Marketing Automation Explained

Automation is defined as the creation and application of technology that is used to reduce human intervention. Marketing automation refers to the technologies and software used to manage processes and campaigns across a multitude of channels. 

If you want to take your marketing to the next level and for minimal effort, automation is the way to go. Automated marketing works for you in the background while you concentrate on your strategy. Imagine conveying information that is relevant to your customer, when it’s relevant, without lifting a finger. That’s essentially what automated marketing programs allow you to do. 

Automation allows you to periodically and consistently connect with your customers in a way that’s engaging. You’re never going to track every customer you have and manually send information to everyone at the right time, so let your automated software do that for you. 

Automation marketing comes in many forms. Such processes include email & sms marketing systems and scheduling applications for social media channels. 

Automated marketing offers and specials

Birthday Offers

People spend money on birthdays, fact! Such occasions call for loved ones to organise activities and purchase gifs. With a gentle reminder, you can encourage the birthday person (or the birthday person’s loved one) to: reserve a spot at your venue, buy your product or purchase a gift voucher to spend in your store.

Anniversary and Valentine’s Day Specials.

Couples love to get a little bit fancy on their anniversary or on Valentine’s Day. Hair, nails, dinner with gifts and flowers, there’s nothing like splashing out on a special day. Why not schedule an automated offer to be sent out in adequate time for your customers to make arrangements for their special day. Maybe a gift or activity designed for two. Perhaps offer a discount for a shared plate, or a complimentary drink on arrival for the couple. For gifts, offering a buy-one-get-one-free voucher, or nice customised items for couples to celebrate their love. 

Reward Point Balances and Offers 

If your business works on a point system, why not implement incentives into your automation strategy. Emails and SMS messages to notify your customers when they’ve almost reached a point goal. Remind your customers that when their goal is reached, they will receive their reward. Cotton On for example, automatically send a $10 voucher after you have spent a certain amount on your account. Receiving such offers make your customers feel genuinely rewarded. Remember though, that encouraging your customers to spend, spend, spend to reach a discount of 5% can feel a bit cheap. Make sure your offer is something your customers will want and will use. 

Abandoned Cart Reminders

Online shopping is easy with smartphones and social media. Living in our digital-driven society means there are so many options and opportunities to buy things. It is really easy however, to get distracted and not complete the sale, or have second thoughts before you complete your payment details. How many times have you filled your online cart full of things you love, only to think to yourself “I’ll come back to that later” when you have access to your credit card – but then forget.

With automation processes, you can send your potential customers a gentle reminder message, recapping over all the wonderful things they wanted to buy but abandoned at the last minute. You could even things further by offering a discount code to your potential customer. Offering a “10%” or “free shipping” code may encourage your customer to follow through with their sale.

Welcome Emails

When your customer first enters their email address into your website, or completes a newsletter sign-up form, you can set up an automated response welcoming them to your business. This is a great way to introduce interesting facts and “insider info” about your business right at the start. Even better when you can send your new customers a special offer to spend in your store or at your venue.

If you’re in hospitality, use your welcome email as an opportunity to tell your customers what you’ve implemented recently. This can be anything from your revived functions space, that you’re open for lunch, or your takeaway special meal deal. 

Booking Confirmations

Booking confirmations are pretty common, and some third party sites will send messages on your behalf. You might not know though, that some will let you customise and brand your booking confirmation emails. The obvious inclusions would be your address, contact number, website and email but you shouldn’t forget a link to your menu. Perhaps showcase your specials, too. Whereas a hotel might include check in and out procedures or a link to a “what’s on” page to help patrons plan their trip ahead of time. Including details of your venue’s future events or specials will also encourage your customers to return, even before they’ve visited.

Thank Yous & Feedback 

Automate your appreciation messages and thank your patrons for visiting. Why not ask your customers to leave a review, or ask for feedback on your service. This is one facet of business marketing we often see neglected. Sending a “thank you for visiting” email is fantastic, but it can work in your favour when you ask people to leave a review, or provide a form to give feedback so you can see what is working and what needs improvement. 

Don’t limit your requests for feedback on service and quality either. If you’re thinking of bringing back a menu special or a previously sold-out product, why not ask your customers first. Asking the opinions of the people who respect your business and spend money with you can be really helpful. They might even suggest something new. Whether you follow up after a restaurant booking, a purchase or a weekend away, the notes your customers leave are invaluable. 

How to implement your automated marketing messages

The options are endless and can all feel a bit overwhelming. Start with one automation message that best suits your business and set up a template around that. Once you’ve sent your first message, you can start on your next. You may need to try a few offers before you find one that resonates with your customers. If your first offer is not successful, that’s OK, you can try something different next time. Don’t give up when there is nothing to lose.

If you get stuck, we’re here to help. At CLS we love designing automation templates for our clients and would be happy to set up templates that resonate and engage with your customers. If you need an email marketing platform and software too, we’ve our own Creative Little Soulutions so get in touch now and let us help get you online. Get in touch today.