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Marketing automation software helps to automate repetitive marketing tasks and processes, to create more personalized and efficient customer engagement. To make the most out of your tools, we've hand-picked inspiring use cases for your marketing automation strategies.
Did you know that B2C businesses using marketing automation have seen a 50% increase in conversion rates? It all starts with putting customer insights at the core as your compass to build successful marketing automation strategies and smooth customer experiences.
Achieving this requires three essentials: reliable customer insights, mastering your marketing automation tools, and knowing how to wield them effectively with analytics.
No matter how user-friendly your platform is, achieving full automation can be complex. To guide you, here are some effective steps to build your marketing automation strategies and example Mapp Marketing Cloud use cases to inspire you!
Event-based marketing automation strategies triggers actions based on particular user behaviors or events. These triggers could include actions like a customer making a purchase, abandoning a shopping cart, or signing up for a newsletter. The automation responds to these events in real-time, ensuring timely and relevant interactions with your audience.
Objective: Send a reminder message to users who add a product to their shopping cart but do not complete the purchase within 3 days.
Jack adds a product to his online shopping cart but doesn’t complete the purchase. To combat this, you automate a reminder process. First, track his cart activity and store this information. Next, create a dynamic reminder email that pulls product details from the cart. Finally, set up an automation workflow to trigger the email three days after the cart is abandoned, unless he completes the purchase. This helps recover potentially lost sales by nudging customers to finalize their purchase.
Watch our step-by-step tutorial in Mapp Marketing Cloud
Objective: Assign a loyalty level (e.g. Platinum, Gold, Silver, Bronze) to your contacts based on the value of their first order, and send them a follow-up email.
Sarah makes her first purchase on your website and signs up for emails. Based on her spending, she is added to a loyalty group: Platinum, Gold, Silver, or Bronze. After 5 days, Sarah receives a thank-you email and her bronze status. This personalized follow-up makes Sarah feel valued and encourages her to keep shopping with you.
Watch our step-by-step tutorial in Mapp Marketing Cloud
Scheduled marketing automation strategies involve sending messages or executing campaigns at pre-determined times. This type of automation is often used for regular communications, such as weekly newsletters. The key feature is that the timing of these messages is set in advance, ensuring consistency and timeliness in your communications.
Objective: Automate a sale announcement followed by a last-minute reminder to your VIP customers, using a scheduled workflow to manage time-sensitive campaigns with multiple sendouts.
You’re planning a one-day sale and you’re giving early-day access to your VIP customers. A week before the event, you send an email to your contacts to announce the sale. Then, shortly before the sale starts, you send a reminder email to ensure your VIP customers don’t miss out – with an extra 10% discount. This simple, automated approach helps maximize participation in your event.
Watch our step-by-step tutorial in Mapp Marketing Cloud
Objective: Run a reactivation campaign to reduce customer churn when response rates drop due to inactivity.
Tom hasn’t visited your website in a while, so you decide to re-engage him with an email through an automated Whiteboard. The email is designed to remind him of your offers and encourage him to return. If Tom doesn’t respond to the email, he is automatically removed from the group to prevent further unwanted messages. This approach helps keep your contact list active and focused on engaged customers.
Watch our step-by-step tutorial in Mapp Marketing Cloud
Recurring marketing automation strategies involves setting up campaigns that repeat at regular intervals. These can be personalized messages sent to customers based on recurring dates or patterns, such as birthdays, anniversaries, or subscription renewals. The focus is on maintaining ongoing engagement with customers through consistent and repetitive touchpoints.
Objective: Celebrate customer birthdays by offering a special discount.
On the day of each customer’s birthday, an automated email is sent offering a discount voucher as a gift. The system checks the customer’s date of birth daily and sends the email to everyone celebrating that day. This personalized touch not only makes customers feel valued but also drives repeat purchases.
Watch our step-by-step tutorial in Mapp Marketing Cloud
Objective: Keep your audience engaged with a consistent weekly or monthly newsletter.
When John signs up for your newsletter, he’s automatically added to your email list. On the first day of each month, John receives a personalized newsletter with the latest updates, promotions, and content tailored to his interests. This consistent communication helps keep your brand top-of-mind and maintains an ongoing connection with John, encouraging repeat engagement and loyalty.
Watch our step-by-step tutorial in Mapp Marketing Cloud
Objective: Reduce unnecessary costs while increasing performance by offering personalized incentives based on user segments, including conversion probability, purchase history, and product interests.
Segment your audience by conversion probability and refine it further by incorporating purchase history and product interests. For instance, instead of offering Sarah, who is highly likely to purchase, a generic referral coupon, she’s sent a loyalty reward or early access to a sale—something more likely to resonate with her established brand relationship.
For Mike, with a lower conversion probability, a personalized bundle offer that aligns with his past purchases addresses his specific hesitations like product relevance or price sensitivity. This approach not only motivates purchases more effectively but also avoids training customers to wait for discounts, preserving profit margins and full-price sales.
Watch it in action with Mapp’s AI Assistant
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Mapp Marketing Cloud combines analytics, automation, and AI to give your marketing automation strategies unmatched power, by turning data into actionable insights. We don’t just automate tasks; we help you to create personalized, timely interactions that resonate with your audience.
This helps you create a successful marketing automation strategy. You’ll master how to respond directly to the behavior of your contacts, update profile data, and build/adjust your workflows for a comprehensive communication strategy. On top of this, you’ll easily identify opportunities and anomalies, to react swiftly and optimize your campaigns in real-time with effective automation.
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