Marketing automation is a great way for your company to elevate customer experiences. How your company engages with potential and existing customers can affect your business success. These impressions are formed at each touch point along the customer journey.
Customizing the customer journey can be challenging. However, marketing automation can handle the bulk of this work, allowing you to allocate more time and effort to areas where your business requires it most.
According to 91% of marketers, marketing automation is instrumental in attaining their goals, which shows how effective it can be for a business.
What is Marketing Automation?
76% of businesses utilize marketing automation because it is easy for any business. Marketing automation employs software platforms to streamline routine and repetitive marketing duties. This automation spans various channels, such as websites, email campaigns, and social media platforms.
Marketing automation utilizes software platforms to streamline routine and repetitive marketing tasks.
This process can occur across various channels, encompassing your website, email campaigns, brand awareness efforts, logo design in marketing, and social media platforms. Utilizing automation for repetitive tasks can enhance both your business efficiency and revenue.
Ways to elevate the customer experience using marketing automation
Segment your customers
Marketing automation tools enable customer segmentation, gathering data on factors like location, interests, and behavior to construct customer profiles. AI algorithms can then automatically categorize your customers into groups.
Segmenting customers based on demographics, interests, preferences, or behavior allows you to customize marketing messages for each segment. Tailored content addressing specific needs and pain points is delivered to each segment accordingly.
Score your leads
Marketing automation aids in lead scoring, freeing up sales teams from manual data entry tasks and allowing them to engage directly with leads. Lead scoring prioritizes leads with the highest likelihood of conversion, enabling sales teams to focus their efforts more effectively.
A lead who has visited your website only once is likely categorized as ‘lukewarm,’ whereas a lead who subscribes to your email list is considered ‘hot.’ Segmenting leads according to their scores enables sales teams to send them more precise and tailored messages.
Scoring your leads in marketing automation is an ongoing process. Regularly reviewing and updating your lead scoring criteria is essential to maintain the accuracy of automated scoring.
Use trigger-based email campaigns.
Only 10% of customer journeys are entirely automated. 18% of companies rely on automation as their primary email marketing strategy. This shows how important and effective marketing and email automation is. Automating email campaigns enables you to deliver relevant content to your customers.
Specific customer actions can trigger automated campaigns. For instance, when someone joins your subscriber list, it may prompt the sending of a welcome email.
When a customer abandons a cart, this action may initiate a personalized email reminding them to finalize the purchase. Incorporating a special offer could serve as an incentive to encourage them to do so. Cart abandonment rates are significant, and even re-engaging a small percentage of them can enhance your sales performance.
Trigger emails, boasting a higher open rate, can be instrumental in boosting conversions. They serve various purposes, including sending birthday or anniversary greetings, order status updates, or re-engaging contacts.
Offer personalized recommendations
Approximately 90% of consumers are willing to share their data in exchange for personalized recommendations. Accumulating data over time enables you to provide personalized recommendations that convey a sense of value to customers.
By understanding customer preferences and using the right marketing automation platforms, you can discern their expectations and fulfill them accordingly.
Consistently connect across many touchpoints.
Automation software enables consistent outreach to customers across various touchpoints. Utilizing a range of content types and marketing channels allows you to engage customers at different stages of the customer journey.
Monitoring performance is crucial as it enables you to optimize your campaigns effectively. You can refine your blog posts to target consumers who are in the initial stages of exploring their options.
Emails incorporating videos can offer recipients more in-depth information over time.
Improve customer service
Modern shoppers anticipate immediate support during their online interactions and shopping experiences. AI chatbots offer a means to deliver round-the-clock support to customers seeking answers to their inquiries. This ensures they feel acknowledged and understood, reducing the likelihood of them abandoning a purchase and turning to a competitor’s website.
Final thoughts
If you are ready to use marketing automation services to improve your customer experience, contact Gupshup. Gupshup is the best conversational engagement platform to automate your marketing. With Gupshup, you can target, segment, and market effectively with personalized messages for the targeted audience and prioritize customers.
