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How to automate marketing processes and reduce costs by 50%?

Do you see that your existing marketing activities are consuming too much money? Do you have a base with many contacts, but ads are only clicked by individuals? Or are you simply looking for tools to make marketing easier for your company? Marketing Automation is just for you! In this article, you’ll find tips and tricks on how to get down to automating your marketing processes to reduce costs and attract more customers.

Is MA for my company?

Marketing Automation is useful for both a multinational corporation and a small family business. First of all, it’s needed for companies that have many customers and a diverse range of products, but also want to save time on manually creating and sending messages and ads. Marketing Automation helps you communicate with your audience through different channels, and iPresso offers Context-based Marketing Automation, which means activities embedded in the entire context of a potential customer.

Why can Marketing Automation reduce costs by up to 50%?

Imagine that you send messages advertising your latest product to a million recipients. Because it’s a limited edition, it’s minimally more expensive than most existing merchandise, so only a thousand users decide to buy it. You then implement MA and set the emails to be sent only to people who buy luxury products from you, as well as to regular customers. Due to segmentation, five thousand recipients receive the emails. Because the messages are personalized, each of them feels special, and product recommendations further encourage them to buy. Two thousand people buy the products. Despite spending a lot less on the advertising campaign, sales were able to increase, and in addition, customers were eager to select other products in the store based on those recommended in the message. This will probably seem strange to you at first, but after all, this is what Marketing Automation was created for. It’s easy to see that sending messages to all contacts in the database is generally not very effective, and quickly burns through the budget. What’s more, there is an increasing risk that the recipient will mark messages from you as SPAM, especially if he or she was looking for products from a completely different category than the ones being advertised. As you can see, implementing Marketing Automation has real benefits for both the company and the customer.

How to automate marketing to see results?

Of course, just implementing Marketing Automation won’t do anything and the expenses will still be the same if you don’t use different tools and make the changes and integrations needed to make the system work properly. Segmentation won’t be needed if you set up all dispatches for all audiences anyway, and content personalization won’t make sense if you only want to advertise one product anyway, and it’s supposed to display even to a person who has no desire to buy it. Marketing Automation will make you get rid of your current outdated habits, but if you want to reduce the budget spent on ads and not lose interest in the process, you will have to accept such changes. There are a few important things to keep in mind when implementing Marketing Automation:

Create a contact base

It’s obvious that you need to have recipients to whom you will send messages. When creating a base and getting data from customers, you should take care that they consent to marketing communications, as this is mandatory, if only for legal issues. The information obtained will allow you to segment your audience and send messages only to selected segments. Remember to keep your database in order, and if you see contacts who have not interacted with your company for several years, it is better to remove them from the database.

Choose the communication channel preferred by the recipient

It is a common mistake for companies to assume that the form of communication with the customer is not important. In reality, some users do not use a particular communication channel, or use it so infrequently that a message from you will be lost by that time in the clutter of other notifications. There are people who never part with their cell phone and read an SMS within seconds. Others prefer to communicate via WhatsApp, for example, where they can interact and express their interest in a particular topic in a simple way. In addition to choosing the right communication channel, it’s worth implementing an omnichannel strategy in your company, which involves delivering the same content regardless of which communication channel it is delivered through.

Planning recurring mailings

There are many things that should get your attention, but there are also those that will trigger without your effort. Marketing Automation allows you to create various scenarios that will automatically trigger an action whenever a contact meets certain conditions, and with a campaign planner you can schedule actions that will take place both on a one-time basis and also on a recurring basis. An action that takes place every year? From now on you don’t have to remember about it!

Integration with other tools

Without integrating iPresso with the applications your company already uses (such as CRM), there may be a discrepancy in the data. All it takes is for a particular person to opt out of giving permission to send marketing messages, and without a properly done integration, he or she will continue to appear in the CRM as the recipient to whom ads should be sent. With the ability to integrate with multiple applications and tools, you will always be sure that your recipients’ information is up to date. In addition, in iPresso you can process customer data through a specially designed advanced platform – CDP. Customer Data Platform allows you to track contact activity from various sources, and collect all necessary data in one place in a transparent way.

Summary

Marketing Automation can reduce the costs associated with marketing campaigns by up to 50%. Accurate segmentation and precise targeting ensure that messages are sent only to those interested in a particular offer, and you don’t burn through your budget.

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