Four Marketing Automations to Have in 2024

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Marketing automation demands high upfront costs and time, but it pays off when done effectively. By applying automation, marketers can boost sales productivity, customer experience, and lead management.

Marketers can apply these automations to reduce time on manual and routine tasks, like sending emails and scheduling social media ads.

To implement marketing automation, brands must-

  • Determine trigger events- customer signing up for an account.
  • Build marketing workflows and corresponding content for each trigger event
  • Set the workflow and content up using the data platform and marketing automation software.

Here are four classic marketing automations brands must have in 2024.

1. Data Cleaning Automation

Clean data has accurate and reliable information. This enables better decision-making and enhances overall business performance. Cluttered data can lead to misinformed decisions, wasted resources, and a negative impact on customer relationships. But data cleaning is a hassle. So, it is better to automate these processes.

Automation helps-

  • Ensure consistent data across related records by replicating changes made to one onto others.
  • Send automatic alerts when a deal hasn’t progressed within a set timeframe. This ensures that no deals are missed.
  • Regularly scan data for duplicate records, maintaining data’s uniqueness.
  • Remove irrelevant or outdated data, keeping the database current
  • Remove unsubscribed contacts, considering user preferences and optimizing resource use.

Clean data helps marketers-

  • Target and segment campaign audiences effectively
  • Define objectives across the businesses
  • Sift out incorrect or duplicate data in CRM
  • Enhance email marketing engagement outcomes by boosting campaign performance

2. Confirmation of Queries, Messages, and Customer Satisfaction Surveys Automation

Automating confirmation of inquiries and messages will send a confirmation receipt after a customer reaches out with a query. This way, customers get an acknowledgment and can set expectations for when they might receive a response. This practice presents a powerful opportunity to build trust, as the time between a message and a response leaves room for uncertainties. Using automation during that time, brands can reassure the sender that their message is being attended to.

Customer satisfaction surveys are conducted at critical moments in a customer relationship.

For example-

A customer has spent a month with the brand’s services. This is the right time to check in with an automated survey. Combine open-ended questions with the usual questions. Interpret patterns and sentiments in their responses with some AI-based analysis.

The idea is to understand their experience. By automating, brands can conduct timely and relevant surveys, building valuable customer relationships.

3. Loyalty Programs Automation

Modern loyalty programs entail the disbursal of rewards, coupons, and tokens. It also involves manual record-keeping of the collection and allocation of rewards. This process works when brands have very few customers.

But with a vast customer base, running and managing loyalty programs manually is a challenge. Automated loyalty programs automate various processes and eliminate inefficiencies associated with manual reward programs.

Through automated processes, brands can keep track of customers’ purchases, reward points, or levels earned. With these insights, marketers can communicate with customers about their loyalty status and benefits.

Moreover, non-paid reviews and recommendations largely influence purchasing decisions.

Also, customers trust “word-of-mouth” reviews and suggestions. Automated loyalty programs can help brands collect customer reviews and social proof.

Loyalty program automation makes it easy for customers to review and rate the products and services. Automation makes the process of leaving social proofs and reviews highly efficient. Apart from that, it also enables easy integration of customer data across the tech stack.

4. Email Campaign Management Automation

Email marketing is one of the cost-effective methods for customer communication. Marketing automation helps trigger targeted and follow-up messaging, improving email campaigns’ effectiveness and deliverability. Increased opens, click-throughs, and conversion rates are the other outcomes.

Here are a few ways how marketing automation improves email campaign results.

Email automation lets brands set up drip campaigns and automatic email sequences based on consumer behavior or triggers. This way, subscribers receive timely and important emails that guide them through the customer journey.

With email automation, adding new subscribers, updating contact details, or deleting inactive members becomes easy. This keeps the email list current and deliverability and engagement rates high.

It divides the email list into subgroups based on demographics, interests, or previous interactions. It enables brands to adapt appealing email content for each group, boosting engagement and conversion rates.

Ultimately, automation helps assess past data to identify the ideal time to send emails to maximize open rates and engagement. This way, the emails are sent to subscribers’ inboxes at the ideal time for reading.

Also Read: Using Marketing Automation & Personalization to Boost CX

Conclusion

As per a recent report by Ascent 2, “The State of Marketing Automation 2023,”

The State of Marketing Automation 2023

Automation streamlines marketing processes, enhances customer experience and maintains efficiency. These tools simplify automation across marketing, sales, operations, and customer service. In 2024, while marketers automate these four processes, they must periodically review the existing automation and ensure they’re still functioning effectively.

Apoorva Kasam
Apoorva Kasam
Apoorva Kasam is a Global News Correspondent with OnDot Media. She has done her master's in Bioinformatics and has 18 months of experience in clinical and preclinical data management. She is a content-writing enthusiast, and this is her first stint writing articles on business technology. She specializes in marketing technology. Her ideal and digestible writing style displays the current trends, efficiencies, challenges, and relevant mitigation strategies businesses can look forward to. She is looking forward to exploring more technology insights in-depth.

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