Did you know that nearly half of the companies around 49% use marketing automation technology to increase their marketing efficiency?
You might be wondering what can be the key differentiator from competitors to move your business forward. Â
10 Examples of Marketing Automation
The answer lies in your strategies. Here are 10 powerful examples of marketing automation that you can use to improve your marketing strategy.
1. Onboarding series / Welcome flow
One of the most popular examples of marketing automation is welcome email.
It is important to make a good first impression and a lasting one. Welcome emails help brands create great first impressions and brand recall.
A welcome email is a good place to start as a brand to capitalize on the interest of customers for your brand product or service. The first email you send to the customer establishes the foundation of a new relationship.
Here is an example of a welcome email from New Balance:
Some of the best instances of marketing automation for onboarding series are sending welcome plus incentive product details with benefits, brand story, educational content, bestsellers promo, a message from the founder and many more.
Remember the first three emails of your welcome flow are the most important, so focus on making them perfect.
2. Cart Abandonment
Another example of marketing automation is cart abandonment flow.
One of the fundamental yet most important automation flows that every brand should integrate into their marketing strategy is cart abandoned emails.
For e-commerce brands cart abandonment can be a major issue. Sending automated communication as soon as a customer abandons their online shopping basket will help you prevent that. Customers should receive a reminder mail about the product they left in their basket.
Example of Cart abonnement from HnM:
Including something extra like a discount or offer in this mail attracts the customer to complete their purchase.
3. Birthdays and Anniversary greetings or Milestone Celebration
Marketing automation can be also used for sending out automated birthday and anniversary greetings to your customers.
It’s important to make your customers feel special on their special day, you can do so by using marketing automation to send out automated birthdays and anniversary greetings to your customer
For instance, you can use vouchers/offers/discounts to celebrate customer birthdays, brand anniversaries or customer first purchase anniversaries with the brand.
Here is an example of the brand Adidas. The below email sets a great example of celebrating their customer’ birthdays and providing a little extra to make them happy.
Doing this can help your brand improve brand loyalty and foster customer relationship with the customer.
Note: A brand needs to capture the birthdays and add them to the email list.
4. Loyalty Program / VIP offers
Other similar examples of marketing automation are Loyalty Program/ VIP offers/ Rewards point
The famous saying “Loyalty is hard to get, if you find it just never let them go” goes well in this marketing world as well.
Always award the loyalty. Brand loyalty incentives keep customers interested and give them a sense of exclusivity.
You can identify valuable customers with the help of marketing automation and you can then offer them incentives and rewards to promote customer loyalty.
Brands can reward customers by giving early access to sales, or discounts on selected products where they usually spend more money and early access to new launches.
Creating a loyalty program results in customer retention, increased revenue, a quality database and a reduced churn rate.
With the help of a loyalty program, customers can also serve as brand ambassadors and spread positive and good words across their group and social media platforms.
5. Transactional Emails
Let’s look at the next examples of marketing automation, especially applicable in e-commerce business is transactional email.
Transactional emails contribute to a positive user experience by keeping customers in the loop about their purchases.
These emails include:
- 1. Order Placement / Order Delay / Appointment booking
- 2. Shipment confirmation / Shipment Delay /
- 3. Delivery Confirmation / Appointment cancellation
Customer can track their order with the help of these series of emails and the brand can communicate this with customers based on customer triggers through marketing automation.
6. Feedback and Survey Email
Other examples of marketing automation worth mentioning are Feedback and Survey Email
Using marketing automation it’s easier and more convenient for businesses to send out surveys automatically to customers instead of sending them manually which is not only a rigorous process but also time-consuming.
Feedback is important for every business to improve. Here is a feedback example of Companify:
You can set up a feedback automation flow each time a customer makes a purchase talks to a customer services representative or raises a complaint on any platform. This will help you improve the overall customer experience.
7. Post-purchase Activity
Repeat customer generates more business than new customers. It’s important to learn and unlearn from them and modify the communication accordingly.
Post-purchase automation flow is also used for requesting product reviews or collecting service testimonials. This is also a great opportunity to communicate handy product usage tips or maintenance advice.
Post-purchase activity examples:
8. New launches and Product updates
Next on the list of examples of Marketing automation is updating the customer with new updates or new launches or releases.
Marketing automation also helps you segment the audience, to identify the customers who are genuinely excited about your new products.
A New Product launch example:
9. Win-back/ Re-engagement / Re-targeting
An equally important example of marketing automation has many names, but it all means the same thing, reaching out to inactive customers.
The key to this kind of email is personalization. Targeting customers with personalized win-back emails can literally bring your customers back and reawaken interest in your brand.
Types of win-back campaigns can be
- Ask customers if they want to hear from us anymore.
- Target dormant users with discounts free trials or free demos.
- Feedback from inactive customers to learn the reason behind low engagement
Example of a Win-back campaign from Missguided:
10. Cross-sell or Up-sell
Lastly one of the crucial examples of marketing automation is Cross-selling and Up-selling.
Selling to your existing users is easier than attracting new customers, and one way to do it is through personalised recommendations.
Other ways to do cross-sell and up-sell include recommending similar products brought frequently together, or similar product recommendations or recommendations based on the customer purchase history.
Example of cross-selling from London Bridge:
Conclusion
To wrap up, the above 10 examples of marketing automation can be used in your marketing strategy to outshine your competitors.
A marketing automation tool is a cost-effective and time-efficient strategy that eliminates the stress of keeping track of the smallest details.
Also Read- Know All About Email Marketing Vs Marketing Automation
Alisha Limichana is a seasoned growth marketer and part of the MCG team at EnR Cloud, specializing in driving business growth through innovative strategies. She has a proven track record of delivering impactful marketing campaigns. Outside of work, Alisha enjoys exploring the mountains, travelling, and staying active and fit.
