What is the marketing automation?
Marketing automation represents all the tools and techniques that make it possible to automate certain tasks according to predefined scenarios. Among these tasks, we can find the automation of SMS or mailing campaigns. The main objective is to improve the productivity of marketing teams. In fact, they will thus be able to process large volumes of contact.
Why set up a marketing automation strategy?
The automation of certain marketing tasks will save time for marketing teams.
The campaigns will be personalised for each customer with adapted messages by email, SMS, or even via social networks.
The marketing automation solution will also be able to report the KPIs of the different messages (opening rate, click rate, etc.).
Thus marketing automation makes it possible to optimise lead generation and conversion funnels.
How to set up a marketing automation strategy?
Marketing automation solutions offer tracking tools. Visitors/Leads are tracked to obtain a score that will allow teams to measure the prospect’s level of engagement (cold, lukewarm or hot). This score will allow the company to segment the target and thus implement different marketing actions adapted to the progress of the prospects.
Marketing automation allows you to set up scenarios also known as workflow. Each scenario begins with an entry point, this element corresponds to the triggering condition of the scenario (for example, adding a product to the basket). Each workflow provides different possibilities depending on the behavior of the prospect. These scenarios are called “Workflow branches”.
What can we do in marketing automation?
Marketing automation can be used for many tasks and in many ways. Here are some examples of scenarios that can trigger marketing automation.
- A birthday. If the company has the customers’ dates of birth (thanks to the loyalty card for example), it can offer promotions for this occasion. This allows the company to improve its long-term relationship with customers and generate sales with little investment.
- A new customer / visitor / user. The welcome email to a new registrant is a very good way to establish good relationships with users. It reinforces the company’s sales proposition and gives an idea of what the company offers in terms of customer relations. It also allows the company to present its activities/products to the customer.
- Shopping basket abandonment. Marketing automation can make it possible to schedule a reminder email in the event of consumers abandoning their shopping cart by providing them with additional information on the products or services offered by the company (delivery time, return conditions, etc.). offer products more suited to their needs).
In reality, depending on your target and the information you collect on customer journeys and purchases, you can imagine all kinds of scenarios to help your customers complete their purchases and build loyalty.