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4 Aspects to consider in using a Marketing Automation tool

Posted by Alejandro Durán on 2/13/20 12:05 PM


To succeed, you need to know everything you can about your customers. But knowing is one thing and harnessing that knowledge is another.

Collecting and analyzing customer data helps companies understand how customers make decisions about a particular product or service.

It's time to confront this new reality of marketing and adapt to new methods and strategies.

The good news is that the tools to turn leads into regular customers, such as Marketing Automation, are already accessible to businesses of any size.

Here are 4 things to consider in using a Marketing Automation tool

1. Customer data

Today it is a great challenge to collect data, due to the risk of getting false or misleading results. The poor quality of email databases results in huge losses, resulting in ineffective marketing campaigns.

The central thing when creating a customer database is not just collecting them. The key is that it is high-quality data, that is, real and up-to-date information that allows you to create relevant campaigns and target them accurately.

Make sure your contact forms are as simple as possible. An extensive form with many fields requesting personal data often frightens visitors to the page. Be sure to include a description of each form field so that the user understands it and delivers exactly the information that is requested.

Make it clear why you're requesting data and what you'll use it for. One of the most common reasons people lie about filling out registration forms is the fear of receiving tons of unwanted calls and messages trying to sell them something.

Marketing Automation systems not only allow you to set up a faster and easier way to communicate with customers, but also collect data about them.

Users of Marketing Automation systems gain access to a wealth of data and reports on:

  • Customer behavior on their websites
  • Customer shares during the purchase process
  • Using mobile apps
  • Interactions with communication channels at all stages.

Unfortunately, many marketing professionals do not know how to leverage this data to create a communication path with certain lead groups.

Proper use of the collected data should be part of the Marketing Automation system implementation process.

2. Strategy

Here we want to specifically cover the Optimal Frequency of Communications.

You may hear completely contradictory claims about how often to send messages more appropriately, and this is not surprising, as customer preferences vary from company to company. It's hard to find the right balance and please everyone from the start, but there are some tips you can follow to find the best middle ground between too much and too insufficient:

Ask subscribers how often they would like to receive messages from your company. You can do so at the time they register, as well as when they wish to unsubscribe, encouraging them to remain on their contact list, if they indicate the shipping frequency they would be willing to accept. The drawback of this solution is that you will need to prepare specific content for each subscription variant.

Look at different factors related to sending a message and test different assumptions that arise from your results. You can analyze different metrics and circumstances, including time (time, day of the week, holidays), device (mobile or desktop), location (in proximity marketing), and other nontrivial variables.

Reduce the frequency of sending to low-participation subscribers. Automation will allow you to simply configure the necessary rules; all you need is to create a scenario for particular customer segments.

3. Content

Content is king, automation is the queen.

Omnichannel, automation, email marketing and other promotional activities are part of a complex concept: content marketing. Most companies are very committed to it, which only does show how much attention you should pay to your marketing content, both in quantity and quality.

Marketing Automation has become an important part of content marketing: analytical tools and automation platforms are among the top four types of software used for content marketing.

However, as you know, all of this doesn't make sense without high-quality, consistent, and easy-to-use content.

Tips for a content strategy

Put yourself in the customer's shoes when writing a marketing message. Many aspects of it may seem obvious to you, but not to your customers. Be sure to use customers' language and thinking in their marketing communication.

Make the value of the content clear from the start. Always anticipate the content of the message and the benefits it can bring.

People are visual beings, don't let them down in that regard. Your message should look attractive and professional, including your brand's visual identity (logo, colors, design style).

Exclusive content fuels user engagement. Be sure to give your subscribers something that isn't available anywhere else, such as featured items, special promotions, etc. This helps convince them that they benefit from receiving content from your business.

4. Individual approach

The key to campaign success is direct, personalized communication, not generic messages sent to everyone.

Today's subscribers have higher expectations that need to be met if you want to keep them interested and engaged. It is important not to send the same message to everyone in your contact base, as each subscriber has their own customer profile and participation history.

Make sure customers see and receive content tailored not only to obvious demographic factors, but also to their purchasing and browsing behavior.

Your message can contain a universal item, which will be viewed by all your subscribers, and a dynamic section, which will be different depending on who the recipient is.

To give them the feeling that messages have been created taking into account their needs and preferences will result in greater engagement.

Combining automation and dynamic content (that is, one that shows each user different elements of the website, based on the data that was obtained above) works great.

MasterBase® and Marketing Automation

In an eBook released a few months ago, we explained how to work on true 1-1 personalization, thanks to a solution capable of identifying the customer as an individual and triggering the sending of a message in a matter of seconds, always taking into account all of their purchases and behavior.

At MasterBase® we have focused on a 1 to 1 personalization that is achieved by leveraging all the knowledge acquired to offer each individual meaningful interactions, at any time and across all points of contact.

Beyond Traditional Marketing Automation

At MasterBase® we are not only committed to automating processes to generate better communications aimed at similar groups of contacts through workflows or workflows, which is how it is usually characterized by a traditional Marketing tool Automation.

Our commitment is to maximize the effectiveness of our communications by developing highly relevant messages that deliver value and get contacts to execute the desired action. This is what we call a true 1-to-1 personalization.

At MasterBase® Marketing Automation is made up of different functionalities that allow you to automate processes to send both segmented and highly personalized 1 to 1 communications.


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Tags: Marketing Automation