Enhancing marketing actions with Automation
Once you have your data in one place, have a strong understanding of each customer and the ability to personalise your comms, you’ll want to automate your processes.
Automating your comms frees up your team to be focusing on strategy, delivery and results, not creating thousands of micro-campaigns for individual customers.
Automation isn’t making everything automatic, without human interactions, it’s about giving time back to your team to do more important, complicated and detailed tasks, rather than manual processes.
What can automation do for you?
Every business is different, but there are some key opportunities that can be automated that will have the biggest impact.
Abandoned Cart Emails – follow up those pending sales
Welcome comms – build trust and engagement early with new customers.
Previous Purchase Triggers – Use purchase history to predict and prompt future buying behaviour.
Segmentation and Dynamic Content – serve personalised content based on interests.
Continual testing – Automate A/B testing and refine your comms for continuous improvement.
Marketing automation is a blend of technology, data, content, and people. The most successful programs are those that are continuously optimised. Start with the basics, automate the routine, and build toward more complex journeys. With the right strategy and execution, marketing automation can deliver substantial long-term value.
R-cubed’s Guide to Automation
In our Marketing Automation session of Marketing for Breakfast, Ben Geddes gave us an intricate guide to what you need to deliver automated marketing, what to focus on and how you can deliver game-changing results, whatever your budget.
Ben identified the four pillars of marketing automation –
Technology: With over 15,000 martech tools available, selecting the right one depends on your budget, industry, and CRM maturity. Ease of use and integration are key.
Data: Reliable and rich customer data is essential. Even basic tools can be powerful if the data is accurate.
Content: Content must be relevant and tailored to the audience. Generic content won’t cut it.
People: Skilled staff are crucial to manage and optimise automation. Automation is not just ‘set and forget’ – it requires ongoing attention.
Ben created a full guide packed with more details and practical examples for our attendees.
