Home » 11 Best Examples of B2C Marketing Automation

11 Best Examples of B2C Marketing Automation

Lindsay Tjepkema
Lindsay Tjepkema , Global Head of Content , Emarsys

Marketing automation is proven to increase leads, conversions, and, therefore, revenue. This technology can boost sales productivity by as much as 14.5%, and reduce marketing overheads more than 12.2%. It’s no wonder investment in B2C technology is going through the roof.

Even so, many companies are still not using these solutions to their full potential. Because of that, maximum revenue potential is often not reached. Below, find eleven examples of how to use marketing automation technology to best engage customers.

1. Welcome Programs

After a customer registers, automate the onboarding practices. Send a welcome email to customers who sign up for the company newsletter or create an account. Let them know what they can expect to receive from the brand, showing them more about the brand identity, and, of course, encourage them to start shopping.

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2. Repurchase Programs

Through engaging automated post-purchase programs, brands can quickly gather customer feedback and cross-sell. Ask customers how they would rate their recent transactions as well as give them the opportunity to leave a review, share a photo, or purchase personalized product recommendations based on their previous orders.

3. Reminder Programs

If someone opened the first email but didn’t click through, send a reminder and potentially include an offer to help sweeten the deal. If someone hasn’t shopped a sale yet, be sure to send a reminder to take advantage of any free shipping or other exclusive offer before it ends.

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4. Multichannel Programs

Combine email, text or mobile messages, and social ads into a single, cohesive campaign without blasting the same message at the same time across all channels. Plan and time the different campaigns together to maximize a brand’s reach without spamming customers with the same content channel after channel. WhatsApp is one of the most highly utilized platforms in Singapore. Using it within a larger multichannel program could provide heightened mobile visibility to a brand’s content.

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5. Winback Programs

After a set period of inactivity, target customers to win them back. If someone hasn’t visited a site, logged in, or purchased recently, send them an email telling them how much you miss them and recommend some products they would likely enjoy. Or let them know about the latest brand news since their last visit. If they’ve left something in the cart, set up an abandoned cart reminder. Include other product recommendations in case what was left wasn’t exactly what they were looking to purchase.  abandoncart_birchbox

6. Treatment Programs

Construct multiple branches within the same program to engage with individuals based on buyer status. Share exclusive offers with the most frequent buyers first or give a bigger discount to someone who may be on the fence about buying.

7. A/B Split Testing

Continuously improve the quality of digital campaigns by using control groups to experiment with new ideas. Test different free shipping thresholds or other offers to find the best incentives for each customer. Try to test only one thing at a time to reduce variables.

8. One-off, Multistep Campaigns

For multistep campaigns, set up a one-time mailing series during the build-up to a big event. Is the biggest sale of the year coming up? Or is the goal to build the excitement around an exclusive offer coming soon? Let customers know it’s around the corner. Ask them to opt into the brand’s SMS program or follow the brand on social media on Facebook for more announcements.ComingSoon_Batman

9. Transactional Programs

Automatically send communications triggered by customer activities such as registrations, purchases or any external API call. In the purchase confirmation emails, consider including links to personalized suggestions, share buttons, or other calls to actions to get feedback, have them share, or promote items for them to purchase. Use emails to keep customers interacting with the brand.

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10. Retargeting Programs

Create retargeting programs triggered by abandoned carts and sessions. Currently, 75% of the total population of Singapore use YouTube, followed by 72% who use Facebook. If someone leave the brand site without purchasing, retarget them with social ads on Facebook or YouTube to bring them back to the site.

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11. Measure Success

Build in key success metrics to the program and then analyse the performance by looking at conversion rates. Before the marketing team even starts a new campaign or program, set the desired objective and determine measurable goals.

Final Thoughts

While there are many ways that marketers can leverage automation technology to better engage their customers, these are just a few. Feel free to share any additional tactics in the comments below.

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