Automation of marketing is a hotly discussed topic in marketing circles today. Experts recognize that it is not just a passing fad or trend. Like any other trend, the net is flooded with information about marketing automation in Melbourne. So, what is it exactly and how can marketers exploit this tool?
What is the automation of marketing?
In simple terms, marketing automation is all about using various software programs and platforms for automating marketing efforts. This makes marketing more efficient, and most of all, it helps in the personalization of marketing to a high degree.
This means that the technologies of automation of marketing have designed a basis for marketers to use personalized messaging to target end-users across all channels. But automation of marketing is not just about using the right software. It involves creating the best strategy for meeting the needs of brands.
For the creation of a perfect strategy, one must know how modern automation of marketing works. Following are some vital tips to create and implement automated marketing plans:
Avoid basic personalization
It is wise to avoid throwing “Hello (insert customer’s name here)” into every actively designed e-mail sent out by the company to customers. It is better to add a personal touch with something more creative and thoughtful, like regionalization. For instance, one can add statements like, “We cater to persons in region ‘X’ in the last 5 years” or “thank you for being our customer since X (start date)”. The idea is to get creative with the data one has on hand.
Segment customers by behavior
Modern marketing automation is not just about personalization through mail-merging. One amazing advantage of using marketing automation is the capacity to curate and exploit data about customers. So, one must make use of the data and possibly the tracking which is in place. One must develop strategies for the segmentation of customers by behavior.
This can be understood in two examples. Firstly, for Featured Products, develop products that enjoy interest by keeping track of browsing habits and clicks and dispatch content. Secondly, there are custom offers in which customized offers are sent out based on the typical size of orders or time of orders.
Automation of process
Always keep in mind the Holy Grail of automation of marketing. Make use of autoresponders, drip campaigns and triggered emails to deal with repeated communications. Keep your lists updated with Syncs, Schedule FTPs and other data migration to keep lists up-to-date. The tip is that if you end up doing something repeatedly, without ceasing, it is time to automate it.
Implement a program of double opt-in
This has been considered by all. This is planning for the unavoidable need that GDPR (General Data Protection Regulation) has set forth. One can stay on top of this game by making use of a double opt-in process.
A double opt-in program ensures recipients with more engagement and better data. Because of services such as marketing automation in Melbourne, this program is easy to implement. Simply design an automated ‘confirm e-mail’ communication for fresh subscribers.
All this does not imply that one must stop targeting new contacts. Basically, ensure that one keeps their messaging and lists separate from emails that have been subject to the opted in procedure.
Send emails from sales personnel
When sales personnel play a huge role in the sales process, one must consider rolling out text-only, personalized emails on their behalf. Doing this will help in improving the strategy of personalization.
Automation permits you to include such emails into out-bound efforts like drip campaigns. It is vital to ensure that all communication be perceived as human messages. Keep such messages to a single or two sentences. Another best practice is to close emails with a question that creates an opportunity to further the conversation.
Several marketers make the mistake of packaging too much information into the message. Some even upload HTML design. Both these tactics will make it evident that they are not personalized messages. This defeats the total purpose.
Many marketers permit their marketing automation platform to stay in an ivory tower. Ensure that one is taking advantage of box connectors and not be daunted by API (Application Programming Interface). Connect to e-commerce engines, data warehouses or one’s CRM and any such platforms where data sharing will be advantageous. In a data-driven and automated marketing world, such connections are likely to help several company teams.
Critical information can be garnered by customer support and sales teams through the integration of marketing and automation software platforms. Any data on marketing that one can share enables one’s colleagues to put a priority on and personalize their efforts.
Take the following for example. Scores of interests in product and details of engagement can support sales efforts and even help to apprise customers about information of ‘next best offer”. Operations and purchase personnel can enjoy benefits from data, which might help prepare for the next tide of orders.
Automation of marketing has revolutionized best practices and strategies of marketing and will continue to do so in the future. One need not worry if one has not yet introduced a plan for marketing automation in Melbourne. One can do well by conducting research and following the above tips to put one’s business on the path for success.