to this 300% increase you ask?
We answer – Use effective automation!
Marketing automation is a powerful tool to engage customers, and marketing teams and consultants are taking notice. Effective marketing automation brings rules, data, and engaging content together to generate a more targeted, timely, and relevant message to subscribers and customers. The result of marketing automation is a better customer experience, which develops stronger relationships and hits the end goal of driving revenues up.
At the moment roughly half of companies are utilising some type of marketing automation; however, understanding the benefits of automation, doesn’t necessarily mean it’s being used productively or intuitively. It appears that a quarter of marketing professionals who trialed automation found systems too complex to be used effectively. That’s a lot of teams still struggling to make automation work efficiently, we are here to tell you, it really is worth persevering to find a system that works for you, it will save time and money and generate increased revenues.
There are differing types of automation however the most effective is always a cross brand joined up approach, therefore we would always recommend using multi (sometimes called omni-channel) marketing automation. Simply put this refers to marketing automation that spreads across multiple channels, including social media, apps, emails etc. Automation ensures that the right content is delivered at the right time to the right people on the right platform. It allows you to be responsive and agile in the way it responds to your audience’s needs. Additionally, it can help with sales, nurturing customers through sales, and support cycles.
It’s proven by big business that marketing automation works; you should put it to work for your business. Some of the world’s leading companies are using email marketing and automation we’ve detailed some of the best uses for atomisation, and how you can use it to the best advantage for your business. Once the marketing automation is set up you choose the data you want; set triggers to establish when messages are dispatched, create effective content that will engage subscribers. Job done!
There are lots of marketing automation software options available, many with free trials and it is worth trialling more than one to find the perfect fit for your business.
Marketing automation software is the technology, apps, or services that allow you to set the three main components of marketing automation to do the hard work. This marketing automation tool allows you to gather user data, set rules and create content that will allow you to take your prospect/customer on a personalised journey with your brand by creating relevant and timely content for them.
You can opt to use a standalone marketing automation tool, depending on the results you want, or you can integrate many tools and CRM systems to create a more robust and effective marketing system which includes social media, app messages and emails.
The basic principle of automation software is that it should help you interact with all your prospects and customers as individuals based on the data that you hold about them, their shopping preferences, social media habits etc. Interacting with all your potential leads with this level of attention is something you can’t achieve manually; however hard you try. It is this individualised approach that gives marketing automation an edge that results in that 300% revenue boost for those who use it to its fullest potential.
One of the most common issues that marketeers and business owners, especially in small businesses have with automation is that marketing automation will cause their brand to lose its ‘human’ voice. In reality it is actually the opposite that is true, as marketing automation helps enhance your human touch by allowing you treat each of your customers as an individual and hit their personal milestones in their customer journey.
These are some of our personal favourite automation techniques, purposes and messages.
Website or content updates
Many big businesses and media producers rely on sending daily emails and publishing to social media to update subscribers with what’s new on their site that day, this is targeted to your preferences and previous interests in their articles or programmes. The BBC, Financial Times and BuzzFeed all send updates to their social media, mobile apps and email inboxes to keep their subscribers engaged. Often these big publishers also publish a weekly ‘highlight’ update too, showing what has created the most engagement that week. This is all automated by tracking clicks on articles and engagement from social media.
On a smaller scale sending updates from your businesses blog updating social media and subscribers that there is a new post or product will immediately inform your potential buyers that you have new content that they will want to engage with.
Welcome automation email
When someone joins your list, you can use a welcome email automation to give them a more in-depth introduction to your brand. Welcome emails on average have high open and click-through rate, this is due to the fact these emails are sent at a time when a subscriber is really interested in what your business has to offer.
In these types of emails, you would typically see, a new subscriber discount and offers specially selected for newcomers. Alternatively, you could provide a list of products that people commonly purchase initially from you and a discount or multi-buy offer is likely to be effective.
VIP and loyalty offers
When someone is a brand advocate, shops frequently and is faithful to your brand, or reaches a certain spending threshold on your products or services, you can then offer an extended level of customer loyalty discount. These offers can be automated so that, when someone reaches a certain spend amount or amount of purchases, they receive the appropriate discounts and offers.
For example, if a customer spends more than £100 in one transaction or shops with you on a monthly basis you can automatically move them into a VIP segment where they’ll receive better offers, discounts and promotions.
Systems like Shopify and WooCommerce will allow you to flag these shoppers and provide integration to marketing automation software. You can then leverage this powerful customer data to create targeted, timely email marketing campaigns to enhance the ongoing customer relationship.
Many businesses use marketing automation to send reminders, this serves a multitude of purchases from reminding the subscriber about services you offer but also things that they may well need. From nudging customers to update their software, service their car or even update a phone contract.
For example, if you sell mobile devices on cellular contracts you would know when your customers contracts are due to expire. Therefore, you would send an automated email reminder which would detail the best offers currently available for them to upgrade with you.
Marketing automation is something that all businesses should consider; the aim is always to successfully leverage customer data in a way that provides the best and most personal experience possible. At the heart of successful marketing is (and has always been) being as knowledgeable as possible about your customers and subscribers before selling to them. Knowledge is power (and profit!), and the more information you have about prospects, the more successful your marketing message will be.
At drop_ we offer a range of data driven marketing services, from fully managing your marketing to formulating email or media marketing campaigns for you to implement. Contact us for more information.