Every customer matters. But when you run a business, you might not have time to create a one-off campaign each time you need to talk to your customers. With marketing automation, you can grow those relationships—and your business.
What is marketing automation?
Marketing automation is software that eliminates repetitive tasks and helps you build your brand, sell more stuff, and boost customer loyalty. You can target people based on behavior, preferences, and purchase history体育投注注册 so that you can send the right message to the right people at the right time.
What does marketing automation do?
It helps you understand your customers.
体育投注注册This makes your interactions with them richer—and more profitable. are more likely to buy from brands that offer customized experiences, according to a 2018 report.
Personalizations frequently drive customer loyalty, too. In a 2017 survey, said that personalized interactions made them likely to buy from the company again. Customers appreciate it when companies treat them as individuals and not a sea of faceless consumers.
It lets you implement complex strategies.
Whatever your industry, it’s important to have repeated and meaningful interactions with prospects or potential customers. To do this, many companies use drip campaigns, sending out a series of pre-written emails at regular intervals.
The idea is to over a period of time, strengthening the connection as well as the prospect's perception of the company.
Marketing automation lets you add complexity to your drip campaigns because it makes it possible to send out custom messages to different segments体育投注注册 of your audience based on their interests. You can time those individualized messages based on the prospect's actions.
It lets your team focus on higher-level tasks.
体育投注注册Automation is becoming more prevalent, and say that it makes them more efficient and productive. About three-quarters report that automating manual, repetitive tasks would enable them to focus on the more rewarding aspects of their work.
When your team automatically schedules and sends out marketing messages, for example, you can focus on enhancing the customer experience and respond to inquiries or resolve issues.
It saves you time and resources.
Marketing automation can help you save time, improve engagement, and benefit your bottom line. It gives your customers personalized attention with thoughtful, authentic messages that sound like you’re writing to a friend, whether you have a hundred fans or millions of them. You can use merge tags in an email so that it starts with the customer’s name, for example, or you can reach out to people on big days like birthdays.
How does marketing automation work?
体育投注注册Automation depends on information. Each time someone subscribes to your newsletter, buys something from your store, or clicks on your ads, they’re providing you with valuable data.
If you use Mailchimp, for example, your contact data is all in one place so you can get a holistic view of your audience is as a whole. It also offers a visual breakdown of data, such as where your fans are located, how often they engage with your emails, and more insights that you can turn into action.
体育投注注册Then comes the “marketing” part of marketing automation. You give your system a few pieces of information, including:
- What messages you want to send
- What segments of your contacts you want to target
- What circumstances should trigger a send
If it all goes as planned, your system then sends your contacts valuable content, right when it’s most likely to make them convert.
What does marketing automation mean for the customer journey?
Before making a purchase, people might read the website, consider what product they want, sleep on it, and eventually go back to buy. This wandering route is called the customer journey, and it’s different for everyone.
Here are some ways marketing automation can help you build lasting relationships:
It helps you connect with new fans...
If a person expresses interest in what you offer and enters their email on a subscriber pop-up form on your site, you can send them a welcome email to introduce yourself—and give them a reason to stick around.
...and sell more stuff.
When that subscriber starts to move toward a purchase, such as putting something in their cart without checking out, you can set it up so they receive an abandoned cart email from you.
Meanwhile, you can send occasional reminders to prospects that haven't interacted with you in a while. Retargeting emails, for example, remind people about the great stuff they saw on your site. Chances are, at least some of them are still interested and will respond if you reach out.
It cultivates a trusting 2-way relationship.
When you deliver relevant content to your prospects, you show them that you care about them. The more you target your communications, to keep providing high-quality products or services体育投注注册. You can even use automation to send coupons or other discounts to people that meet certain criteria for loyalty or spending.
What are some marketing automation best practices?
1. Be specific about what you hope to achieve.
Collect all the data you have about your current marketing strategies and set goals for what you want to achieve with automation. Then you'll be able to measure your progress. You can also collect some examples of successful marketing automation campaigns to give you some ideas.
2. Think about how you want to segment your audience.
Marketing automation benefits you the most when it's as targeted as possible. How you should target it depends on your products or services—and your customer base. Segmentation is a key element of successful automation, so take your time with it. It’s better to do it right than do it quickly.
体育投注注册Maybe you have products that appeal to different age groups. In that case, you'll want to segment by demographic. Maybe your services appeal to people with different levels of responsibility in their companies. If that's the case, segment by career level.
3. Create a flowchart.
Marketing automation is all about if-then. Figure out your pre-selected triggers—such as joining your subscriber list, or maybe rewarding loyalty with a promo code体育投注注册—and then specify when to move your contacts forward.
If someone interacts with your welcome email, for example, then that person gets an offer related to the action that they took. If the person redeems the offer, then they are placed into a group that gets regular discounts and offers, and so on.
4. Test everything.
体育投注注册If some of your targeted messages aren't doing well, you can use that information and improve your next campaign. On the other hand, you can look at what your successful campaigns have in common and apply those insights to future marketing efforts.
Start automating your marketing
No matter what industry you’re in, it’s easy to set up marketing automation for any situation. Once you’ve chosen the type you’d like to send, your messaging, and your sending criteria, you can start cultivating lasting relationships with your audience.
