Post by habiba123820 on Nov 2, 2024 4:24:10 GMT
At a time when Internet users are more than ever solicited and confronted with advertising that they do not consider to be relevant due to a lack of personalization and high repetition of messages, new marketing tools are emerging to respond to the rise of adblockers and offer relevant messages. This is particularly the case of marketing automation, which is increasingly used by companies to meet the new expectations of Internet users who are now more receptive to messages addressed to them personally.
What is marketing automation?
Marketing automation in a few words
Marketing automation, also called automated marketing, refers to practices by which a marketing action (mailing, emailing, phone call, etc.) is automatically triggered when a customer or prospect takes a specific wordpress web design agency action or when an event occurs. When we talk about marketing automation in the field of emailing, we are confronted with the notions of trigger marketing, scenarios and autoresponders which are an integral part of this practice.
To do this, automated marketing relies on the construction of campaign scenarios that will be different depending on the objective. It will allow you to address customers in a personalized way based on the information held in the contact list and the customer's behavior.
Why use marketing automation?
Advantages over traditional email marketing
1. Save time and increase productivity: Using a marketing automation tool saves time on preparing email campaigns by establishing an automated scenario once that will then work autonomously. This optimizes productivity by focusing on the design, analysis, reflection and optimization phases of campaigns that require human intervention.
2. Build customer loyalty: Automated marketing allows for better customer interaction and can be used to send relational mailings. It will show the customer that they are important to the company and create a long-term relationship with them by scheduling regular interactions.
3. Increase revenue: An automation tool has a positive effect on performance. Sending targeted automatic emails contributes to increasing the sum of expected profits over the customer's lifetime (customer lifetime value). This will result in an increase in the purchase frequency and the average basket. That's not all, it also allows an increase in the conversion rate and a significantly higher repeat purchase rate.
Some figures on automated email marketing
Marketing automation is proving to be particularly effective compared to email marketing. Indeed, for 64% of Internet users*, trigger marketing messages are more interesting to read than those present in mass campaigns.
Furthermore, as the figures below show in a B to C context, automated emailing campaigns are effective and generate very good results:
41% average opening rate**
6% average conversion rate**
19% of consumers return to the site after receiving a personalized birthday email**
Following the sending of loyalty-type relational emails, 33% of customers make a new purchase on the site**
Some examples of automatic emails:
The welcome email
The welcome email is a must. It is sent immediately after registration or creation of an account. It is the first point of contact with the company: it will mark the beginning of the relationship with the customer and show him a preview of the future messages he will receive from you.
What is marketing automation?
Marketing automation in a few words
Marketing automation, also called automated marketing, refers to practices by which a marketing action (mailing, emailing, phone call, etc.) is automatically triggered when a customer or prospect takes a specific wordpress web design agency action or when an event occurs. When we talk about marketing automation in the field of emailing, we are confronted with the notions of trigger marketing, scenarios and autoresponders which are an integral part of this practice.
To do this, automated marketing relies on the construction of campaign scenarios that will be different depending on the objective. It will allow you to address customers in a personalized way based on the information held in the contact list and the customer's behavior.
Why use marketing automation?
Advantages over traditional email marketing
1. Save time and increase productivity: Using a marketing automation tool saves time on preparing email campaigns by establishing an automated scenario once that will then work autonomously. This optimizes productivity by focusing on the design, analysis, reflection and optimization phases of campaigns that require human intervention.
2. Build customer loyalty: Automated marketing allows for better customer interaction and can be used to send relational mailings. It will show the customer that they are important to the company and create a long-term relationship with them by scheduling regular interactions.
3. Increase revenue: An automation tool has a positive effect on performance. Sending targeted automatic emails contributes to increasing the sum of expected profits over the customer's lifetime (customer lifetime value). This will result in an increase in the purchase frequency and the average basket. That's not all, it also allows an increase in the conversion rate and a significantly higher repeat purchase rate.
Some figures on automated email marketing
Marketing automation is proving to be particularly effective compared to email marketing. Indeed, for 64% of Internet users*, trigger marketing messages are more interesting to read than those present in mass campaigns.
Furthermore, as the figures below show in a B to C context, automated emailing campaigns are effective and generate very good results:
41% average opening rate**
6% average conversion rate**
19% of consumers return to the site after receiving a personalized birthday email**
Following the sending of loyalty-type relational emails, 33% of customers make a new purchase on the site**
Some examples of automatic emails:
The welcome email
The welcome email is a must. It is sent immediately after registration or creation of an account. It is the first point of contact with the company: it will mark the beginning of the relationship with the customer and show him a preview of the future messages he will receive from you.