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The dawning of the autonomous age is upon us. We\u2019re on the cusp of having self-driving cars become an everyday consumer reality, artificial intelligence (AI) and machine learning (ML) changing the way we interact with the world around us, and software that can help busy business owners increase their productivity while expanding their commercial reach and minimizing their workload.<\/span><\/p>\n For time-stretched eCommerce business owners, digital marketers, and team leaders with an overwhelming list of duties to perform on a daily basis, the ability to automate particular tasks or proficiencies can mean the difference between doing moderately well and being a roaring commercial success.<\/span><\/p>\n Presently, <\/span>67% of marketing leaders<\/span><\/a> use a marketing automation platform. Moreover, <\/span>88% of marketers<\/span><\/a> use more than one marketing automation tool on a regular basis.<\/span><\/p>\n The potential of marketing automation is great for those who embrace it – and here, we\u2019re going to explore four examples of marketing automation to inspire your own efforts. <\/span><\/p>\n But before we do, let\u2019s look at the definition of marketing automation.<\/span><\/p>\n <\/p>\n <\/p>\n At its core, marketing automation refers to the software that exists with the primary aim of automating various marketing activities. <\/span><\/p>\n A host of marketing departments need to automate repetitive tasks such as engaging in social media, sending emails, conducting <\/span>customer service interactions<\/span><\/a>, and performing other website-based duties. Marketing automation technology makes these pursuits easier and more fluent.<\/span><\/p>\n To put this technology into perspective, here are the main benefits of utilizing marketing automation as part of your business\u2019s digital strategy:<\/span><\/p>\n Now that we\u2019re up to speed with the concept of marketing automation in addition to its core benefits, let\u2019s explore our hand-picked examples of brands by using the technology to their advantage.<\/span><\/p>\n <\/p>\n <\/p>\n Despite the rise of mobile applications and the prevalence of social media, email marketing communication is still incredibly effective when it comes to connecting with prospects and promoting your brand.<\/span><\/p>\n As a matter of fact, on average, <\/span>320%<\/span><\/a> more revenue is attributed to welcome emails on a per email basis than any other form of promotional email. And, studies suggest that consumers who buy products through email spend <\/span>138% more<\/span><\/a> than those that don\u2019t receive email offers.<\/span><\/p>\n Armed with this knowledge, fashion brand Topshop set out to supercharge its online sales with a fresh welcome email initiative that offered its newest subscribers a 10% discount as well as access to exclusive members-only content.<\/span><\/p>\n Not only was this email visually pleasing, digestible, inspiring, and succinct with a clear call to action, but, through the use of marketing automation technology, the brand was also able to reach out to every new subscriber with this communication without manually sending out any welcome email. The result? A significant boost in sales in addition to increased brand awareness – the magic combination.<\/span><\/p>\n <\/p>\n <\/p>\n 45% of recipients who receive re-engagement emails actively read them. That said, if you do have subscribers on your list that have gone quiet, so to speak, branching out to them with a well-crafted incentive could provide you with a healthy return on investment.<\/span><\/p>\n To reconnect with its inactive subscribers and encourage them to engage with the brand once again, Nau Apparel used marketing automation to identify the <\/span>quiet <\/span><\/i>subscribers in its list and branch out to them with a wonderfully crafted \u2018we miss you\u2019 re-engagement email, offering an email-exclusive ‘save 20% on your next order’ discount, in addition to a similar communication that is triggered as a result of a cart shopping abandonment.<\/span><\/p>\n By having the power to trigger emails to be sent based on a subscribers\u2019 actions or lack of it, including not opening an email, not making a purchase in two months, or not clicking an email’s CTA link, it is possible to inspire repeat custom, encourage brand loyalty, and offer value on a significant scale – like Nau has done with its savvy automated re-engagement campaign.<\/span><\/p>\n <\/p>\n <\/p>\n Besides offering discounts, deals, and consumer incentives powered by marketing automation, it’s possible to showcase your value proposition, connect with your audience on a personal level, and drive loyalty by offering sharable content based on value.<\/span><\/p>\n This useful, practical, and perfectly presented piece of content served to deepen the post-purchase relationship with the brand’s customer, bestowing a relevant level of knowledge and cultivating a positive brand sentiment in the process.<\/span><\/p>\n By automatically triggering marketing emails to share the content with post-purchase customers and scheduling the <\/span>asset<\/span><\/a> at optimum times across its most engaged social media channels, the brand not only helped to increase its customer retention but also expand its brand reach exponentially.<\/span><\/p>\n <\/p>\n <\/p>\n Beyond email and social media, marketing automation is a powerful tool that can serve to enhance many aspects of a business’s commercial activities, big or small, making it more productive, more streamlined, and more intelligent in the process.<\/span><\/p>\nMarketing automation explained<\/b><\/h3>\n
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Topshop – the welcome email<\/b><\/h3>\n
Nau – re-engagement<\/b><\/h3>\n
Shuperb – the how-to guide<\/b><\/h3>\n
Jupiter Asset Management – \u00a0intelligence and personalization<\/b><\/h3>\n