More about marketing automation
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Even when your site is chock-full of good stuff, sometimes your customers get distracted—by a cat video or a celebrity gossip blog, perhaps—and they leave your site before buying what they really wanted. Topo Designs, a Colorado-based outdoor lifestyle goods company, knew that creating the right abandoned cart campaign could easily solve this problem, so they tested variables within Mailchimp's abandoned cart marketing automation to figure out what brings customers back. The result? An abandoned cart email that consistently receives a 20% click rate. In this article, Topo Designs explains why it's important to remind interested shoppers what you've got.
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Automated emails improve engagement and benefit your bottom line. These messages are triggered by specific customer actions, like joining a mailing list, making a purchase, or filling out a quote form. They can even be prompted by inaction—like when a customer places an item in their shopping cart but doesn't actually buy it. And although they boost business, it's a good idea to evaluate what you're sending and why. In this article, we talk to an email marketing expert about how to identify and implement the right email automation triggers.
Sometimes customers stumble upon your online store before they're ready to make a purchase. In fact, 97% of first time site visitors leave without buying anything. This is where retargeting is key. Google remarketing ads—also known as retargeting ads—bring back website visitors who left your store. These ads reach shoppers across many other channels of the web, whether they're reading an article, listening to music, or shopping somewhere else. And when you create retargeting ads in Mailchimp, we’ll automatically generate thousands of ads that display in the right place at the right time. Find out how retargeting works.
For e-commerce businesses, automations can increase sales exponentially. But with a variety of marketing automation tools at your fingertips, it can be hard to know where to begin. We evaluated the data from 150,000 businesses that use Mailchimp and determined that although tools like abandoned cart, product follow-up, and category follow-up automations are the most effective for selling more stuff, there are others that work better for boosting customer loyalty or re-engaging customers. See what works for best for meeting a variety of customer needs.
Mailchimp’s marketing automation gives you the ability to create a single email—or an email series—that sends automatically based on predetermined triggers. We evaluated data from 150,000 businesses that use Mailchimp to compare single and multiple-email automations and to learn which yields better results. Our findings showed that if your goal is to sell more stuff, opting for an automation series can help increase impressions and result in more sales. But there are interesting outliers. Use our findings and test a single email against a full series for each automation to learn which one resonates with your customers and works best for your business.
Finding new customers is exciting, but it's even better when customers return to your shop again and again. With Mailchimp's marketing automation, it's easier than ever to keep shoppers coming back for more. It all begins with your first impression, and our welcome automations help you put your best foot forward. And after a purchase is made, you can solidify their love for you with an order notification that matches the look and feel of your brand. You can even reward customer loyalty and say happy birthday. Learn how to use automations to turn new customers into old friends.
At Henry's House of Coffee in San Francisco, roasting great coffee is a family affair. In fact, co-owner Hrag Kalebjian learned the trade from his father Henry, who grew up making coffee to serve in his own father's bakery in Lebanon. Although the company now exists digitally with an e-commerce store, Hrag wanted to connect authentically with his customers. He discovered that Mailchimp's marketing automation made it possible not only to tell his story, but to really engage his customers. See how automation helps Henry's House of Coffee keep tradition alive.
For home security company Blink, success began with a 2014 Kickstarter campaign. More than 7,000 backers provided them with funding, and these backers became an engaged audience. After that, Blink used Mailchimp's powerful testing and reporting tools in combination with surveys to determine what these customers liked best. They learned that design matters just as much as content and that it's as valuable to send relationship-building emails as it is to send emails that convert. In this article, Blink tells us how optimizing their email automations has helped them sell more than 400,000 of their security products.
Research shows that only 5% of customers who visit your site add items to their cart, so how can you reach the other 95%? Product retargeting emails can help—in fact, they generate 90x more orders per contact than regular bulk campaigns. These automated emails send to subscribers who view your items, but leave your site without adding anything to their cart. The most successful product retargeting emails test for the best time, include product recommendations, identify their audience, and speak to their goal. Still not sure how to make retargeting work for you? Check out a real-world example.
When customers leave your site without buying anything, retargeting creates the awareness they need about your brand and a clear path back to your store. Ideally, retargeting is part of a long-term strategy for businesses that already have a solid following. They are particularly helpful in specific moments, like when you want to promote your best selling stuff, advertise a new collection, or feature surplus items. See how retargeting ads work around the clock to keep your brand top of mind and encourage potential customers to take the next step.
Chris Daley, founder of 1250Ships.com, wanted to spend minimal time and money on marketing, but to look like he spent a lot. Retargeting made this possible. Chris set up a Google remarketing ad in Mailchimp that brought in over $8,200 in revenue, snagged 19 first-time buyers, and led to a 3,879% ROI in its first 3 months. With this ad, he reached potential customers across the web and built his brand’s reputation. Learn how to replicate his success.
You can create a Google remarketing ad in Mailchimp with just a few clicks, but it’s important to come up with a plan for your content and budget before you get started. Your copy should give shoppers a call to action, not merely a description of what you're selling. The images you choose need to match your brand and fit the ad space, too. And you'll need to set a budget that helps you maximize conversions. There's a lot to consider, so we've rounded up a few of our users’ most successful retargeting ads to serve as inspiration.