Customer engagement is the backbone of any business success, and thus, maintaining a healthy customer relationship throughout the customer lifecycle is crucial. But as businesses grow and gain more leads and customers, it might get a little tricky for the marketing team to keep up, manually. Thus, just like most other areas of marketing technology advancement, the customer engagement procedure also witnessed a rapid technological innovation to cater to the increasing need for personalization in marketing.
To keep the rising number of customers happy with the services and products, organizations these days are integrating new MarTech in their system, which automates the work to build good customer relations. By automating the repetitive marketing tasks to nurture leads, such as sending and following up emails, social media communication, website and text messages, marketers get more time to focus on other essential areas, required for the growth of their business.
After years of researching and analyzing, the marketing industry has concluded that email marketing is the most effective platform to create more excellent conversion rates and build a professional relationship with the client. The authenticity of a flawless business email to a list of potential customers can help businesses gain trust and attract potential customers towards its services.
Below mentioned are four tips to guide you in implementing personalization and marketing automation. It will help you increase the efficacy of campaigns by maximizing conversion rates.
Analyze and Integrate Customer Data
While marketing automation allows you to collect all the metrics related to a customers’ journey, you need to make sure that you integrate that data wisely. Ensure all that crucial data boost the experience of your automated customer’s lifecycle. To target the right customers with the right messages, you need to know how interested they are in your company and product, and how satisfied they are with your services.
See if they are a good fit for further engagement, current customer lifecycle stage, how often they bought the product, and more. Ensure the data in your CRM is integrated with the marketing automation platform. Analyzing and integrating the right customer data in the right place helps bridge the gap between CRM and marketing automation systems.
Craft Catchy Email Content
Once you have a set of emails to address to, create an appealing subject line that can’t be overlooked. Depending upon the content of your subject line, your subscriber will open the message. The body of the email should have a personal touch with value-added content like newsletters and blog links that will drive engagement. But do remember, you have no scope to bore your reader if you want them to stay subscribed to your organization’s emails.
Understand the Importance of Email Preference Center
The subscription management center or email preference center gives your target market the option to select what kind of emails they would prefer to receive from your organization, and at what interval. Flooding your subscriber’s email inbox with unopened messages will do you no good. Respecting your customer’s time and sending them messages according to their preference is more crucial than to hold on to each subscriber. You can also create custom unsubscribe links to enable them opt-out of email subscription.
Lifecycle-based Triggers
As the automated customer lifecycle engagement platform analyzes the customer’s lifecycle, you can further command your system to send messages that will trigger the reader to proceed to the next step. Based on personal information and customer behavior, you can draft email content such as subscription confirmation, welcome and thank you notes, products related to their interest, order details, feedback requests, reward campaigns, and special day wishes. Regular automated emails for inactive subscribers and reactivation campaigns can also boost customer engagement. Lifecycle-based trigger messages ensure you create a personal connection with your customers to address their concerns effectively.
Digital transformation made a massive disruption in the marketing industry and has completely changed the way brands used to communicate with their customers. With the rising competition in every industry, organizations need to look for unique and personalized ways to reach out to their target market. Automating your customer lifecycle not only decreases the workload of your company’s marketing professionals, but also reduces customer engagement cost while increasing upsell and cross-sell opportunities.
Even after converting to a buyer, a prospective lead goes through many stages in their journey with the interested product. For smoother and better progress of a customer’s journey in this era driven by technology, marketers are willing to integrate automation in the process. It helps attract, engage, satisfy, and retain potential customers with its well-connected and personalized customer journey.
