Nowadays, it's so important to deliver a customized experience to scale that we must learn how to automate that to stay ahead of the competitors.
Marketing automation helps your team do what you hired them to — achieving business goals and moving the business forward.
What are the advantages of Marketing Automation?
When your salespeople and marketers no longer need to manage routine tasks, they can focus on issues more central to your company's success, like long-term strategic planning.
Turning automagically leads to buying customers – people warm up to businesses that respond to their actions and answer their questions quickly and efficiently. According to a study from Harvard Business Review, companies that respond to new leads within the first hour are 7X more likely to qualify for that lead. Marketing automation ensures this swift response, and that means more sales.
How does Marketing Automation help to increase customer retention?
Increasing revenue is the number one reason why about 80% of marketers use automation. This is also why B2B marketers who implement automation tools see an average increase of 20% in new sales opportunities.
It will help you retain existing customers because the cost of retaining existing customers is much lower than acquiring new customers of 5 times!
Marketing automation tools provide the data you need to resolve current customers’ concerns more effectively. These same tools will organize this data and make it easy for your customer service staff to access and use them, improving the quality of their services and enhancing loyalty and trust.
With the knowledge of which marketing strategies are effective and which are not performing well, your marketing team will be able to improve them, thereby driving more sales continuously.
Every business is different, but there are a lot of common patterns that can be useful triggered in every industry, such as:
- Send customers a coupon after they abandon the cart and haven't purchase
- Send an email for their anniversary with a coupon discount to celebrate the event
- Thank them with a discount code when they reach >=3 orders
3 Marketing Automation for use today
Here there's a set of automation which could help your business to put the first gear and test the automation on customer base clusters.
Send customers a First Order Coupon.
Incentive your potential customers who have left the email in the checkout phase or leads who haven't bought yet and encourage them to make the first step!
One of 6 of Cialdini's rules could help – scarcity, for example.
Happy Anniversary – Celebrate this important event with them!
It's not obvious that a customer stays 1 year with us, not clicking on the unsubscribe button for one of our emails too many.
Here the challenge is communicating the right discount or coupon based on their previous purchasing interests.
Thank the promising customers using a discount code when they reach > X orders
The X number is calculated on the customer base, referring to a medium/high-frequency rate. For example, if the highest frequency is 5 (it could probably be true only for a small niche), you should send it to the most elevated place strict near this one.