As a business owner, you’ve probably heard of the term “marketing automation”.
But at the end of the day… you have no clue what this term means. I’m not blaming you, it’s cool.
What is marketing automation (and its importance)?
Here’s a simple and description definition from Marketo:
“Marketing automation is a category of software that streamlines, automates, and measures marketing tasks and workflows so that companies like yours can increase operational efficiency and grow revenue faster.”
Got some idea?
Marketing and sales are very important processes to build a relationship with prospects and making 1:1 connection.
When your business starts growing you have to do some other important task and you can’t give your time for tasks like emailing new subscriber, nurture new leads, manage your social media, and social media posting. These tasks are stressful and time-consuming.
That’s where marketing automation comes in!
Marketing automation will make it easy to make your marketing and message more personalized and targeted to make communication stronger. It will help you to achieve your business goals faster.
Let’s take an example to understand how an automated workflow looks like:
- You send an email to your targeted contacts to download a guide.
- Some people of your contact list downloaded your guide, you send them a thank you message.
- After 2-3 days (or a week) you send a relevant case study or product demo to people who downloaded the guide (it shows they have an interest in that topic).
- If someone shows interest in your case study, you can forward this lead to your sales team so they can follow up with her.
Now, think like a customer or a prospect. If you get personalized, tailored and relevant messages from a company. It will make you trust that particular company. And always remember people buy from people they trust.
Are you wondering why automation should need your attention?
Because it produces amazing results.
Here are some numbers on marketing automation:
91% of the most successful users say marketing automation is “very important” to the overall success of their marketing programs.” (Marketo)
Automated email messages have 70.5% higher open rates and 152% higher click-through rates than marketing messages. (Campaign Monitor)
The majority of users think Marketing Automation is worth the price. 10% finds it inexpensive, 47% fairly priced, 22% pricey but worth it and 11% too expensive. (Email Monday)
Marketers say that the biggest benefits of Automation are Saving time (74%) and Increased customer engagement (68%). (Adestra)
Impressive numbers. Aren’t these?
But here is one more:
Research shows that as a result, many marketing automation investments fail.
If you want results, you have to do it right. How?
In this article, you’ll find 5 proven tactics for conducting a marketing automation campaign and get results.
5 tactics for conducting marketing automation campaign
1. Collect the right and relevant data of customers
If you want quality automated campaigns which deliver results, you need to focus on customer’s data.
By collecting relevant data, you can add personal touches to your campaigns and make these more relevant.
How can you collect subscriber’s and customer’s data?
Make sure your lead capturing forms ask sufficient data which help you to understand the customer’s journey.
Fields like first and last name, gender, geographic location, birthdays, job profile, industry and more will allow you to send personalized messages.
See Hubspot’s lead capturing form:
You receive an email which contains your first name in subject line and email body. How do you feel?
Or it’s your birthday, and you receive a “happy birthday” email (with a special offer) from a company just before 3-4 days. How do you feel?
I bet you really feel special and happy!
As Dale Carnegie said, “Remember that a person’s name is to that person the sweetest and most important sound in any language”
2. Send welcome email series
Welcome emails have 320% more revenue per email than other promotional emails.
You send a welcome email to your new subscriber. It’s good, but you’re not done yet.
You need a welcome email series. When you meet someone you can’t understand them in a first meeting. It takes some time to understand each other, build trust and close relationship.
Same goes here. You should give them chance to understand you. Here’s an email which I got from Sprout Social:
3. Segment your email list
You have collected subscriber’s information. What next?
If want to make your message relevant, use your subscriber’s data and segment your contact list. Show your customers you value them and their inbox.
See Tamara Gielen, Email Marketing Consultant sharing his thoughts here:
“My top strategy would be to invest in mapping out the entire customer journey and identify the main touch points where you can trigger an email based on a subscriber’s action or inaction.”
Here are some ways to segment your email list:
- Segment list based on age, location, gender, industry etc.
- Track how they behave, it will give you an idea what they want.
- Ask subscribers to connect their social media accounts to their profile. You’ll get information about their interests.
- Pay attention to their search activity.
- Track their transaction history.
- Contacts who abandoned the cart.
4. Automate your social media
Social media is a boon for marketer and businesses. It allows you to connect with your audience and make a real conversation with them.
But social media marketing tasks like updating profile, manage accounts, responding to followers/customers, posting and sharing content and more – it’s a time-consuming process.
The good news?
Automation is here to help you.
5. Send messages to delight your existing customers
Your existing customers are your greatest assets. It’s your responsibility to take care of your potential customers.
Your happy customers are the best promoter of your business. Delight your customers by making your content timely, relevant and valuable.
Automation will help you to track their interests, behaviour, and purchase history. And you can send them special email series based on this data.
See this email which I got from BookMyShow:
And after 4 days, I got one follow up email with subject line: “Your INR 150* discount is waiting for you!”
It’s crucial to follow up on your email campaign. Jacqueline Biggs from Shopify thinks that if you want to grow your online business with email marketing “A series of three emails is proven to be the most effective, one sent immediately, another 24 hours later and another one week later. Test and trial the timing and messaging for your niche.”
Automation is very helpful to deliver the right content at the right time to the right people. It will help you to build a strong relationship with your audience and generate revenue for you.
Do you use marketing automation? Please share your thoughts here.