In the competitive world of industrial B2B, staying ahead requires leveraging every available automation tool. This article is crafted for business owners, operations managers, and marketing teams eager to streamline their marketing efforts and gain a competitive edge.
We’ll explore real-life marketing automation examples, showcasing how marketing automation software can enhance efficiency and boost customer engagement. Discover practical automation strategies that can save time on repetitive marketing tasks, personalize customer interactions, and ultimately drive better results.
By the end of this article, you’ll have a clear understanding of best practices and how to implement these examples to elevate your marketing game.
Key Takeaways:
- Enhance your marketing efficiency and engagement with strategic automation.
- Personalize customer interactions through automated welcome emails and audience segmentation.
- Boost lead nurturing and conversions with win-back programs and content drip campaigns.
- Drive customer loyalty and satisfaction with automated transactional emails and special occasion notifications.
- Keep your target audience informed and engaged with seamless event marketing and real-time notifications.
15 Marketing Automation Examples
Welcome Emails
Welcome emails are the first messages new subscribers receive after signing up for your newsletter or services.
Customers expect them: 74% of email subscribers expect to receive a welcome email just after subscribing to a new newsletter. This alone should make it a fundamental part of your email marketing strategy.
When to Use
Welcome emails should be sent immediately after a new subscriber joins your mailing list. They are perfect for introducing your brand, setting expectations, and guiding new subscribers through the next steps.
They help in making a strong first impression and encourage further interaction.
Example of Welcome Email Automation
A great example of a welcome email is Stripo’s “The Information Scavenger” email. This email effectively welcomes new subscribers, provides essential information about the brand, and includes a clear call-to-action.
It engages subscribers by guiding them on how to use the resources available, setting the stage for a positive relationship right from the start.
Audience Segmentation Automation
Audience segmentation automation involves dividing your email list into smaller, more targeted groups based on specific criteria. This allows for personalized and relevant communication with different segments of your audience. Segmentation helps in addressing the unique needs and preferences of each group, enhancing engagement and effectiveness.
When to Use
Use audience segmentation automation when you need to tailor your marketing messages to different groups within your audience. This is particularly useful for sending relevant content based on demographics, behavior, purchase history, or geographic location. By segmenting your audience, you ensure each segment receives the most appropriate and engaging content.
Example of Segmentation Automation
A practical example of audience segmentation is geographic segmentation. This involves categorizing your audience based on their location to deliver region-specific content and offers.
For instance, a company might promote a special event only to subscribers in a particular area.
According to VIB’s guide on B2B customer segmentation, geographic segmentation can significantly enhance the relevance and impact of your marketing efforts, ensuring that your messages resonate with the specific needs of each regional audience.
Win-Back Programs
Win-back programs are designed to re-engage inactive or lost customers through targeted marketing efforts. These programs often use automated email series to reconnect with customers who haven’t interacted with your brand for a while.
According to GrowthLoop, 71% of customers expect personalized brand interactions, and 76% get frustrated when this doesn’t happen. Therefore, win-back programs must be personalized to be effective.
When to Use
Win-back programs should be implemented when you notice a segment of your customer base becoming inactive or unresponsive. They are particularly useful for reminding customers of the value your products or services offer, offering incentives to return, and re-establishing the relationship. These programs can help reduce churn and increase customer lifetime value.
Example of Win-Back Program Automation
An excellent example of a win-back program is an automated win-back email series. ActiveCampaign outlines how these email series can effectively re-engage lapsed customers.
For instance, the first email might remind the customer of their past interactions with your brand, the second could offer a special discount or incentive, and the third might highlight new products or services they might be interested in. By systematically reaching out to inactive customers, you can reignite their interest and bring them back to your brand.
Downloadable Content Drip Campaigns
Downloadable content drip campaigns involve sending a series of automated emails that provide valuable content to your subscribers over time. These campaigns are designed to nurture leads by gradually offering helpful resources like eBooks, whitepapers, or case studies.
Adobe research found that B2B companies that run drip campaigns generate 50% more sales-qualified leads at a 33% lower lead cost, highlighting their effectiveness.
When to Use
Downloadable content drip campaigns are ideal when you want to educate and engage your audience over an extended period. They work well for complex products or services requiring more in-depth understanding before making a purchase decision.
Use these campaigns to keep your audience engaged and informed, guiding them through the buyer’s journey with valuable insights and information.
Example of Content Drip Automation
A prime example of a successful downloadable content drip campaign is Jaspersoft’s approach. According to Wishpond, Jaspersoft implemented a drip campaign that sent emails offering valuable content, such as technical guides and case studies.
This email marketing automation strategy helped them nurture leads by providing consistent, relevant information, ultimately leading to higher engagement and conversions. By systematically delivering useful content, Jaspersoft found a great way to build trust and move prospects closer to making a purchase.
