When to do marketing automation? You can automate SOME marketing actions to guide you through the sales funnel. So when you have a well-defined customer journey map, studied at the table, with all the steps defined and confirmed. In this case, tools like Mailchimp allow you to automate operations.
Marketing automation optimizes activities to maximize results. Faced with a boundless database (tens or hundreds of thousands) of contacts, you cannot manually activate sending a message suitable for every need. Standard procedures are automated and can be replicated without human contribution. Are we obsolete? I do not believe it.
Or rather, we must know how to do different things. Like understanding when to do marketing automation and using the artificial intelligence of software to obtain results in terms of web marketing.
Such as, for example, user loyalty or lead nurturing. Not to forget the sales, the actual conversions. So, what are the opportune moments to use marketing automation?
The Topic Of This Post
- 1 When you want to retain contacts
- 2 The reminder can be important
- 3 Abandoned cart: it’s time
- 4 Recommendation, cross and up-selling
- 5 Even after sales becomes decisive
- 6 When to do marketing automation?
When you want to retain contacts
Marketing automation is perfect when you want to create an excellent opportunity to clarify to those who gave their contact to your list that you have not forgotten. And that you are always there at the correct times. For example, when a user turns his birthday: the birthday is perfect for sending an automatic email with greetings. Maybe a slight discount, otherwise what special occasion is it?
Something similar happens when your lead generation business works and people sign up for the list. What can you do? Simple program sending a welcome email to thank and suggest the first actions, such as downloading a free resource. Don’t start selling right away: you are using automation to build loyalty and make yourself known at this stage.
The reminder can be significant.
When to do marketing automation? After sending an email, some contacts do not open the email. Perhaps they have forgotten, and therefore, it may be helpful to send a reminder, i.e., a message to make sure there is genuine interest in that communication.
Are you not even responding to this signal? Perhaps you can start cleaning up the list by removing inactive accounts of no value to your internet communication.
The reminder can be important for businesses with an annual activation plan with a deadline. If you do not want to lose the customer, sending emails to remind managers that the deadline is approaching is helpful. Then you need to reactivate the service. This can be defined with an interval of 60, 30, 15, and 7 days but is just an example.
Abandoned cart: it’s time
Is there a customer who has shopped but hasn’t gone through the checkout, still wandering around your online store with a full shopping cart? Maybe it’s time to use marketing automation to send recall emails: this way, you increase the number of conversions, decrease abandoned carts and bring home customers who were (probably) lost.
Recommendation, cross, and up-selling
A marketing automation expert can help you do this: send specific automated messages to suggest products to people to buy. How many times have you received from Amazon (ok, I know it’s a top player, but the example fits) with all the products you exactly need? They are the ones you have shown interest in. And that perhaps fall within the activity of:
- Cross-selling.
- Upselling.
That is to say, anything that can be combined with what you have already purchased or higher-end services. If you know your target well, it’s easy to understand when to do marketing automation.
Even after sales becomes decisive.
After receiving a request to sell a product or service, what do you do? Your video course has been snapped up, and eCommerce works, but what do customers get?
You can think of programming a thank you email, a message that kindly thanks the customer for choosing your brand. Plus, you can think of a small benefit. Such as, for example, a discount coupon or access to a support section of the website to solve doubts and problems. Remember the spirit of inbound marketing; you have to sell and delight the user.
Also, you can activate a fundamental automation operation for your online reputation at this stage: asking for reviews. After the purchase, marketing automation allows you to program messages to ask for an evaluation. So you can send the user to a platform like Trustpilot, which will enable you to leave opinions and testimonials.
When to do marketing automation?
When you can speed up operations without losing in terms of customization, automation in web marketing is a fantastic resource when you have created a funnel based on lead nurturing and advancement of the insurance policy number content sent, the actions carried out, and the responses. But that’s not always the right solution. Do you agree on this point?