Technology is moving faster than many of us can really make sense of in the 2020s. If you were to describe the working landscape of today to a standard employee even 20 years ago, they’d likely dismiss it as science fiction. People are concerned about job security and keeping up to date in this era of artificial intelligence, data as a commodity and, of course, marketing automation.
Marketing and automation have been intertwined for years now, with the relationship only getting closer as days go by. But what used to be limited to introductory emails has become something with a lot more potential. However, that doesn’t mean marketing automation tools should simply be used willy-nilly wherever possible.
This article offers guidance on how to automate marketing processes the right way, ensuring you can enhance efficiency without using it as a crutch that compromises quality.
Email marketing automation done right
Emails are often the starting point for automation, and for good reason. With automated email systems, you can stay in touch with customers either at pre-ordained intervals or in response to different actions.
- Welcome series emails can be sent when a customer signs up or creates an account.
- Abandoned cart reminders are a great tool for finalising eCommerce action.
- Triggered updates, such as renewals or birthday messages, can also work.
However, the emails themselves should still be written primarily by humans. Sending out automated emails written entirely by AI will likely cause customers to flag you as “robotic”.
Lead management
Email can make up a part of a broader lead management plan, with performance marketing services often utilising automation in nurturing, prioritising and updating client files based on their progress in the sales process.
- Segmenting audiences on how likely they are to convert is a useful automation system, helping to ensure marketing budgets are better spent.
- AI can detect user preferences in terms of communication, such as proper timing or message length, automatically changing future actions.
Communications can be made via email or messaging based on these data points.
Agentic AI for marketing automation
Using AI agents is becoming increasingly commonplace in automated marketing campaigns. These are systems used to analyse data, understand and generate language, manage decisions and adapt to changing conditions. These are not quite everywhere yet, but it’s expected that they will start to show up in around a third of enterprises by 2028.
Maintaining a human touch
You can’t allow automation to take the place of accountability. Any marketing team worth their salt knows that a human touch is invaluable and you can’t simply leave automation running with no checks. It can be tempting to leave your automated system running and simply let it take the reins, but the minute you disengage is the minute your quality control disappears.
Don’t be seduced by the idea of letting technology run your business for you. Marketing still requires hard work and oversight, whether you can automate certain processes or not.
For more insights into the world of digital marketing in its many forms, visit the Digital Next Blog today.
Technology is moving faster than many of us can really make sense of in the 2020s. If you were to describe the working landscape of today to a standard employee even 20 years ago, they’d likely dismiss it as science fiction. People are concerned about job security and keeping up to date in this era of artificial intelligence, data as a commodity and, of course, marketing automation.
Marketing and automation have been intertwined for years now, with the relationship only getting closer as days go by. But what used to be limited to introductory emails has become something with a lot more potential. However, that doesn’t mean marketing automation tools should simply be used willy-nilly wherever possible.
This article offers guidance on how to automate marketing processes the right way, ensuring you can enhance efficiency without using it as a crutch that compromises quality.
Email marketing automation done right
Emails are often the starting point for automation, and for good reason. With automated email systems, you can stay in touch with customers either at pre-ordained intervals or in response to different actions.
- Welcome series emails can be sent when a customer signs up or creates an account.
- Abandoned cart reminders are a great tool for finalising eCommerce action.
- Triggered updates, such as renewals or birthday messages, can also work.
However, the emails themselves should still be written primarily by humans. Sending out automated emails written entirely by AI will likely cause customers to flag you as “robotic”.
Lead management
Email can make up a part of a broader lead management plan, with performance marketing services often utilising automation in nurturing, prioritising and updating client files based on their progress in the sales process.
- Segmenting audiences on how likely they are to convert is a useful automation system, helping to ensure marketing budgets are better spent.
- AI can detect user preferences in terms of communication, such as proper timing or message length, automatically changing future actions.
Communications can be made via email or messaging based on these data points.
Agentic AI for marketing automation
Using AI agents is becoming increasingly commonplace in automated marketing campaigns. These are systems used to analyse data, understand and generate language, manage decisions and adapt to changing conditions. These are not quite everywhere yet, but it’s expected that they will start to show up in around a third of enterprises by 2028.
Maintaining a human touch
You can’t allow automation to take the place of accountability. Any marketing team worth their salt knows that a human touch is invaluable and you can’t simply leave automation running with no checks. It can be tempting to leave your automated system running and simply let it take the reins, but the minute you disengage is the minute your quality control disappears.
Don’t be seduced by the idea of letting technology run your business for you. Marketing still requires hard work and oversight, whether you can automate certain processes or not.
For more insights into the world of digital marketing in its many forms, visit the Digital Next Blog today.
