We recently launched an innovative and very significantly capable – “marketing automation”. Automation, for those who don’t know, makes it possible to create behavior scenarios in advance. The system works like an autopilot – it listens to what is going on, decides how to react and then takes the necessary course of action. All of this depends on the scenarios you’ve set up in advance. However, the result is a more sophisticated and personalized reference and marketing activity for your customers – all automatically carried out.
A lot of hard work has gone down in creating this amazing sophisticated automation system, but we believe, it’s more important to make you understand how the system could be beneficial for you.
The real question still remains, Is marketing automation suitable for your business?
We’ve collected a few examples from different fields that might inspire you with your next automated marketing activity:
A jewelry designer who markets limited edition of work
This example explores a jewelry artist who enables online ordering and personal service in the business of unique and prestigious jewelry. From time to time, the store owner sends out mailings which includes photographs of the jewelry. These jewelry are sold in a limited edition. This enables the buyer to “save” the right to purchase the jewelry for a period of three days.
When a customer clicks on the “Save for me” button, they are invited to confirm the request on a landing page (Limited to a number of fillers). This is further confirmed by an incoming email that ensures that the product is indeed reserved for him/her. After exactly 3 days, if the customer has not exercised their right to purchase, they receive a personal SMS message that the product is no longer saved for them.
A company for Drinking water filters
Every year, the company sends out a reminder mail to its customers to replace the filter. Each client receives the reminder about 30 days before the renewal date of the previous year. By synchronizing the system with the company’s CRM software and integrating the automation system, the system checks whether a new filter has already been ordered. If an order has not been made yet, move towards a more direct method of marketing, the SMS.
“Abandoned cart” on an e-commerce site
An e-commerce site for toilet products uses an “abandoned cart” mechanism that identifies those customers who have added products to the cart but have not completed a purchase and are, therefore, considered “defectors”.
The marketing manager laid forward an automated email procedure for this. Two hours after the cart is left abandoned, an e-mail is sent to he client, with a reminder to complete the purchase. In case there is no activity for 48 hours, a sale coupon is sent to the relevant e-mail address to encourage the purchase.
Subscribe to a contact list via SMS
A Tel Aviv restaurant decided to encourage its customers to subscribe to the contact list. How to register? In the physical store, the customer sends an SMS with the “Join” code to a phone number and … that’s it. From that moment on, the user receives an SMS confirmation of the joining + an exclusive and tasty benefit that can be realized on the spot.
What else can you do? You can also ask the customer to send the email address so that it can be sent to both the SMS number and the E-mail address (we tell you that with inwise, there is support for this option too).
Identifying potential customers in a technological company in the B2B market
A B2B company in the field of information security technology sends a monthly newsletter to its customers. The newsletter contains 5-6 links to articles and news in various fields related to the company’s products. Almost every month, one of the items is aimed at a very limited audience.This is so marginal that the sales manager wants to be notified of each potential customer who is interested.
For this purpose, the company defined an automation that defines a click on a specific link as a trigger that triggers an email operation to the sales manager, which informs about the interest of a specific potential customer in the product.
These examples highlight that marketing automation is gaining a more central place as the “brain” of digital marketing. If this is a bit new to you and you want to learn some more about it, or if you need us to help you get it done, simply contact us (there is a “Contact” button above) and we will be happy to move with you to a smarter marketing era.