How to work after sales with marketing automation? – WAU
The subject of marketing automation is very hot right now. And it doesn’t happen without reason! More and more companies are realizing that it is worth investing in a marketing automation tool to free up more time for their team. Less work with more impact – that’s the dream! Work on […]
The subject of marketing automation is very hot right now. And it doesn’t happen without reason!
More and more companies are realizing that it is worth investing in a marketing automation tool to free up more time for their team. Less work with more impact – that’s the dream!
Working with the customer relationship has never been easier.
Maintaining frequent communication with the customer is a way of working on your relationship with them and taking the opportunity to retain their users – all without spending a lot of time or investing effort.
All you need is email marketing software and its database.
But even with the majority agreeing that marketing automation offers a lot of potential for all types of brands, many online stores are at a loss as to what to do to implement marketing automation in their daily lives.
Yes, the theory is quite simple – but concrete actions can be more difficult to define.
Therefore, here are some tips that all companies can implement to take advantage of the full potential of post-sale marketing automation.
1. Marketing automation for activation
This tip is for those companies that offer a product that can be difficult to use or has many features.
The point is that when the customer buys your product, he bought it for the value of that product – and if the customer doesn’t know how to use it, then he doesn’t get the value that was promised.
The trick is to send a series of emails that will educate and guide the customer in the use of your product. The companies that most use this type of strategy with marketing automation are those that sell software: an item that requires time to learn how to use it properly.
In your brand, look for information and find out if there is a certain aspect of your product that confuses your customers, or some functionality that they don’t use – yes, they may just not need that functionality, but when in doubt, it is better to instruct them so they can enjoy everything your company has to offer.
Thus, you activate your customers, so that they use your product more and more and see that the initial value that you sold really exists and brings certain benefits to those who use it.
2. Marketing automation for customer retention
Yes, it is worth working on customer retention, as it is much easier and cheaper than gaining new customers.
For this, your brand needs to form a connection with the customer, show that there is a relationship – build a certain trust.
While this is not easy, think about how you could have a better relationship with the customer with clear and frequent communication – what does the customer have to gain? What do you have to offer?
It all seems abstract, but it’s actually quite simple. Check out some practical examples:
Keep the customer well informed about where the purchase is made
Certain tools call this type of trigger for firing “update firing”.
We are all anxious when we buy something online – it is natural to want to know where the purchase is and how much longer it will take to arrive. Take advantage of the fact that marketing automation is easy and inform the customer with each new stage of the product journey.
An email when the product is packaged and ready to be shipped. Another email when the product is shipped. One more email just before delivery.
The vast majority of customers prefer to be informed of delivery – so they can schedule themselves and have someone at home to receive the product.
Offer discounts or coupons
Make good use of special dates, such as holidays and birthdays.
Offering something to help the customer celebrate a special date is always a good initiative – in this way, you are not only working on your relationship with the customer, but effectively encouraging your company’s sales.
Keep the customer on top of the latest in the company
This is done by the vast majority of companies that do content marketing.
What you need to do is information that has some kind of value to the customer.
This value can be informing the customer about a new product that he may like or an industry news that will affect your company.
The important thing is that you don’t send emails with things that are not directly related to your brand or the customer.
3. Marketing automation for cross-selling
Yes, it’s exciting to send messages to your customers with other items in the hope that they’ll buy again.
But for you to be able to cross-sell with marketing automation there is a crucial factor: the segmentation.
Everything will depend on how much information you have about your customers and how you can use that information to divide customers into small groups of people who are more or less similar to each other.
With that, you can program the marketing automation tool to send emails according to the customer’s behavior in the past.
More specifically for an online store, some indicators of how to divide your customers can be:
- Clothing size (especially useful for stores that sell extra large or extra small clothing)
- Style / color choice (office wear or beach wear?)
- Type of clothing (is it a woman who loves to wear dresses and never pants? Or a man who only wears pants and never shorts?)
Another way to find additional items to show the customer is to view items purchased in the past and find items complementary.
A practical example would be a company that sells electronics accessories: if a person bought a fun iPhone case with flamingos, they may have a high chance of becoming interested in headphones that match their new phone case.
4. Marketing automation for referrals
Finding a way to work after sales and at the same time getting new customers can be incredibly difficult for any company.
But fortunately, there is a way to do both with marketing automation: referrals from customers to their friends.
The key is to identify the customers who interact with your company, the people who like your product and your brand.
Among your customers, these people can be those who leave comments or reviews, those who are loyal and always come back to buy more, or those who share their posts on social networks.
Once you find a metric to decide which customers interact most, program your tool to send emails asking friends for recommendations.
A simple email offering a 10% discount to any friend who received the recommendation and soon made a purchase can bring many new customers at an extremely low cost.
Ultimately, marketing automation systems can make all the difference in your customer’s shopping experience. What’s up? Are you ready to implement these tips and offer even more value to your customers?
This content was produced by Mailify.