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Too many companies make marketing automation into something extraordinarily complicated. And the rest does nothing at all – and thus loses the turnover and loyalty of their customers.

DATA IS NEEDED

To create automation, it is necessary to have master data, purchase data and behavioral data – as well as the right tools to keep these updated. Master data is all the basic information about a person. It may be name, email, phone number and other demographic and geographical data. Behavioral data may originate from many other different sources – practically wherever there is a behavior. Purchase data can also be included in the behavioral data – but these are so specific to Marketing Automation, that it makes sense to separate them. Purchase dates contain information about what has been purchased – when, in what amount, and price.

BABY STEPS ARE IMPORTANT – AND NECESSARY

Starting with the customer’s master data, it is possible to set up automated marketing flows in just a few minutes. You can create a connection between your business or your financial system – and your email marketing solution. Then, set up the first welcome flow, with a series of 3 mails that welcome new contacts, and seek to enrich the information already on their profile. Welcome Flows are often set with an autoresponder function – that can provide a little more information about the recipient.

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PURCHASE DATA AND BEHAVIOR DATA ARE ACTIVATED WITH TRIGGERS 

When talking about more advanced events, trigger flows that combine several single standing trigger campaigns are needed. Often with intelligent and targeted content – besides the automation of the trigger – there is also an individualization of the content. There are many different relevant triggers for sending a marketing campaign. It could be X amount of days after purchase, X number of hours after discontinued purchase, X amount of time after visit to store or restaurant, X period after updating information – and much more. It goes without saying that the best practice largely depends on your industry and audience.

WITH THE RIGHT HELP YOU GET THE RIGHT RESULTS

Results come through the ability to execute the right data – together with the necessary experience and knowledge. Starting with master data, gaining knowledge about recipients’ desire to share knowledge, updating their profile, and engaging in dialogue creates the first experiences. The next rounds of purchase and behavioral data require a little more insight into data models and requires integration between platforms. The vast majority of companies will be able to double or triple the proceeds of their direct marketing by setting up marketing automation.

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