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Marketing automation software helps to automate repetitive marketing tasks and processes, to create more personalized and efficient customer engagement. To make the most out of your tools, we've hand-picked inspiring use cases for your marketing automation strategies.
Did you know that B2C businesses using marketing automation have seen a 50% increase in conversion rates? It all starts with putting customer insights at the core as your compass to build successful marketing automation strategies and smooth customer experiences.
Achieving this requires three essentials: reliable customer insights, mastering your marketing automation tools, and knowing how to wield them effectively with analytics.
No matter how user-friendly your platform is, achieving full automation can be complex. To guide you, here are some effective steps to build your marketing automation strategies and example Mapp Marketing Cloud use cases to inspire you!
SIX STEPS TO CREATE A MARKETING AUTOMATION STRATEGY
Define Goals, Objectives & Target Audience: Design your campaigns around what you're trying to achieve, e.g. lead generation, customer acquisition, reducing cart abandonment. Use customer insights to segment the right audience for each campaign.
Customer Journey Mapping: Before assembling your marketing automation strategies, use your insights and our free customer journey map to nail down every touchpoint, analyze how customers navigate around your brand, and plan how to weave them together for a seamless experience.
Selecting Automation Software: Choose software that aligns with your goals, whether for partial or full automation. Ensure it offers or integrates with essential components like customer insights, AI, and analytics and can handle the heavy lifting for you.
Create Your Personalized Communications: Use customer insights to craft personalized messages across channels like website pop-ups, banners, emails, SMS, and push notifications that resonate with your audience. Depending on your software, these can be automated too.
Build Your Marketing Automation Workflows: Use insights to time your messages perfectly, delivering them on the right channel when your customers are most receptive for a personalized experience.
Analyze and Optimize: Use analytics to track customer behavior across journeys, identify opportunities, and predict their next moves. This data-driven approach helps refine your marketing automation strategies and extend the success of your campaigns over time.
THREE ESSENTIAL TYPES OF MARKETING AUTOMATION
EVENT-BASED MARKETING AUTOMATION
Event-based marketing automation strategies triggers actions based on particular user behaviors or events. These triggers could include actions like a customer making a purchase, abandoning a shopping cart, or signing up for a newsletter. The automation responds to these events in real-time, ensuring timely and relevant interactions with your audience.
1. SET UP AN ABONDONED CART CAMPAIGN
Objective: Send a reminder message to users who add a product to their shopping cart but do not complete the purchase within 3 days.
Example of abandoned cart campaign
2. ASSIGNING CUSTOMER LOYALTY LEVELS AND AUTOMATE FOLLOW UP EMAILS
Objective: Assign a loyalty level (e.g. Platinum, Gold, Silver, Bronze) to your contacts based on the value of their first order, and send them a follow-up email.
Example of event-based loyalty use case
SCHEDULED MARKETING AUTOMATION
Scheduled marketing automation strategies involve sending messages or executing campaigns at pre-determined times. This type of automation is often used for regular communications, such as weekly newsletters. The key feature is that the timing of these messages is set in advance, ensuring consistency and timeliness in your communications.
1. SALE ANNOUNCEMENT AND VIP REMINDER EMAILS
Objective: Automate a sale announcement followed by a last-minute reminder to your VIP customers, using a scheduled workflow to manage time-sensitive campaigns with multiple sendouts.
Example of sales announcement and reminder emails for VIP customers.
2. REACTIVATION CAMPAIGN TO RE-IGNITE YOUR SPARK
Objective: Run a reactivation campaign to reduce customer churn when response rates drop due to inactivity.
Example of a re-engagement campaign automation
RECURRING MARKETING AUTOMATION
Recurring marketing automation strategies involves setting up campaigns that repeat at regular intervals. These can be personalized messages sent to customers based on recurring dates or patterns, such as birthdays, anniversaries, or subscription renewals. The focus is on maintaining ongoing engagement with customers through consistent and repetitive touchpoints.
1. BIRTHDAY EMAIL SENDOUT
Objective: Celebrate customer birthdays by offering a special discount.
2. REGULAR NEWSLETTER SENDOUT
Objective: Keep your audience engaged with a consistent weekly or monthly newsletter.
3. COUPONS USAGE BASED ON CONVERSION PROBABILITY
Objective: Reduce unnecessary costs while increasing performance by offering personalized incentives based on user segments, including conversion probability, purchase history, and product interests.
Watch it in action with Mapp’s AI Assistant
WINNING STRATEGIES COMBINE ANALYTICS, AUTOMATION, & AI
Mapp Marketing Cloud combines analytics, automation, and AI to give your marketing automation strategies unmatched power, by turning data into actionable insights. We don’t just automate tasks; we help you to create personalized, timely interactions that resonate with your audience.
This helps you create a successful marketing automation strategy. You’ll master how to respond directly to the behavior of your contacts, update profile data, and build/adjust your workflows for a comprehensive communication strategy. On top of this, you’ll easily identify opportunities and anomalies, to react swiftly and optimize your campaigns in real-time with effective automation.
This article was first published by Mapp. Permission to use has been granted by the publisher.
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