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How marketing automation can capture ‘the one that got away’

‘Marketing automation‘ is much easier to understand than you might first imagine, especially if you already use marketing methods like email newsletters and mailing lists, or social media channels. By combining these methods of reaching out to your customers with software that automatically decides the message based on past records of each customer’s buying intent, you automate the process. Your messages become more direct, more personal and more relevant, providing customers who did not complete their purchase with a reminder of what was in their basket, or which items they viewed. The simplest examples of this come from the B2C space, where many online retailers will follow up a browsing session with an email suggesting related items. ‘Related‘ can be defined in many ways, from reminding the potential customer of what they viewed recently, to informing them of what other people bought after viewing those items. There are even upsell opportunities, by emailing converted buyers and advising them of the availability of any spare parts or accessories for their purchased product. If you have a high rate of basket abandonment, marketing automation can help you to entice those lost customers back to your website, where they may decide to make a purchase after all. Even with a low abandonment rate, it is a chance to chip away at that last remaining small percentage of non-converting visitors. Marketing automation has applications in all disciplines, from the B2C market – especially over a long sales cycle – to ongoing B2B relationships and even B2G (business to government) sales opportunities. It drives demand and new leads, and by virtue of its design...