Lead Magnet Promotion and Follow-up Automation
Lead magnet promotion and follow-up automation involve offering a valuable resource, such as an eBook or case study, in exchange for a visitor’s contact information.
This approach aids in lead generation by building your email list and nurturing leads. Follow-up automation ensures that once a lead magnet is downloaded, the prospect receives emails to further engage and convert them.
When to Use
Use lead magnet promotion and follow-up automation to grow your email list and establish initial contact with potential customers. This is especially effective for capturing new leads who are at the top of the funnel and need more information before purchasing. Follow-up emails can guide them through the buying process, offer additional resources, and encourage further interaction with your brand.
Example of Lead Magnet Automation
GrowSurf’s case studies exemplify how effective lead magnet promotion and follow-up automation can be. GrowSurf offers in-depth case studies as lead magnets, which attract potential customers interested in detailed success stories.
Once a case study is downloaded, an automated follow-up sequence is triggered, sending additional related content and insights. This approach not only engages the prospect but also builds credibility and trust, gradually moving them closer to a decision. By providing continuous value through automated follow-ups, GrowSurf ensures that leads remain engaged and are more likely to convert.
Abandoned Shopping Cart Emails
Abandoned shopping cart emails are automated messages sent to customers who have added items to their online cart but left the site without completing the purchase. These emails remind customers of the items they left behind and encourage them to return and complete their purchase.
When to Use
Abandoned shopping cart emails should be used whenever a customer leaves items in their cart without checking out. These emails are crucial for recovering potentially lost sales and can be sent shortly after the abandonment, followed by a series of reminders. This automation helps nudge customers to finalize their purchase by addressing any hesitation they might have had.
Example of Abandoned Cart Email Automation
A successful example of this automation is using a clear call-to-action in abandoned cart emails. ActiveCampaign outlines that a well-crafted abandoned cart email includes a strong call-to-action, reminding customers of the products left behind and providing a direct link to their cart.
Customer Surveys
Customer surveys are automated tools used to gather customer feedback about their experiences with your products or services. These surveys can provide valuable insights into customer satisfaction, preferences, and areas for improvement. You can efficiently collect and analyze feedback to enhance your offerings and customer service with an automated process.
When to Use
Customer surveys should be used at various points in the customer journey to gather timely and relevant feedback. They are particularly useful after key interactions, such as post-purchase, to understand customer satisfaction and identify any issues. Regularly using surveys helps in maintaining a pulse on customer sentiments and making data-driven improvements.
Example of Customer Survey Email
A practical example of using customer surveys is automating post-purchase questions. Implementing automated post-purchase surveys can provide immediate insights into the customer’s buying experience. For instance, after a customer completes a purchase, an automated email can be sent asking them to rate their experience and provide any comments.
Transactional Emails and Updates
Transactional emails are automated messages sent to customers following specific actions, such as making a purchase, updating their account, or subscribing to a service.
These emails provide important information related to their transactions and are highly relevant and timely.
According to Mailmunch, transactional emails have an average open rate of up to 85%, compared to 20-25% for marketing emails, making them a crucial part of your email marketing strategy.
When to Use
Transactional emails should be used immediately after a customer completes a transaction or takes a significant action on your website. They are ideal for confirming purchases, updating account information, shipping notifications, and subscription renewals. These emails ensure that customers are well-informed and reassured about their interactions with your business.
Example of Transactional Email Automation
A notable example of transactional email automation is sending upcoming renewal emails. B2B companies with subscriptions or annual payments can effectively use automated renewal emails to remind customers about subscription renewals or service expirations.
For instance, a few weeks before a subscription is due to expire, an automated email with a reminder and easy renewal options can be sent to the customer. This ensures that customers do not experience interruptions in their services, enhancing the customer experience and helping maintain consistent revenue streams for the business.
Loyalty Program Notifications
Loyalty program notifications are automated messages that keep customers informed about their rewards and incentives. These notifications are crucial for maintaining engagement and encouraging repeat purchases.
According to Clevertap, 75% of consumers favor brands that offer rewards programs, highlighting the importance of a well-structured loyalty program.
When to Use
Loyalty program notifications should be used to update customers on their rewards status, inform them of new offers, and remind them of expiring points or rewards. These notifications can be sent regularly to ensure that customers remain aware of the benefits they can earn through continued engagement with your brand.
Example of Loyalty Program Automation
A specific example of this automation is re-engagement and upsell automation within loyalty programs. According to Alex Genovese, businesses can use automated emails to re-engage inactive loyalty members by reminding them of their points balance and suggesting ways to use their rewards.
Special Occasion Emails
Special occasion emails are automated messages sent to customers to celebrate personal milestones, holidays, or other significant events. These emails add a personal touch to your marketing efforts and show customers that you value them as individuals.
