No matter your size, consistent communication is essential for your customers. Competition is everywhere and if you don’t respond to your customers in a timely way, they will find someone who will.
Automation is helping businesses make the most of their marketing channels without the need for an expensive support team. In fact, marketing automation can drive a 14.5 per cent increase in sales productivity and a 12.2 per cent reduction in marketing overhead.
While it may sound like an expensive prospect reserved for multi-national corporations, the truth is marketing automation can be a powerful and affordable tool for small businesses.
Customers want a unique shopping experience that caters to their needs. One of the easiest ways to make customers feel appreciated after signing up to your loyalty program or after their initial purchase is with a welcome email.
This is your chance to make a great impression on new customers, so make it count. Many brands welcome newcomers with a sign-up offer. For example, Adidas welcomes new subscribers with an immediate 15 per cent discount that encourages newcomers to start shopping right away.
Depending on the nature of your business, you may follow up with onboarding materials that offer relevant information and advice. For instance, a yoga studio could outline what to wear and how to sign-up for sessions.
Celebrating Special Occasions
As your customer base grows, you can’t be expected to remember the details of hundreds, potentially thousands, of customers. Wading through documents and spreadsheets to find relevant personal data can be both long and costly.
Automation lets you stay on top of upcoming events, like birthdays, or the anniversary of someone opting into your loyalty program.
Using a sign-up form is a simple, yet effective, way of gathering important customer data that can be analysed by automated software to highlight key milestones. For example, you can send out an automated gift voucher for customer birthdays, or an exclusive offer to mark the anniversary of their first purchase from you.
Re-Engaging Lapsed Customers
Did you know that an increase in lapsed customers as small as five per cent can boost profits by up to 95 per cent? You’ve already spent money attracting them to your business, and they’ve clearly been interested by your brand in the past.
Automation can categorise customers in meaningful way allowing you to develop reactivation campaigns that appeal to them. A fantastic way of attracting past customers is by sending them a special offer based on their previous purchase history, or you may choose to offer a discount on an item that’s been sitting in their shopping cart.
80 per cent of customers are more likely to purchase from a brand that provides a personalised experience, so using automation to create custom reactivation campaigns is a no-brainer for brands.
Geo-based notifications are perfect for drawing customers to your bricks-and-mortar locations. When paired with automation, you can create a seamless and interactive experience that shoppers will love.
With geo-fencing, you can trigger certain messages to be sent to a customer when they enter a particular area. For example, if you have an offer that can only be redeemed at one location, you can send the message to your customer base likely to shop there
If you wanted to take it step further, you can send the a custom voucher when customers are near the store that’s based on their purchase history or their shopping cart to encourage a visit.
Considering three-quarters of all businesses already use at least one kind of marketing automation tool, those that don’t use automation in will fall behind. Not only will your marketing campaigns be more effective, but by choosing to automate time-consuming tasks, you’ll have more time to spend on the other important aspects of your business.
Curious about what automation can do for your small business? Get in touch with TractionNext today to find out how our all-in-one platform can transform your marketing efforts.