The use of automation tools has a significant impact on marketing activities. Nowadays, virtually all companies use marketing activities, but you can not think that this is enough to reach potential customers. You need to reach them at the right time and in the middle that best suits them.

But what actually is marketing automation? And what belongs to it?

Delivery and processing of data on users, group segmentation and automatic and dynamic sending of custom correspondence or marketing content. We use the Internet every day, but don’t really know how many tracks we leave behind. Companies and websites collect data based on what we visit, links we click, and how long we stay on each page. Among the many features of digital marketing, you can build an ever closer relationship with your customer.
But you may wonder how this is possible. Any movement made on a site can be recorded using cookies. With our own IP address it is possible to connect various activities of a particular user. Thus, the data is collected and analyzed, which ultimately communicates easily with everyone who interacts with the brand. Adjusting communication increases effectiveness and has a positive impact on marketing campaigns with the opening rate. Some of the campaigns can be run with automatic shipments. For example, you can warn the customer 15 days before their birthday, which has published an exclusive discount. This automation is dynamic, which means that there are different forms of messages. MA tools collect data and with it you can create specific content for your customer, i.e. tailored content.

What is important in marketing automation?

For example, by scoring, you classify recipients based on how often they access and purchase from your website. You can send pre-configured automatic messages customized to customers who perform a specific action on your website. For example, the more familiar the customer is with the subject, the more likely he is to buy. This is why the automation tool is so important, as it facilitates interaction and promotes greater interest in the products on offer.

How does it work?

All visits/movements on a website result in a numerical value that is accompanied and registered in the system. If the accession number is high, the user can be a consumer of your brand. In this case, the contact with the potential customer should be positive. On the other hand, the user who hasn’t accessed as often should have a stronger communication operation to build a relationship and further strengthen their brand. If the customer has a stable score over a period of time, you can also conclude that you have lost or will lose a customer. In this case, more direct and specific communication is needed to motivate the customer to return. To be successful, you need to reach your customers through different communication channels. As we have seen above, it is possible to customize for each customer, which facilitates interaction, as each user receives the information based on collected data. For example, you can send a special discount to a customer who left some selected products in the virtual basket without making the purchase. Such actions can increase the sale of products.

eBakery is here for you

Automation tools save time and labor when customized and updated, i.e. a great investment. The eBakery is happy to help you when it comes to email marketing or even performance marketing. Contact us via the contact form.

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Do you have questions or need an individual offer? Do not hesitate to contact us. We are at your side as a performance marketing agency.