Special occasion emails can boost conversion rates by 60% compared to standard promotional emails, making them a powerful tool for engagement (Icegram).
When to Use
Special occasion emails should be used to recognize events such as birthdays, anniversaries, holidays, or other milestones relevant to your customers. These emails can include personalized offers, discounts, or simply a heartfelt message.
Example of Special Occasion Automation
Birthday emails are highly effective for engaging customers and are easy to automate for special occasions. These emails can include personalized birthday wishes along with a special discount or offer.
Omnisend dissects a birthday email from TopShop that offers an incentive to buy, additional discounts, and an easy call to action. B2B companies can utilize similar content without a consumer look to take advantage of special occasions and increase client relationships.
Customer Onboarding Automation
Customer onboarding automation involves using automated processes to guide new customers through the initial stages of using your product or service. This helps in ensuring they understand how to use your offerings effectively, leading to higher satisfaction and retention.
According to Unstack, every one-point increase in customer onboarding satisfaction (calculated per the Net Promoter Score scale) results in a 3% increase in customer revenue.
When to Use
Customer onboarding automation should be used immediately after a customer makes a purchase or signs up for a service. It is crucial during the initial phase of the customer journey, where proper guidance can make a significant difference in how well the customer adopts and uses the product. Automated onboarding can include welcome emails, tutorials, and step-by-step guides.
Example of Customer Onboarding Automation
Examples of customer onboarding automation include a series of automated emails that provide clients with essential information, tutorials, and resources. Grammarly uses its welcome emails to educate new users on what to expect and links to further information and education.
Educational content and resources that help customers interact with your business ensure that new clients are well-equipped to use your product/service and feel better about their purchase decisions. Automating onboarding communications ensures that clients receive consistent and timely support, leading to higher satisfaction and improved customer retention rates.
Webinar Registration and Follow-up
Webinar registration and follow-up automation involve using automated processes to handle the entire webinar lifecycle, from registration to post-event follow-ups. This includes sending automated reminders, providing access links, and following up with attendees afterward.
When to Use
Use webinar registration and follow-up automation when you host webinars to educate, engage, and convert potential customers. This automation ensures that all participants are well-informed about the event details, reminded to attend, and followed up with relevant content or offers after the webinar. It helps in maximizing attendance and engagement, leading to better conversion rates.
Example of Webinar Email Automation
Encharge.io published a table with suggested automation pre-webinar communications leading to the webinar. Continued communication through email and text will ensure that more attendees actually show up for your webinar event and engage during it.
The hardest part of doing a webinar is getting people to show up. Once you have attendees registered, remind them to be online!
Event Marketing Automation
Event marketing automation involves using marketing automation tools and workflows to manage event promotion, registration, and follow-up processes.
This can include webinars, tradeshows, conferences, and other live events on social media platforms and various marketing channels.
Automation helps streamline these processes, ensuring consistent communication and engagement with potential attendees before, during, and after the event.
When to Use
Event marketing automation should be used when planning and executing events that require significant coordination and communication.
It is particularly useful for large-scale events like tradeshows and conferences where managing registrations, sending reminders, and following up with attendees can be time-consuming and prone to errors if done manually.
Automated workflows ensure that all participants receive timely and relevant information.
Example of Event Marketing Automation
A practical example of event marketing automation is trade show email marketing. MarketingSherpa shares this pre-registration email example from Ferguson to encourage registration from their existing contacts.
Automatic Alerts or Notifications
Automatic alerts or notifications are real-time messages sent to users to keep them informed about important updates, actions, or offers. These notifications can be delivered through different channels, including email, SMS, or web push notifications. They are designed to prompt immediate action or provide timely information, enhancing user engagement and satisfaction.
When to Use
Automatic alerts or notifications should be used to communicate critical information that requires immediate attention.
Examples include:
- Alerting users about account activity.
- Sending reminders for upcoming events.
- Notifying about limited-time offers.
- Updating on the status of orders or services.
These notifications help maintain continuous user engagement and ensure they are always in the loop.
Example of Alert and Notification Automation
All automated communications and emails don’t have to be pretty. Automatic alerts and notifications often are important updates for your user, such as this support ticket automation from Litmus Support.
Utilize your CRM and automation tools to create a notification or alert when statuses change. Make it easy for the user to understand the content and act on it if necessary, as in this email.
Use marketing automation to transform your business by enhancing efficiency, personalizing customer interactions, and driving better results. You can automate repetitive tasks and improve the user experience by leveraging customer data and dynamic content.
Marketing automation platforms can streamline your marketing campaigns, from welcome emails to event marketing and beyond. Collecting email addresses and utilizing these tools effectively will boost engagement and drive success.
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