October 11, 2018

5 Key Benefits of Marketing Automation

Reading time about 5 min

Unsure about how marketing automation can help your business? Here are a few reasons that might leave you wanting to launch your first automation workflow today!

Marketing automation is a bit like Bitcoin – many people have heard of it, but few fully understand how it works, making them reticent to invest and start using it. So, if you’re interested in learning a little more about marketing automation and how it can help you, you’ve come to the right place!

For a quick recap, Marketing Automation refers to the use of software to automate certain marketing tasks based on a set of rules and criteria (called a “workflow”) that you set up for your customers. When the criteria in your workflow are met, the actions you have set up will be triggered accordingly.

This allows you to quickly create workflows for automating the execution of certain functions like sending perfectly-timed emails and email drip campaigns, segmenting email contacts into different email lists, re-engaging inactive subscribers, and more. Essentially, it gives even the smallest businesses the power to scale their marketing communications and treat leads, customers, and subscribers as if they have a large team of marketers with a big budget to serve any need. That may sound overwhelming at first, but it’s actually very easy when you’re using the right solution!

Let’s explore how automation can take your email marketing to the next level!

1. Save Money

The biggest benefit of using marketing automation is the increased productivity that it facilitates for marketers.

With automation, you can let software handle repetitive tasks that would take a person more time to complete. This means you can reserve your marketing team’s time for more important and sophisticated projects — all while the automated tasks help support and maximize the effectiveness all of your marketing efforts.

Also, users don’t need to be tech-savvy to use marketing automation, meaning that even less-experienced employees can manage workflows and other marketing functions with the help of your automation software. This is an especially important benefit at small companies where employees must often perform various roles that would normally be handled by multiple people or teams in a larger organization.

Using automation to send certain types of timely messages like welcome emails or birthday emails also improves customer retention, which is a less costly and more sustainable way to grow compared to acquiring new customers.

Suggested automation workflows:

  • Send automated emails immediately following important events like sign-ups, purchases, and feedback submissions
  • Include an opportunity to opt-in to emails on the checkout page

2. Boost Revenue

In addition to saving money, marketing automation also makes money for companies by streamlining the customer acquisition process.

Using automation to implement a lead nurturing system can drastically increase conversion rates. Increasing the probability that a lead will convert with targeted communications — even by a small amount — can have a huge effect on overall revenue figures. To do this well though, it’s absolutely essential that you have a deep understanding of your customer journey and purchase cycle, and use that knowledge to test different messages to move leads through each step of this process.

Once you find the right formula and timing of your nurturing messages, you can speed up the conversion process, freeing up your salespeople to pursue more high-value prospects. The result is a streamlined, efficient sales and marketing pipeline with high revenue potential.

Suggested automation workflows:

  • Email existing customers to upsell them on complementary offerings
  • Re-engage dormant customers and subscribers by providing special offers to incentivize purchases

3. Scale Personalized Interactions

Personalized emails perform better than generic marketing emails, but customizing emails on an individual basis just isn’t time-efficient, especially if you have hundreds, thousands, or even more contacts. Marketing automation lets businesses scale personalized interactions efficiently more efficiently. This isn’t just limited to simple customizations like inserting a recipient’s name – it also includes sending specific messages to leads that match a certain set of criteria or pattern of behavior (either on your site or in your emails).

Automating personalization also reduces the risk of human error, which makes email communications more dependable. This is important because personalization is meant to establish rapport with recipients and that can only occur when done accurately. Just imagine getting an email addressed to “Jame” when your name is Jane or offering an extended warranty on your recent technology purchase when you bought decorative home décor. That probably wouldn’t make you feel valued!

Suggested automation workflows:

  • Customize emails with personal details like the recipient’s name or recommendations based on order history
  • Reach out to contacts who haven’t been active in a while
  • Email a special birthday offer and well-wishes
  • Acknowledge subscriber sign-up anniversaries with a thank you email

4. Develop Better Targeting

One of the most effective, yet often overlooked, ways to use marketing automation is automatically segmenting email contacts into different groups or lists based on their attributes, behavior patterns, and other relevant conditions. You can also implement advanced workflows like lead scoring in order to gauge interest and purchase potential for different leads and follow-up with the right message accordingly.

By dividing your main list into smaller lists, you can send more targeted emails to subscribers. This not only increases engagement rates and conversions; it also improves customer satisfaction, which fosters more customer loyalty, leading to increased revenue over time. What’s better than that?!

Suggested automation workflows:

  • Segment your list by engagement rates – test new content on subscribers with low engagement patterns to get them to interact more.
  • Ask subscribers without any engagement at all to re-opt-in to your list to maintain a clean email list and good sender reputation.
  • Segment customers based on frequency or timing of purchases – reward loyal customers and incentivize infrequent or seasonal shoppers.
  • Create a lead scoring model to better gauge lead and customer interest.

5. Build a More Favorable Brand Image

When automation does the heavy-lifting the result is more consistent, professional-looking communications. In short, marketing automation makes businesses appear better organized and more responsive.

Additionally, it allows email planning to be done proactively instead of just taking a reactive approach, meaning you never have to give customers the impression that they’re waiting around for your response. This favorable brand image positively affects every aspect of the company and further increases customer retention and satisfaction.

Suggested automation workflows:

  • Send a welcome email to new email subscribers that includes company information and an introductory offer
  • Respond to customers that have submitted negative feedback with a thank you and make them feel heard
  • Send loyal customers exclusive content to honor their patronage

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