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What Is Marketing Automation? 

Think of marketing automation as an assistant that reduces your workload by automating and simplifying simple repetitive tasks like creating personalised email campaigns or scheduling social media posts. Marketing automation is using software to reduce your workload rather than a literal, physical assistant. Using marketing automation naturally comes with a plethora of benefits like saving time, boosting productivity and much more, which we’ll go into next week. This week, we’ll go into what marketing automation can do.

Did you know? Roughly 75% of all businesses use at least 1 marketing automation software.


What Can Marketing Automation Do?


Marketing automation can do plenty, as we mentioned above and in part 1, but let’s break that down a bit and see what the software will need from you:


1. Customer Profiles
We start by creating detailed customer profiles. We gather information about our customers such as demographics, behavior, and interests. This allows us to segment our audience into different groups based on their characteristics. By doing this, we can deliver personalised messages to each segment, increasing the relevance and impact of our marketing campaigns.

2. Tailor Content
Once we have our segments, we leverage automation to nurture our leads. Instead of sending generic messages to everyone, we tailor our content based on the actions and interactions of each individual. For example, if someone downloads an eBook from a website, the automation system could automatically trigger a series of follow-up emails with related content. This way, you can guide them through the buyers’ journey and build trust along the way.

3. Reporting
As it is with all of marketing, reporting is crucial to see what to do better, what went well, what didn’t go well, etc. With automation, we can track and analyse the performance of our campaigns. We use analytics tools to monitor key metrics such as email open rates, click-through rates, and conversion rates. These insights help us understand what works and what doesn’t, allowing us to make decisions and optimise our marketing efforts for better results.

4. Triggered Emails
We can set up triggered emails to automatically send welcome emails to new subscribers or to remind customers about items in their basket that have been there for a certain amount of time. By automating these tasks, we free up time and resources to focus on more strategic initiatives that require our attention.

5. Integration
We can seamlessly connect our automation platform with other systems and tools we use, such as our customer relationship management (CRM) system or e-commerce platform. This integration enables us to centralise customer data, track interactions across different touchpoints, and provide a seamless experience throughout the customer journey.


Final Thoughts:

There’s no denying what marketing automation is capable of, and as marketers begin to use them more and more, spending more and more money on the software, it will only grow and be better, offering more. Thinking about the rise and integration of AI in the last few years, it’s only natural to expect more ]automation software to integrate it in potentially big ways. if you haven’t already got marketing automation software, you’re missing out and falling behind competitors who have.

Join us for Part 3: Marketing Automation Benefits next week!

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