Marketing automation has changed the way we connect with our customers. Through automation we implement follow-up messages to ask for feedback, send promotions, build on personal connection, and increase customer loyalty. I’m surprised at the amount of companies who don’t have an effective way to automate their marketing. The more you automate this process, the more effectively you can focus on the things that matter like customer service, creating great products, and building your brand. The process of marketing automation is something which should be implemented into your business, especially because it’s become a lot more affordable than in the past.
Today, we’ll be exploring some of the ways automating your marketing process can increase your customer loyalty.
1. Retention After Purchase
One of the biggest issues I’ve seen in business is the neglect of customers after they have purchased products. Larger companies have an easier time following up with customers after a purchase because they have a dedicated team in charge of this task. However, smaller companies don’t have the resources to invest in a customer service team to follow-up with an email or phone call. Therefore, this process should be automated by implementing an email follow-up sequence to trigger after a customer makes a purchase online. Many email service providers have a complete solution in place that can integrate with your current business model. For example, the process could look something like this:
- Customer completes purchase
- Customer gets subscribed to a list
- Customer goes through the initial feedback email
- Customer is sent promotions based on their previous purchase
- Customer makes another purchase.
Having this solution in place will keep the customer in the loop on new promotions and products furthermore increasing the likelihood of future purchases.
2. Personalized Interactions
Marketing automation through emails has come a long way, and many interactions can now be tracked. For example, you’ll know when the email was sent, when it was opened, if it was replied to and when a link was clicked. You can also integrate Google Analytics to find out more about the customer interaction with your email message. By understanding what links the subscriber clicks, you can tweak your marketing efforts specifically for them creating a more personalized experience.
Agile CRM is one of the best email marketing tools providing a breakdown of the emails sent, new contacts, what links were clicks, and even what deals were purchased. You can then continue to segment the subscriber into more specific lists.
3. Advanced Segmentation
By automating your marketing using the right software, you’ll be able to segregate based on their interactions and loyalty. Imagine having the ability to number your customers based on duration, then giving customers who have been with you a long-time VIP privileges. In essence, new customers should have a difference experienced based on different preferences compared to one which has been around for 5 years…right?
4. Understand Social Behaviors
Social media has changed the way we interact online and connect with people. Think about how brands like Coke and Apple are using social media to run contests, promote new products and understand people’s buying habits. Someone who purchases a new computer will most likely post an update on their social profile giving other companies a chance to understand what type of products this individual respects.
Some marketing automation tools understand the power of social media and have optimized their tools with social integration. These tools will connect their email with their social profiles to understand how they engage on social media platforms like Facebook and Twitter. Once you understand their pattern, you can engage them with a more personalized experience by sending offers they resonate with more than others.
Marketing automation is a growing trend, especially since it’s becoming more affordable over the years. By having this system in place, you can automate tasks which otherwise would cost enormous time and money. If you do a quick search in Google, you’ll find a handful of tools all offering the features above. One company you should check out is agilecrm.com, because they are leading the development of marketing automation by offering features not found anywhere else.
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