Automation is not without controversy. However, most marketing departments are open to it because of its many benefits.
It can save time and make teams more productive by taking over tedious tasks.
A report by Invesp shows that businesses investing in marketing automation saw a 14.5% increase in sales and productivity, along with a 12% decrease in marketing overheads. Automation was credited with increasing the number of leads for 80% of these companies, and 77% saw an increase in conversion rates.
There are many ways marketing campaigns could be automated. Automating advertising planning and strategic decision-making can be very convenient. Your strategies will become more data-driven and optimized to context and relevance.
Your brand can automate your email marketing to deliver the experiences and messages they desire at the most appropriate times for purchasing decisions. How can marketers use automation to reap the most benefits?
Find out the real journey of your customers.
To create an email campaign that is truly customized and optimized, you must have a clear understanding of the buyer’s journey. Also, understand how content can help your customers move from one stage to another.
Automation can help significantly in this situation, especially since today’s customer journey has become more complex and convoluted than ever. The days of customers seeing an advertisement, contacting a salesperson, and making a decision are gone. B2B buyers interact with three to five pieces on average before reaching out to salespeople for further information.
Automation, together with other technology such as machine learning and predictive analysis, allows you to create a more precise map of your audience’s typical journey, from their initial interaction to the final decision. To create an accurate digital customer journey map for your audience, it is crucial to understand the context of each interaction and how you can use content to influence them.
This is possible only if you have a platform that records customer interactions and defines each journey stage. Customers will experience drop-offs and backtracking as they move from one location to the next. Automated email marketing can be used here to re-engage customers and get them back on the right track.
Create a trigger-based model
If you send a timely email to a customer, it can make a big difference in their decision. There are many triggered email options that can be used to your advantage.