Have You Taken Advantage of Marketing Automation?
Marketing Automation is Advancing
Marketing Automation is a growing field and the goal of it is both to gather user-specific data and to help you construct media that applies to them and their stage of the buying funnel.
So, for example, it gathers all relevant contact data. But it also collects responses such as email opens and clicks and an array of past interactions.
It then usually includes email design, list stratification and landing page tools. This is so that you can tailor to individuals at different stages of becomming customers from leads.
So Many Creative Options
For example, it could allow you to generate location specific emails, or even landing pages they go to from those emails. You could personalise landing pages to their town. It also channels information for off line activity such as mail shot and phone engagements.
Once a person has added an item to a cart, you can target those users with specific emails to motivate them to purchase.
The possibilities are endless with these platforms. Some research suggests personalised marketing using these techniques increases conversion rate, and average order size by around 50%.
These certainly are not small gains.
The landing page building tools are increasingly sophisticated and creating personalisation in these vital parts of your online activity can really help you go further.
Another typical feature of MA platforms is reporting tools which help you see both at an overall level and the activity of individual contacts historically.
But as with anything the value comes from bringing all these tools together. You will need to think about the customers points of view. And, you need to have some insight as to what steps are harming your conversions. MA tools should help you to understand that a bit better.