What is marketing automation?
Sending the right message, at the right time, to the right person, via the right channel - that's what marketing automation is all about!
Okay, but what exactly is marketing automation? It's a lever of webmarketing which allows you to automate marketing actions in order to appeal to web users at the right time, with the most relevant message possible. These actions generally take the form of personalized e-mailings, but we now also include SMS messages, Facebook Messenger reminders, pop-ups, product offers and much more!
In addition to shortening the sales cycle, increasing the average shopping basket and improving conversion and loyalty rates, keep in mind that marketing automation saves you precious time: once you've set up the scenarios, the tool works on its own! These sent communications also enable you to maintain a close relationship with your customers and prospects by sending them relevant messages at the most opportune times.
Marketing automation works!
Reduce sales cycle time
The buying cycle, particularly in B2B, can be very long. Marketing automation can help you support potential buyers throughout the buying process, by answering or anticipating their questions. This is the type of email that starts with "How can I help you?" or "What can I do for you?" and can include useful contact information (hotline, specific email addresses...), targeted articles, videos, FAQs, guides or white papers. Depending on the prospect's progress (pages consulted, documents downloaded, etc.), you can target your communications and offer progressive, tailored sales responses.
Increase conversion rate
The famous conversion rate is one of the most frequently measured criteria in webmarketing. It refers to the number of people who have carried out a specific action, important to your business, on your site. When you consider that almost 70% of shopping baskets are abandoned on the web (source: Baymard), it's easy to see the potential of automatic relaunches to boost your conversion rate! The results of abandoned basket relaunches vary widely from one sector to another, but opening rates average 45% and click-through rates around 10%.
Build loyalty
The loyalty rate measures the number of people who have made a new purchase over a given period. It therefore logically increases the repurchase rate, and reduces the churn rate (rate of customers lost over a defined period). The key to building customer loyalty is maintaining customer relations. And what better way of doing this than with a relationship e-mail, which helps to humanize and forge links with your customers? These communications can of course be coupled with promotional offers to show your customers that they really matter to your company. You can also follow up inactive customers and offer them products related to their previous purchases (cross-selling).
Increase average shopping basket
Add-on sales are the undisputed queen of the average basket increase. This technique, which originated in physical stores, simply consists in offering complementary products: a necklace to match a bracelet, a box of shoe polish with a pair of shoes, a belt with jeans... This is what we call cross selling. Marketing automation tools now make it possible to suggest products to each customer that are perfectly adapted to their profile, preferences and purchase and browsing history. These suggestions can be sent by e-mail following a purchase, or proposed directly online, on the product sheet or in the shopping cart.
Our marketing automation partners
Soledis works with various players in the industry to offer you the service provider best suited to your business, your needs and your constraints. Our webmarketing experts will guide you towards the most appropriate solution.
Take advantage of our Shopimind offer!
This partnership allows you to benefit from a free trial period of the Shopimind solution, during which you can set up as many automation scenarios as you like: abandoned basket relaunch, anniversary e-mails, pop-ups, push notifications, intelligent cross-selling... Once the trial period is over, you can choose whether or not to take out a subscription.
Soledis support
As a marketing automation agency, our webmarketing experts will support you throughout the implementation of your campaigns, and help you build effective strategies that are relevant to your business.
We start by installing the module, followed by setting up your account and the various channels required to distribute your campaigns. We then help you to define your objectives and targets precisely, to ensure the consistency and performance of your actions.
Our teams will propose scenarios adapted to your business, which we will implement while creating customized templates. Once these scenarios have been defined, we carry out rigorous tests before activating them, to ensure that they run smoothly.
Finally, we constantly monitor the statistics and progress of your campaigns, in order to adjust strategies and optimize your results.
Some examples of automated scenarios
Reviving abandoned baskets
This type of campaign allows you to send a reminder e-mail to users who have added products to their shopping cart, but who have not completed the checkout process. You can, of course, split your scenarios according to multiple criteria: basket value, customer loyalty, product typology... which will enable you to adjust the design, text content, marketing pressure or promotional offers proposed.
Anniversary e-mails
Wishing someone a birthday can be an excellent way of creating or strengthening a bond! This personalized attention, coupled with a small gift or promotional code, is often much appreciated!
Customization of displayed products
Personalize the product recommendations offered to your customers: display the most relevant products based on their profile, purchase history and browsing history on the site!
Up-selling & cross-selling
The aim is to increase the average basket and/or generate additional sales linked to the initial order. You can display products similar and/or complementary to those consulted and/or added to the basket on the product sheet, in the basket summary. You can also set up the sending of e-mails proposing the most relevant complementary products following the purchase.
