Your refrigerator reminds you that you’re running out of milk. Your phone tells you which turn to take next on your road trip. Your watch prods you to get up and take a few steps because you’ve been sitting too long. As Mark Zuckerberg put it, “Yesterday’s science fiction is today’s science.”
Today’s science offers marketers the option of minimizing their everyday tasks by automating them, giving them time to focus on things that technology cannot fathom yet — the minds of our consumers. Most of these tasks depend on accurately mining and applying consumer data that businesses collect every single day. You probably already automate a slew of marketing functions already. To know which ones you’re missing out, read on.
It wouldn’t be untrue to claim that email was the birthplace of digital marketing automation and continues to be the platform where most of the innovations in this area happen. Emails are sent for a thousand different purposes. And there’s a way to automate literally every one of them.
Does your business sell products or services? Then you probably also issue invoices to your clients. Whether you’re an online or an offline business, it’s a sound business practice to send out email receipts for the transactions your customers do with you. That way both parties have a permanent digital record of the transaction. Additionally, the email addresses your customers share with you to receive these transactional emails can be tapped in the future for promoting your brand on a regular basis.
All the “transactions” your users perform don’t have to be monetary in nature. Password reset mails, account updates, error notifications are all examples of transactional emails. Like automated invoices, these emails contribute to your user experience and should not be relegated to being an afterthought. Many brands go out of their way to personalize their transactional emails and make them reflect the brand’s voice.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.