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How to Use Marketing Automation in Enhancing Customer Journey

Digital marketing and automation go hand in hand these days. Automation, in fact, has changed the way how marketing is done. We can see a change at every stage of the customer’s journey because of automation.

Marketing automation tools are used to automate any tedious, manual tasks. For example, we can use social media marketing to inform a customer and combine that with email marketing to educate the customer. Marketing automation in the customer journey can also help in identifying when a customer is ready to buy. We can then again use email marketing to provide them with the exact information that they need to complete their purchase.

Using automation to enhance the customer journey

1. Product and content recommendations

Personalization has become a necessity for brands these days. Almost every user expects a personalized experience from an online store. Today retailers use recommendation engines that are programmed to provide personalized product recommendations to the customers.

Once you know what kind of products a customer likes or looks for on your website, you can send them personalized recommendations based on their preferences. This will encourage them to buy more products from your site.

2. Personalized email marketing

Automated email marketing is one thing, but sending automated personalized emails to your current or potential customers is what makes all the difference. Earlier brands used a customer lifecycle platform to segment customers so that they can send segmented emails to the customers. Today, brands need personalization to inject a soul into this automated chain of emails.

Some brands use personalization in the email subject line while others include conditional text in the body of the email based on the preferences/situation/demographics of the customer.

Some of the ways to personalize emails are:

●     First and last names of the customer/lead

●     The date of their subscription

●     Their location and the weather in their location

●     Their ethnic identity

●     Their age

●     Their gender

3. Send triggered emails to humanize the customer journey

A triggered email is the one that is sent based on the action of the customer. For instance, an email that tells them that their reward points are expiring next month, or an email that reminds them of their abandoned shopping cart. You can even send a triggered email when a customer makes some changes in their profile such as a change in password, profile picture, contact number, etc.

Triggered emails can be intriguing and can keep the communication going. Their language is different from the same old automated emails which are why they are preferred by many customers.

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