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Marketing automation: What activities to automate?

In the era of the Internet and building wide ranges for promotional campaigns, it is difficult to imagine that sending advertising e-mails or building a customer base is done manually. In many cases, this would be completely pointless. For example, imagine a marketer who sends thousands of e-mails manually – changing the addressee’s name one by one. Completely pointless, right? Especially since many activities can now be simplified. It is enough to reach for tools in the area of marketing automation. When does it pay off? Check.

What is Marketing Automation?

Marketing automation, i.e. marketing automation, is nothing new anymore. The first attempts to automate communication with potential customers were made in the early 90’s. But it was only in the 21st century, when technology – especially that related to Internet traffic analytics and SaaS – reached the appropriate level of advancement. With the advent of sites like HubSpot, everything just got a lot easier.

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Marketing automation in practice

Today, marketing automation allows, for example:

– Effectively monitor and analyze the activities of Internet users in relation to the desired indicators.
– Intelligently divide users according to demographic characteristics, and thus – precisely select the target group of recipients.
– Personalize offers – adjusting them to the interests and actions taken by the customer (e.g. a user of a banking application who has viewed his bank’s loan offers may soon expect a phone call from the seller who will prepare a specific offer for him).
– Automate e-mail marketing, i.e. sending newsletters and sales messages, acquire leads “without maintenance” and build databases.
– Linking sales messages in many sources (it is also about remarketing, i.e. the appearance of contextual ads related to websites visited by the customer).

As you can see, the potential of marketing automation is huge, and not using it would be a great oversight on the part of a modern marketer.

However, the question is when marketing automation really pays off.

Marketing automation and profitability

It is difficult to answer the question about the profitability of individual automation activities with absolute clarity. It all depends on many factors – from the specifics of the marketing campaign conducted, through the set goals, to the effectiveness of the tools used. Therefore, it is worth configuring the “package” of marketing automation solutions by consulting with specialists, after analyzing your own needs, competitors’ activities and market opportunities. One thing is certain: we are heading towards more and more intense automation. So it cannot be avoided. However, it must be introduced wisely. You can always test how individual solutions work in the long term and create the perfect set for yourself.

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What is worth automating?

To identify the most profitable areas for automation, it is worth looking at what tasks are most often performed with the help of marketing automation. Here are the key ones.

1. Newsletter
Sending a newsletter is the simplest form in which you can conduct e-mail marketing. By regularly sending your customers a link to interesting and relevant (it’s VERY important!) Articles or offers for them, you remind them of your existence and increase the chances of conversion. However, you need to be aware that on average 3 out of 4 marketing emails … will not be read. And if so, the more it makes no sense to bother with the preparation of each individually. Marketing automation software will allow you to:

– automatically add each new registered user to the database (who, for example, will create a profile on your portal or send an e-mail address via the form on the landing page),
– classify the user to a specific target group based on his behavior and demographic profile,
– personalize messages sent to him,
– take care of the appropriate frequency of sending mailing (so that it arrives regularly, but not in an annoying amount).

Also remember that advertising mails will be monitored after shipment. So you will get feedback on this:

– how many e-mails have been opened and how many have been deleted,
– how many readers reacted to the CTA placed in it, e.g. they clicked on the link to the article or a promotional offer,
– how many clicks translated into conversion and, ultimately, sales.

Thanks to this, you will gain measurable data that will allow you to streamline and improve e-mail communication.

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2. Acquiring leads
Acquiring leads is one of the pillars of modern marketing. This is how you build a base of customers and potential customers, which you can then lead through the entire marketing funnel. This process is also worth automating – for example, creating a landing page will allow you to do it. A properly optimized website of this type is a key element of inbound marketing, which will make the lead base “create” (almost) itself.

This is not the end, however. Remember that marketing automation tools will also allow you to monitor the consumer behavior of your leads. This, in turn, will help to automatically select messages sent to them, adequately to the stage at which they are on the path to purchase.

3. Promotion in social media
Full automation of social media? Absolutely not. Nevertheless, marketing automation tools can support communication using this channel. Example? The system receives information that the user has visited the website of a given online store and viewed such and not other products. This data may trigger the display of relevant sponsored posts on Facebook – relating specifically to these goods or topics related to them.

These are, of course, just a few examples of activities that are profitable to automate. You can do more of course. Therefore, check what possibilities the marketing automation software gives you and use them according to your needs.

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