Why you shouldn’t be afraid of Marketing Automation…

Why you shouldn’t be afraid of Marketing Automation…

A few months ago, I gave you a quick introduction on how to start with marketing automation in Kentico. I’d like to share few ideas on what to do next and show you why you shouldn’t be afraid of Marketing Automation. As explained in my previous blog post we need to start simple and then build our process. Trust me, you’ll learn easily and love it!

Welcome emails

Welcome emails are an essential tool and great way to start off your marketing automation. They are not officially called “welcome emails” but I like to call them that, as they are your first contact with a new potential customer.

In my previous blog post I showed you how to send a follow-up email with requested download. That is a great example of a welcome email. If you don’t have a download you can send an email with something along the lines of “Thank you for your registration” or “Welcome to our community”.

To make things more interesting you can add “wait for a day” and then send another email with more info. This would be a welcome email with a nurturing process. In the Kentico example site “Dancing Goat” you can see this marketing automation setup after the newsletter subscription.

Recommended processes:

General
Example: Welcome to our site / Thank you for your registration / Thank you for signing up to our newsletter

Download
Example: Your download is ready / Free download is ready

Nurturing emails
Example: 3-day tutorial / additional information sent over a period of a few days

Personalized emails

Personalization is an extremely emotional and therefore important aspect of marketing. I still remember when I ordered by Amazon Kindle – when I turned it on for first time, it displayed a greeting message with my name. A small gesture, but it does leave a big impact.

In one of my blog posts I have talked about Contact groups or contact segmentation, this could be a great starting point to personalize emails. You can identify your customer’s interests from form data, products they buy, pages they visited, opened emails, or clicked links. You can use this data when you want to contact them next and add a flavor of personalization.

Recommended processes:

Property based
Example:  They like blue, send them an email with a blue background

Target groups
Example:  They fit into the criteria of parents with small kids, send an email with further customer recommendations for them

Product group
Example: They often buy from a product category, send an email with content focused on that product category

Ecommerce

If you are running an online store every sale counts. And if a user visits your online shop but doesn’t buy you are losing money. In this case I would recommend a simple marketing automation process.

There can be a lot of reasons why someone doesn’t shop: price, complicated payment process, wrong product, not right description, or they are not sure if it is the right product. We need to find out what went wrong. This can be done with simple “Need help” email or feedback form “What went wrong”. At the end, we can send a discount coupon if the first steps didn’t work out.

Recommended processes:

Abandoned shopping cart
Example: Do you need help with your purchase?

Feedback form
Example: After few days, if the customer doesn’t respond to the “Need help” email we can ask him to fill out the feedback from

Discount
Example: If we got feedback that our price is too high, or our previous emails were ignored, we can send a discount coupon. Kentico has a great example on how to setup Discount Coupons on their blog.

One process to rule them all

All these basic examples can be combined into an amazing marketing automation process.

After a new customer, has registered, you can add them to a contact group. Then you can send them a welcome personalized email, nurture them and few days later send them a discount coupon. That would be an awesome sales process, for you and your customers!

And now?

I’ve shown you some basic examples on how to use marketing automation. I hope this demonstrates how powerful this tool is and why you’ll learn to love it. It can automate many of your marketing processes and drive your sales, leaving your customers happy. My recommendation is to start small, and build more complex processes when you are confident. Just have in mind that this is a living thing and it always needs optimization and improvement.

Further reading
http://devnet.kentico.com/articles/10-real-life-examples-of-marketing-automation
http://devnet.kentico.com/articles/marketing-automation-with-discount-coupons
http://wearegrow.com/5-examples-of-great-marketing-automation/
https://www.emarsys.com/en/resources/blog/11-best-examples-of-b2c-marketing-automation/