10 examples of marketing automation
To get you inspired and eager to start, here are 10 examples of marketing automation to use in retail.
Perhaps the most important automation of them all is the onboarding automation. Show new contacts what they can expect from being a member with loads of valuable content about your brand. This is so important that we have a whole blog post about welcome automation.
You can’t really care about your customers if you forget their birthdays, can you? These days members of loyalty programs almost expect to be celebrated by their favorite brands as much as by their friends. Set a trigger to start a few days before a birthday or on the day itself, with a greeting or offer. The automation can be set up to remind them of unused vouchers or discounts with day or week intervals. A reminder that the offer is about to expire is usually appreciated.
3. Made a purchase
This should be the biggest automation of them all. Let the customer know that a purchase is only the beginning of their journey with you. You might send a “We hope you like your new item” email with recommended accessories. Then a “how to care for your new product” or when it’s time for a repair. This is your opportunity to show that you care more about your customers than whether they will make another purchase.
4. Abandoned cart
Around 75% of people leave something in their abandoned cart instead of checking out. But they don’t have to be lost opportunities. Take advantage of knowing exactly what the customer is interested in with abandoned cart automation. Statistics show that these reminders usually have an open rate of 50%, and at least 10% of customers come back to complete the purchase. You could also include some similar products in your email, in case this sparks an interest that the previous item quite didn’t get.
5. Social media automation
The segments you use for social media advertising can be flagged as you go depending on whether the contacts respond to your ads or not. Use these flags in your automation to send certain emails to those who have purchased something from the ad, and make sure it doesn’t get advertised to them again. Or flag contacts who have clicked on something but not made the purchase to go a different route in your automation flow. Social media automation is great for strategizing your social media to clearly see where each contact ends up in the sales funnel.
6. Transactional emails
These types of emails have the highest open rates so use this to your advantage. Set up automated emails following a purchase, when an item has shipped or an account has been created. Since the customer is likely to open it, don’t miss the opportunity to recommend some accessories or other products the person might enjoy.
7. External data
Use external lifestyle data to create the most personal automation yet. Did your customer just buy a new house? Set up automation with products they might need when they for moving, then for decorating and follow up as they grow with the new house. Or if they just had a baby, set up automation to get product recommendations right at every stage of the child’s development.
8. Membership levels
We recommend being clear about what your membership means during the on-boarding, but don’t forget to remind customers of how they can benefit from reaching a new level. Set up automation to encourage them to spend more to reach the next level and then when they do, remind them of the benefits they will receive by being a part of your most loyal customers.
Segment out your customer who hasn’t made a purchase in a defined time and try to get them excited about your brand again. Try first with a simple “We miss you” email to see if this sparks an interest. If not, you can try to offer them a discount or voucher to come back, if it’s part of your strategy. You can set up many steps in your automation, but you might have to let them go at some stage as inactive members can do more harm than good to your campaigns.
Requesting feedback is perfect for automation so you receive it on a regular basis. Follow up a purchase to see how they liked it, or ask what they’d like to see from the membership or you could ask for input on product development.