Using marketing automation to improve customer experience

Using marketing automation to improve customer experience

Email marketing has changed and the focus has very much shifted from quantity to quality. In the era of personalisation sending generalised mass emails to your whole database doesn’t work. However, with advanced marketing automation tools you can easily personalise your email marketing to nurture leads, cross-sell to existing buyers, and develop a customer experience that keeps them coming back time after time.

Upselling & cross selling with marketing automation

It’s easier to sell to an existing customer than it is to a new customer. In fact, statistics show that the probability of an existing customer buying again is 60-70% compared to 5-20% for people that have never bought. With this in mind, it makes sense to keep your past and existing customers engaged and encourage them to buy from you again.

Tracking your customer’s buying habits through your CRM system means you can email them with relevant offers and new services or products. Automate regular emails to ensure you’re at their fingertips when the time comes to make another purchase.

Real-time personalisation

Using a creative mixture of email and CRM tools, you can personalise your marketing activities to meet your customers right when they show an interest in your business. For example, send out brochures or other marketing materials as soon as they’re requested using smart email automation. You can also automate other activities such as scheduling phone calls or gathering feedback.

Nurture your leads with marketing automation

Marketing automation is the perfect tool for lead nurturing. With the amount of communication we’re bombarded with each day it’s hard to keep track of which businesses we’ve interacted with and why. Keeping in touch with leads and contacts after they’ve been in touch is a great way to remind them of who you are and how you can help solve their problems.

Allow your customers to tailor their own experience

Respecting your customers communication preferences goes a long way to building trust in your brand. Using email marketing automation, you can allow your contacts to opt in or out of different communications, for example, allow them to choose to receive sales emails or contact by telephone. Giving your customers this freedom to choose what type of contact they want from you will go a long way to building trust in your business.

How can we help?

We’re Act! CRM and Marketing automation experts, providing everything from Act! software licenses, to training and consultation. We can help you build you tailor your CRM software and develop your marketing automation processes. We also offer an outsourced marketing service where we can design your email templates and other marketing materials for you.

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