Marketing Automation
Marketing automation enables omnichannel
Agillic empowers brands to spur loyalty and create business value from every communication with the help from marketing automation – and when you personalise it, you can automate with love. ♡
What is marketing automation?
Marketing automation is the automation of marketing tasks and processes with the aid of software. It is a means to work efficiently with personalised communication at scale. When manual, repetitive and time-consuming tasks are automated, you can free up marketing resources to perform more strategic work. Ultimately, marketing automation enables a relevant, personalised and engaging digital customer experience where you can reach your customers where they’re at – it enables omnichannel marketing.
- Automate repetitive marketing tasks
- Get the most out of your content
- Deliver great customer experience
How does marketing automation work?
Marketing automation is based on rules and criteria that, when fulfilled, trigger an action, for example, an email with personalised content. Actions can be triggered based on behaviour, such as what a customer did last time on the website, which triggers the next optimal message. It can also be based on customers’ profile, for example, their birthday, which can trigger an email with congratulations and a voucher. Further, it can be based on the customer lifecycle, for example, is it time to renew their membership or time to order the next vacation.
Let’s take a look at an example of an automated email flow
- 1. You send out an email with an offer for a pair of sneakers
- 2. For those that engage with the offer and complete a purchase, you can follow up with a recommendation for a tracksuit
- 3. A year after the sneaker purchase, odds are they need a new pair, so you’ll send them a new offer
P.s. For those that engaged with your email, put the sneakers in the basket, but for some reason, didn’t complete the purchase, you can send a kind reminder saying the sneakers are still in the basket and perhaps offer a discount to make them convert.
Move from campaign blast to targeted communication
- 1. You send out an email with an offer for a pair of sneakers
- 2. For those that engage with the offer and complete a purchase, you can follow up with a recommendation for a tracksuit
- 3. A year after the sneaker purchase, odds are they need a new pair, so you’ll send them a new offer
P.s. For those that engaged with your email, put the sneakers in the basket, but for some reason, didn’t complete the purchase, you can send a kind reminder saying the sneakers are still in the basket and perhaps offer a discount to make them convert.
Move from campaign blast to targeted communication
While a generic campaign can give you reach and volume, there are a number of good reasons to procure what is meaningful to your audience on a one-to-one level. Marketing automation enables you to move from generic campaign blasts to data-driven and highly targeted communication. It enables you to reach your audience with communication that is right for them at the specific moment. But, as fashion portal, Miinto shares in this webinar, it is all about striking a balance that pays off.
