Marketers may streamline procedures via marketing automation. Many of these solutions need forethought and time. By making simple modifications to your marketing automation program, your marketing organization can see immediate gains. Starting them is easy, and they can benefit your business.
- Update welcome emails
Clients and subscribers receive welcome emails when they join your program. Make sure your email strategy includes a welcome email. If so, present yourself well.
In a MarTech Conference talk, Simple Strat founder Ali Schwanke said welcome emails are a chance to establish yourself as a company and brand. “It really needs to be about the email recipient.”
Without a welcome email, many clients may be confused. Schwanke stated that welcome emails open 85% more than other emails. “You don’t want to miss this chance to make a good impression and underscore that value.”
- Meeting reminders help
We use meeting reminders to switch Zoom calls during a hectic day. Customers, prospects, and colleagues benefit from them. They also help B2B customers prepare for key calls. Include a call agenda in your meeting reminder. If your consumer or prospect has business demands, you can offer multiple agendas.
Schwanke suggested giving customers more control over the agenda to reduce no-shows and last-minute cancellations.
- Want specific feedback?
Post-purchase messages asking about the buying experience are common. Many surveys are overly long and wide. Customize your feedback request to benefit your customer and sales support team.
Schwanke added, “We live in a world now where everybody knows, oh gosh, you’re going to ask me how my experience was every single time. Instead, then inquire about the experience. Ask about our account manager’s interaction because the sales team may not know how the account manager understood what was given over from a sales perspective.”
This feedback should be tracked in your marketing automation program to take the next step.
- Make events personalized
Marketers usually contact customers on their birthdays. Schwake suggests deeper messages to serve clients better. She stated, “When you track things that are important to your customer, it goes beyond that birthday.” Delight your consumers. Think about what to ask and when to get extra information to surprise and please them.
A corporate anniversary or industry day could be a noteworthy date.
According to Schwanke, National Dog Day is a good time to send out a request for pet photos from clients with dogs. “All of this is ‘automated,’ but it creates that shared experience with your customer, which is brand goodwill.”
- Send no-show reminders
Failure to attend a meeting by a customer is not fatal. A personal event or unexpected dispute may have prevented the prospect from exhibiting.
Automation is better for resolving issues and resuming services. Create an email trigger that automatically follows up on meeting cancellations. The prospect may have cold feet, so you’re not wasting time.
Use automation to stay ahead of them to ensure it happens when needed, said Schwanke.