How to use Marketing Automation in your digital strategy

Marketing automation refers to a category of technology that enables businesses to streamline, automate and measure marketing workflows and tasks. This thus improves operational efficiency and grows revenue faster.

• B2B marketers say the best part about it is its ability to generate more and better leads.

• Marketing automation has been credited with saving time and making big data analysis simpler and faster.

Without marketing automation, businesses are left guessing – hoping that consumers will take their bait and stay ready to make the purchase when in reality, most consumers learn at their own pace and be provided a solution when they need more information or when they are ready to make a purchase.

How to

While there is no standard approach to marketing automation, a good template to start with is by having a welcome email and follow up with some content.

Welcome Email: Your customer has just subscribed to your email list. A welcome email is not just about welcoming a new subscriber but your business should also aim to create a positive impression of your business. This email should include something valuable for your customer to educate them about your product or service.

1st Follow-up Email: In the first follow-up email, you can present some advanced features of your product or service to build up your customers’ interest.

2nd Follow-up Email: With the second follow-up email, you can offer a free trial or demo for your product or service to get your customer to try it out and lay out steps you want them to follow through if they like your product or service.

Birthday or Anniversary Email: Take this opportunity to let your customers feel appreciated by offering incentives like discounts, special gifts or offers.

Surveys: This can be a good way to find out how to fine-tune your product or service to appeal to your customers. After analysing the data, you can then either modify your product to fit their needs better or suggest products that meet their needs.

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