Three easy steps to master Marketing Automation

April 20, 2020
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Marketing automation does not have to be a big mystery. There are technologies on the market that enable you to create automated marketing processes in just a few steps. Empower your relations without programming skills.

#1. Automate Your Email Marketing

Automated e-mail processes are a good start for your marketing automation. Emails may be the first touchpoint with potential leads and are essential for the customer experience.

Create a process with precise triggers and send new users a follow-up with downloads as well as other call to action options. It is also possible to automate event management tasks like invites and registration confirmations. This way you can establish communication and increase positive customer interactions.

There are plenty of email marketing software options to choose from. Most of them offer simple drag & drop interfaces, enabling you to easily establish processes according to your goals. For example, trigger automated processes after a successful newsletter registration as well as simultaneously start your lead nurturing.

When choosing an email marketing automation software out of endless opportunities, consider some important features:

  • Easy to use drag & drop interface
  • Send emails in bulk
  • Segmentation of your contacts
  • Targeting is possible within the tool
  • A/B testing, reporting
  • Your emails shouldn’t end up in the depths of a spam folder
  • Depending on your preferences: ready-to-use-templates,
  • Depending on your budget and the size of your organization: pricing and number of accounts/contacts possible

Also, don’t forget to take GDPR (note: double-opt-in) into consideration if you’re operating in Europe!

#2. Personalize Content

Personalization creates emotions and higher customer engagement. This makes it an important marketing tool. Customer segments can include everything from contact groups to revenue or age-related key metrics. Identify your contact’s interests through data:

  • Visited landing pages
  • Preferred products
  • Clicked Links
  • Topics they are interested in

This information is used to create the next individual interaction and to personalize the content of your website and emails.


Imagine this simple scenario: You know that a segment of your contacts is interested in sports. That’s why you would illustrate your emails with pictures fitting the topic. Adjusting your marketing activities to preferences of customer segments can rapidly improve response rates and other KPIs.

Data enrichment

Enhance your data with more information from third parties, through research or cooperation with other organizations. Combining various datasets enables you to get the most out of the data you have. Supermarkets would vastly profit from not only knowing their contact’s email address, age, gender – but also their geographical location.

With this additional knowledge you can anticipate the customer’s needs and fulfill them before competitors do.

Useful recommendations

Depending on product categories, almost half of all purchases happen impulsively. Thus, inspiration along the browsing process could benefit conversion rates.

Recommendation software uses clicking, searching and buying behavior of users to suggest more matching products. We all know the typical phrase ‘other customers also bought…’. A more sophisticated software could also use machine learning to optimize recommendations.

#3. Enhance the E-commerce Experience

The most important question concerning your online shop usually revolves around: How can I offer a pleasant shopping experience? Every transaction counts! If a user visits your online shop and doesn’t complete their purchase, you miss out on an opportunity of generating value for your business. Automated marketing tools can help to prevent those situations.

Abandoned shopping cart

If a user stops the purchasing process abruptly, they may only need a gentle reminder as a nudge. Send your potential customers an automated email: Do you need help with your purchase?

Feedback form

If potential customers have not responded to various notifications, you could suggest that they fill out a feedback form. Did they just not find what they were looking for? Was a missing payment option the cause for not completing the process? These answers provide valuable insights and could improve the user experience for future potential customers.

Use Insights

Of course, there are multiple factors that influence purchasing decisions. From reviews of your products to the emotional state of mind of your customers, internal and external influences vary.

Nevertheless, pricing is almost always an issue. If people mention price as the main reason for an abandoned shopping cart, you can offer cheaper products from the segment or even a discount.

Next Steps

If you’re not sure how to start automating your marketing processes, you can reach out to a digital agency. They will accompany you from the selection of tools and methods to the implementation of new platforms. Having digital experts as partners also secures continuous optimization of your marketing strategy.

Whether you are choosing to start your journey to marketing automation with inhouse knowledge or an agency, we wish you success and – most importantly – much fun along the way!

About the author

This article was created by Irina Voehr, she works in Marketing & Communications at the digital agency Emakina CEE based in Vienna. The agency designs and produces effective, original, memorable and useful user experiences that nurture engagement.