Dans le monde du Digital marketing constantly evolving, the Marketing automation It has established itself as an indispensable tool for optimising customer relations and boosting sales and marketing performance, while also enabling the automation of time-consuming tasks.
But once the solution has been chosen and implemented, the hardest part begins: setting up and launching its first marketing automation scenarios.
- What marketing sequence to use at what point in the user journey?
- What target?
- What trigger?
- What content?
- Which channel?
- ...
Many questions that can put marketers off when they're looking to get started! To take the plunge, this article will guide you step-by-step through the 5 essential scenarios for effectively launching your marketing automation strategy.
Automation 1: The Welcome Scenario for New Contacts
The first contact is crucial for creating a positive impression and engaging your new subscribers from the outset. A first thank-you email and introduction to your community can be enhanced by a slightly more advanced sequence to qualify the contact and ultimately lead to conversion.
Objective: Warmly welcome new contacts and introduce them to your brand.
Triggers:
- Newsletter signup
- Account creation
- First significant interaction (e.g. content download)
Targets: New subscribers, users or contacts
Example email:
Automation 2: The Contact Entry Birthday Scenario
Strengthening your relationship with your contacts by celebrating the anniversary of their first engagement is an excellent way to foster loyalty. You can opt for a classic anniversary scenario, but you can also stand out by highlighting your first time!
Objective: Strengthening customer relations by marking a significant milestone.
Triggers: Anniversary date of the first interaction with the company (e.g.: 1 year after subscribing to the newsletter, the first appointment, or the first information request).
Targets: Existing contacts with whom the company has had a first significant interaction within the past year or more.
Example email:
Automation 3: Abandoned Cart Follow-up
For e-commerce businesses, a strategy to recover abandoned carts is crucial for easily increasing conversions. Therefore, an abandoned cart email is essential for all marketers working in retail!
Objective: Recover sales by encouraging users to complete their purchases after abandoning their online shopping basket.
Triggers:
- A user adds products to their basket on the website but does not complete the purchase within a defined timeframe (e.g. 1 hour, 24 hours after abandoning the basket).
Targets: Registered users or identified visitors who have abandoned a basket with unpurchased items.
Example email:
Automation 4: The inactive contact re-engagement scenario
Don't neglect contacts who have disengaged over time. A disinvested customer is a customer who is very likely to become a lost customer. And as acquiring a new customer can cost up to 5 times more than retaining one, this scenario is a must-have for any marketer!
Objective: Reactivate contacts who haven't interacted for a while.
Triggers: No email opens or interaction with your content for a defined period (e.g., 3 or 6 months).
Targets: Dormant contacts or old clients.
Example email:
Scenario 5: Lead nurturing scenario following an initial contact
Guiding prospects throughout their journey is essential to lead them towards conversion. You will be able to make this scenario more complex over time by adding scores based on your contacts' actions or behaviour and by mixing follow-up channels.
Objective: To guide prospects through their buying journey to convert them into customers.
Strategy
- Identify the key stages in your customers' purchasing journey.
- Create content suitable for each stage: practical guides, case studies, customer testimonials, webinars, etc.
- Set up a multi-step scenario, triggered by prospect behaviour (downloads, website visits, etc.).
Example sequence:
- Email 1 (1 day after downloading a guide): Thank you and offer of additional content.
- Email 2 (J+3): Sharing a relevant case study.
- Email 3 (J+7): Invitation to a webinar on a related topic.
- Email 4 (J+14): Proposal for a discovery call with an expert.
Adapt the pace and content based on the prospect's interactions with your emails and website.
Implementing these 5 marketing automation scenarios will allow you to lay the foundations for a solid and effective strategy. By automating these key interactions, you will be able to:
- Make a good first impression
- Strengthen your relationship with your existing contacts
- Guide your prospects towards conversion
- Reactivate inactive contacts
- Keeping your leads interested throughout the buyer's journey
Don't forget that marketing automation is an iterative process. Regularly analyse the performance of your scenarios and don't hesitate to adjust them based on the results obtained.
Ready to launch your marketing automation strategy? If you need personalised support or want to discover how our solution can help you implement these scenarios, don't hesitate to contact us for a demonstration: Request a demo
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