The key to growth is scaling up your marketing. The challenge is pulling it off with limited resources.
Marketing automation reduces the need for manual processes, which saves time that can be used for other aspects of your business. Devoting valuable time to sending emails and SMS messaging means you taking it away from other marketing activities like nurturing leads.
That’s why 68% of businesses rely on marketing automation, according to Hubspot. Marketing automation solutions like Remarkety’s allows even smaller retailers to capitalize on data, segmentation, and key triggers in their marketing communication.
That enables them to both economically and efficiently deploy advanced marketing strategies that increase loyalty, sales, and revenue. Implementing marketing automation leads to the following five benefits.
1. Personalization at scale
Personalized marketing is delivering the right message to drive conversions for each customer. Achieving that requires deep knowledge of customers, their needs, interests, tastes, and motivations.
There are two avenues to personalized communication. One is a one-to-one basis that delivers individualized messages crafted for each customer, something that is impossible at scale. The other is segmentation, which works efficiently at scale with automated marketing.
Segmentation makes it possible to deliver relevant and personalized messaging to your customers at scale. Marketing automation will do the work for you of discovering which customer belongs in which segment and sending out the communication accordingly.
2. Pulling together customer data
Marketing automation enables you to target customer segments through different channels, which carries two major benefits: it allows you to reach them in their preferred channel, and it merges data on behavior across email, text, social media, and your website.
Data on customers collected include past purchases and buying behavior to inform what products would be of interest and what incentives prove motivating. It all translates into getting a more comprehensive picture of your customer, which will lead to more precise segmentation, a more personalized user experience, enhanced loyalty, and more conversions.
3. Connect with your customers effortlessly
Effective automated email campaigns guide your customer towards a defined goal or action. That doesn’t mean that each one leads directly to a sale. Some may be sent with the goal of strengthening your relationship with the customer.
Why bother reaching out just to show you care? Not doing so can cost you customers. Estimates of what prompts customers to leave find that 68% leave due to “perceived indifference” on the part of the business.
Manually sending out emails and texts to foster that customer connection would take a lot of work. But setting up rules for automated messaging makes it happen without draining your most valuable resource of all: time.
4. Timing it right
Timing is everything, and even getting the right message to the right person will backfire if the timing is off — like sending a message about a sale on an item of interest after they’ve purchased it. That’s where the ability of intelligent automation makes all the difference.
Once you have set in your email templates, you can set up rules for behavior-triggered emails that will send out messages in response to particular behaviors shown by your customers. These tailor your messaging based on the individual behavior.
That means you can effectively reach out to your new customers with welcome messages, your inactive ones with incentive offers, the ones who abandoned their carts with reminders to check out, and the ones who placed orders with appropriate follow-ups.
The personalized quality of such emails makes them more likely to be opened than standard ones. Plus the data integrates automatically so that the information on customer communication and response gets fed back into the system to update what makes the particular customer convert.
5. Retention, cross-selling and upselling
While businesses are so focused on the goal of making a sale, they have to bear in mind that the larger goal is to bring the customer back. Text and email messages to follow up on the order keep your customer in the loop about processing, and a follow up afterward can lead to additional sales.
Here are some examples:
- Thanks for your order with a confirmation.
- Update on order’s shipping and arrival.
- Request for a review of a question on if the order met expectations.
- Time for a refill? This is the perfect opportunity to gain another order for something that gets used up like food items, cleaners or cosmetics.
- We thought these may be of interest. Using customer data that showed that people who had ordered what this customer bought also ordered these other items.
Remarkety can help you set up your automated email strategy that will help you convert more customers and retain the ones you have to achieve the most value for your business.