7 Clever Marketing Automation Examples Businesses Should Use

Marketing automation is your company’s best friend.

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Actions that fall into the marketing automation category can help you streamline essential tasks and optimize the overall efficiency of your marketing campaign. From emails to exclusive content, marketing automation can help you manage your campaign and maximize your results.

Given the myriad of benefits offered by this handy strategy, it's no wonder so many companies use marketing automation and marketing automation agencies to maximize their organization’s performance. It’s not uncommon for business leaders to question the value of marketing automation.

How can you show the usefulness of this tool? With these seven marketing automation examples! And don't forget, whether you're looking for a marketing strategy in Minneapolis or a marketing strategy in Orlando, WebFX is here for you.

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1. Welcome emails

So, you've just earned yourself a new client — congratulations! Don't let your joy over your recent acquisition overshadow your need to keep this new customer loyal. Fortunately, with marketing automation tactics, you can welcome every new client who joins your business.

Sending a welcome email is more than a great way to create a positive first impression. On average, welcome emails can help you generate 320 percent more revenue than compared to a promotional email.

They’re also more likely to lead to clicks and opens too.

It takes a well-crafted and strategically outlined message to reap these benefits.

Take this welcome email from Ancestry, a well-known genealogy company, for example. The green color scheme and the design of the email match the organization’s brand colors, which builds brand awareness in the consumer's mind.

A marketing automation example from Ancestry.com

Their welcome email is also successful because it includes a clear call-to-action (CTA).

It encourages users to invest in the company’s paid services. The steps for getting started on their site are also straightforward and simple, making it easy for users to learn more about their family’s history.

2. Win-back programs

You can't keep 100 percent of your clients dedicated to your services — but you can improve your existing client retention with marketing automation. Win-back programs are the perfect way to reconnect with your clients and reignite interest in your brand or services.

Dropbox, a company that offers cloud storage services, provides an excellent marketing automation example when it comes to reestablishing contact with past clients or at-risk customers.

Take a look at their win-back emails.

A marketing automation example from Dropbox

Not only does their message use visual graphics to highlight the power of their services, but it also demonstrates how the user can benefit from using their services in the present moment, too.

3. Downloadable gated content

Gated content is useful for a handful of reasons.

Not only do you get to generate new leads but you also get to provide users with helpful information. That's why downloadable gated content is a proven strategy for lead generation, as well as another example of marketing automation.

WebFX, for instance, features a library of downloadable marketing content.

A marketing automation example from WebFX

Whether users are looking for a guide on search engine optimization (SEO) or a request for proposal (RFP) templates, they can find it here. Plus, it’s hassle-free for users to access these guides, as they only need to provide a few pieces of information.

If your team decides to invest in their marketing strategy, make sure you’re creating content that appeals to your target audience. You want your guides or templates to answer user questions and resolve user pain points.

It’s also critical that your team makes it a seamless process for users to access this content.

4. Lead magnets

For companies today, getting leads can take a lot of time and energy.

In marketing, your magnets are how you go about earning your leads. Magnets typically consist of any measures that help you gain a user’s information. These measures can include video series, exclusive podcasts, and even contests.

However, it’s a time-consuming process.

Fortunately, lead magnets are easy to automate.

Take Warby Parker as an example.

A marketing automation example from Warby Parker

When users first visit their page, a visual display of the company’s stylish glasses options greets them. On that image, the CTA text encourages users to take a quiz to receive custom recommendations for eyeglasses.

After the quiz, users are encouraged to join the company’s newsletter.

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This marketing tactic works because it offers shoppers customized results, as well as promises updates on the latest frames, events, and promotions if users become an email subscriber. Plus, the company’s location finder makes it easy for consumers to find a store near them.

If your business offers a range of products, you can use this marketing automation example. Even if you provide services, you can use a quiz to help consumers pick the right package for their home or business.

5. Abandoned shopping cart emails

Surveys show that roughly 54 percent of consumers regain interest in a company after receiving a reminder email. So, don't get discouraged by abandoned shopping carts just yet. You can use marketing automation to motivate those shoppers to check out.

If you operate an ecommerce business, for example, and have found that you deal with consumers leaving items unpurchased in their virtual shopping carts, you can start sending out an automated abandoned shopping cart email to improve your targeting efforts.

When it comes to clever abandoned shopping cart emails, Doggyloot, a company that offers discounted dog toys and treats, knows how to convince consumers to return to their website and finalize their purchase.

When you view their reminder email, several key factors are likely to stand out.

For one, the eager face of the dog staring at you through the screen provides an emotional pull that can convince users to return to their cart. The language in the email is clever and convincing, too. It offers an additional push that drives a user to purchase.

A marketing automation example from Doggyloot

If you’re thinking about launching an email campaign for abandoned shopping carts, think about why a user may have left. Maybe they were interrupted, for example, or got distracted. This email can serve as a reminder, as well as a convenient link back to their cart.

In some cases, your company may add a discount or promotion to pull users back. While optional, it’s an effective tactic that can drive another sale for your business. You could offer five percent off, for instance, or free standard shipping.

6. Onboarding campaign

After being installed a month, apps lose an astonishing 90 percent of average daily users. Companies without an app aren't strangers to the difficulties of keeping users interested in their products or services, either.

Fortunately, onboarding campaigns make it easier to convert consumers into loyal clients.

RunKeeper, a GPS tracking app, provides a funny yet useful example of marketing automation at work. When users download the app but don’t use it to track their steps, the app sends a personalized email to help get users back on board.

The email captivates the reader's attention from the moment they open the message and see the personalized "note." Plus, the clear CTA instills a sense of urgency in users to use the app as soon as possible.

As this marketing automation example demonstrates, your business needs to get creative when it comes to capturing user attention. It also emphasizes the usefulness of email, which can help your company interact with users — especially if they’re not using your app.

7. Transactional emails and updates

Your clients want to feel confident every time they finalize their purchase.

With online shopping, however, they don't feel the same assurance as when walking out of a brick-and-mortar store with their new items in their hand. That’s why ecommerce companies send a series of emails to track an order’s progress.

These emails can include:

  • Order confirmation
  • Shipment confirmation
  • Delivery confirmation

If you operate an ecommerce business, these confirmation emails are crucial.

Customers want to know that their online purchases have processed and are on their way to their home. A useful confirmation goes beyond providing tracking numbers and expected delivery dates, however.

A smart strategy for these emails focuses on a referral program or future purchase discount.

Tradesy, an online resale marketplace, sends automatic confirmation emails that also provide quick information about the company’s referral program. The program rewards the shopper and whoever they refer by giving a discount to both parties.

A marketing automation example from Tradesy

With this marketing automation strategy, your business can keep shoppers up-to-date on their current purchases, as well as encourage them to buy from your company again. Plus, you motivate users to share your company with their social circle.

Want to maximize your marketing automation?

Marketing your business shouldn’t always require hurried efforts and back-breaking work. In today’s digitally-driven era, technology helps ease the burden of generating new leads and landing new sales through strategies like marketing automation.

Check out our list of marketing automation trends for 2020!

If you’re eager to take advantage of your marketing automation options, it’s important to know your options. At WebFX, we offer performance-driven marketing automation services to help streamline your marketing efforts.

Our team of more than 200 digital marketing professionals can also help your business with its marketing performance. With a client retention rate of 91 percent, we are the trusted choice for companies across the world.

Want to learn more about our digital marketing services?

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