2019 is just about here, and it’s sure to bring even more marketing automation adoption along with it. If you’re not using automation yet, here are 6 good reasons why you might want to change your tune this year!
You’ve most likely heard people talking about marketing automation. But what exactly does it do? Does it have a tangible impact on your business? Is it only for large corporations or particular business sectors?
We’re going to take a look at how much you have to gain by embracing Marketing Automation, no matter what the size of your company or its specialist field.
1. Save time with email automation
Marketing Automation can automate marketing activities that you currently do manually, the most common use case being email automation.
Do you sometimes send follow-up emails to your new website subscribers? This takes time, especially when done in a less than systematic way.
Email Automation uses automated workflows to take this type of task off your hands. In the example above, you just have to create a workflow to send a follow-up email to any new user who subscribed in the last 30 days. You create a follow-up email template which will be sent automatically and that’s it!
The time that can be saved by using Email Automation is substantial. The more of these simple workflows you create, the more you benefit from economies of scale.
2. Save money
Now you know that the key to successful Marketing Automation is automating part of your marketing strategy. With automated workflows you can put in place an effective prospect activation strategy, using custom workflows to encourage prospects to become purchasers.
As a result, you will optimize your conversion funnel and improve your prospect conversion rate. With Marketing Automation you can turn your most qualified prospects into purchasers, encourage new prospects to browse your products and services, and increase the average size of your loyal customers’ baskets. All it takes is a few automated workflows to significantly boost your revenue!
3. Become more efficient
Marketing Automation also helps you to increase the reactivity of your contact lists. On average, Marketing Automation will increase your open rate by 71% and reactivity rate (number of people who click on a link in your email after opening it) by 152% in comparison with traditional newsletters.
Creating personalized customer journeys will make your communications more relevant and your contacts will be more likely to open and click inside your emails. For example, if a contact visits page A and a few days later receives a special offer or tip related to that page, the open rate will be much higher than a traditional newsletter covering all of your products/services.
4. Understand your target better
Marketing Automation helps you to better understand the tastes and preferences of your contacts and tailor your communications accordingly. More specifically, you can upload behavioral data that will enable you to create special offers/services that your contacts will appreciate, as well as ascertaining their level of interest in your website or solution.
You can identify your most qualified prospects using dynamic scoring (using a lead scoring model) based on their activities. For example, if a contact subscribes to your newsletter, you can increase their score by 1. If they click on a link in your email, you can increase their score by 5 and if they make a purchase, you can increase it by 10. This allows you to identify your most qualified prospects and customers.
Lead scoring helps you to implement more targeted marketing strategies. For example, you can follow up with contacts who are becoming less active or reward your best customers and turn them into brand ambassadors.
5. Boost interaction with your contacts
Marketing Automation enables you to contact your customers at the right time in their customer journey. For example, you can contact new prospects via email and qualify them, interacting with them when they are at their “hottest”. By definition, a “hot” prospect is one that is ready to meet your objective (e.g. buy a product on an ecommerce website or sign up for a service). When you know that your prospect has shown an interest in your product or service, you can interact with them to take the final step and make a purchase.
Automation also lets you send normal welcome emails to new subscribers if you send a regular newsletter. This will start your relationship off on the right foot and build trust between your business and new leads.
You can also personalize your emails to send the right content to the right person based on their past behavior. For example, you can contact your users about their favorite products or complementary products to items they recently purchased.
6. Improve the customer experience
Marketing Automation is a great way to create loyal users. It allows you to create custom workflows that guide new prospects through their first steps with your business.
By helping your customers, you improve their customer experience and increase the number of satisfied users who could eventually become ambassadors for your website.
Marketing Automation is a way to take your marketing and customer relationship to the next level.When every ROI point counts, automating and optimizing your activities becomes essential.
Haven’t tried it out yet? Get started with our sample workflows and instantly boost the profitability of your marketing activities!
Why not try it now? All you have to do is create a SendinBlue account — marketing automation is free for processing up to 2,000 contacts.
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Inbound Marketing Manager @SendinBlue. I love helping SMBs and eCommerce businesses reach a larger audience by writing on digital marketing best practices and advanced techniques. In my free time, you can probably find me skateboarding or tinkering in an overly-complex spreadsheet. 😉