Marketing automation eliminates the need to send one-off emails to contacts or manually tag customers who show interest in a product in your store. Basically, you can automate your strategy to run in the background of your business. It allows you to be available to your customers even when you’re on vacation or taking care of yourself.

You can use automation to personalize an experience for people based on their actions, preferences, and purchases. Your customers will believe you created each marketing message specifically for them, increasing brand trust. And you’ll build a fan base that loves (and promotes) your brand.

Why use marketing automation?

• It aids in customer understanding
• It enables complex strategies
• Marketing automation lets your team focus on higher level tasks
• It saves time and money

1. It aids in customer understanding

This enriches and enhances your interactions with them. According to a 2018 study, 80% of customers prefer brands that provide personalized and relevant experiences.

Personalization often increase customer loyalty. In a 2017 survey, 44% of customers said personalized interactions made them more likely to buy again. Customers appreciate being treated as individuals rather than a faceless mass.

2. It enables complex strategies

Being strategic with your marketing communications means planning when to interact with potential shoppers or customers.

This is done by sending out a series of pre-written emails at regular intervals. But automation tools also let marketers plan and build workflows for more complex strategies.

Whatever your industry, the goal is to build a long-term relationship with a customer by providing value consistently. Marketing automation allows you to reach higher quality contacts and add complexity to your campaigns by sending personalized messages to different segments of your audience based on their interests, behaviors, and even CRM data. You can time those personalized messages based on the customer’s actions to improve your CRM.

3. Marketing automation lets your team focus on higher level tasks

Automation is becoming more common in digital marketing to help marketers save time. By automating manual, repetitive tasks, they can focus on the more rewarding aspects of their work, such as lead nurturing and customer retention.

By automating marketing messages, your team can focus on improving customer service, responding to inquiries, and resolving issues.

4. It saves time and money

Workflow automation can help you save time, increase engagement, optimize your marketing, and increase your bottom line. It gives your fans personalized attention with thoughtful, authentic messages that sound like you’re writing to a friend. You can use merge tags to start an email with a customer’s name, or reach out on special occasions like birthdays.