Companies using marketing automation obtain a better conversion rate and higher revenues. A great amount of companies using marketing automation achieve the ROI already within twelve months. Due to marketing automation you can establish a positive customer journey and design appreciative customer relations. But this is always based on data. However a lot of marketers feel very challenged when it comes to marketing automation as they see themselves confrontated with a too big data- and IT-project. But – and this might be surprising – the database for a successful marketing automation campaign doesn’t have to be extensive. Let us show you on a basis of five use cases how you can realise successful marketing automation – with only few data.
The first and maybe most important step when beginning with a marketing automation: Reduce the complexity! Keep your marketing automation campaign as simple as possible. It’ll become complicated by itself, as in the course of time new dependencies and cases, that you’ll have to take into account, will come up and they’ll probably complicate your campaign. The simpler you start, the faster you‘ll be successful. Focus on the most important use cases.
Read in the following now the examples of uses cases, that you can easily implement in a marketing automation and that only need few data and bring quick success. The use cases will show you how to cleverly make use of existing data to approach your customers automatically at the right moment.
Use case 1: around a birthday
Sending out birthday greetings is a marketing automation classic. But as a lot of providers send out emails on the exact day of birth, some of the greetings can be quickly overlooked. Still, with the single data of the birthday you can realise a (for your customer) worthy and a (for you) promising experience: Send out birthday greetings around the birthday, but not on the actual birthday.
Congratulate your customer already one week before the actual birthday. Enrich your email with a coupon or a special birthday discount. In a second email, sent out on the actual birthday, point out that the coupon might expire soon.
Or you send out birthday greetings after your customer’s birthday. If the date of birth is unknown, send out a not-birthday email and coincidently take advantage of the opportunity to ask the customer when his real birthday is.
Another clever birthday-mailing has been sent out by BMW: Customers received congratulations on the birthday of their product purchase. Due to these anniversary mails BMW obtained more than 21% reactions and significant sales increase in the ConnectedDrive Store. The only known date that was necessary for this marketing automation: the date of the product purchase.
Use case 2: around a purchase
If you know the date of the last purchase of your customer, you can create a wide range of marketing automations based on this single date. The following conversations with your customer are deducible out of it:
- Order confirmation
- Shipping confirmation
- Request for rating
- Request for recommendation
- Thank you for your order
- Do you already know about this…?
- We miss you…Order starter
Yes, all these emails can be sent out automatically to your customers based on only one single data. Maybe you come up with more ideas?
A automation based on the date of a shopping cart abandonment is likewise easy and simple. You can for example start a reactivating campaign. Kindly ask you customer what prevented him from purchasing and offer different answer options. The following will be the objection handling – cleverly automized.
Use case 3: around an event
In B2B events like presentations and webinars are an important opportunity to position oneself in front of (potential) customers. Around these kind of events you can create a fully marketing automation campaign based on one single date, namely the date when your event takes place. artegic itself uses marketing automation for its own webinars. Beforehand the participants receive automated messages containing the date. After the webinar they receive the presentation slides and / or the recording of the digital event. Those users who were registered for the webinar but didn’t attend also receive a follow up email containing topic related content. Thanks to this simple automation campaign, based on one single date, artegic was able to increase the participation rate from 37% up to 48%.
Use case 4: data enrichment with marketing automation
One important marketing task is it to obtain and enrich (current) data and to keep the customers‘ permanent consent for the use of their data. Enriched data has this importance because it makes it possible to send out individualized content, which leads to higher customer satisfaction.
You can easily enrich customer data via a marketing automation. The only data you need is the customer’s email address. After a registration by a customer, you can – for example – regularly review by means of marketing automation if certain data like the telephone number or the customer’s company is given. Request every further, not yet given data in the right moment. This right moment is for example immediately after a registration. As a customer has just interacted with you, his interest and his readiness to take the next step is particularly high and your chances to acquire further data are higher.
Use case 5: around a transaction
Transactional communication is a pretty simple and quick starting point for marketing automation campaigns. Transactional messages (like order confirmations) usually receive a lot of the customers‘ attention. Customers expect these mails and so it isn’t astonishing, that transactional mails have opening rates of up to 80%. You can make use of this moment of high attention and readiness to enrich your customers‘ data by the means of transactional mails (compare use case 4: data enrichment with marketing automation). For example: Query in an order confirmation the opt-in for further marketing communication. Customers leave their data and will receive automated messages. The only data you’ll need here is the data of the transaction.
Marketing automation without extensive database
Use case 4 has shown that it only needs one single data, the email address, to start a successful marketing automation campaign. The four other use cases, that we have presented here, show that not a lot of data is necessary to get in touch with your (potential) customers in an automated, individualized way and in the right moment. Without extensive database you can quickly and straightforwardly realise a marketing automation campaign and celebrate success.
Too much content is just one marketing automation or email marketing mistake you should avoid. Find ten more common mistakes in our checklist: 10 marketing automation mistakes you should avoid.
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