Marketing Automation

By Savicom News

Marketing Automation


Marketing Automation utilizes technologies to automate and personalize repetitive tasks such as scheduling and segmentation, saving you time and effort. You can target your audience more effectively based on their behavior and increase conversions as a result.

Marketers say that the biggest benefits of Automation are saving time (74%), increased customer engagement (68%), more timely communications (58%) and increased opportunities including up-selling (58%). Here are some more statistics:

  • 79% of top-performing companies have been using marketing automation for more than 2 years.
  • 63% of companies that are outgrowing their competitors use marketing automation.
  • B2C marketers who are using automation- including everything from birthday emails to cart abandonment programs. – have seen conversion rates as high as 50%.
  • 75% of very successful users outsource all or part of their marketing automation strategy planning to benefit from specialized expertise.

Caution: It might be easy to send general automated messages since you no longer have to send them manually. However, still send specific and relevant content to your audience. Do not get lazy and forget about what your customers want.

Business Logic

Business Logic are the rules created to govern the marketing program and create seamless workflow management.

It answers questions such as:

  • How often should individuals receive communication and at what times?
  • How do individuals interact with other forms of digital marketing?
  • What triggers communication? Are the triggers behavior-based or time-based?
  • What are the possible individual responses at each touch point? How does the marketing program respond to them?

To develop effective business logic, the following strategic questions must first be answered:

  • What is the purpose of the marketing program? (i.e. to collect consumer information
  • What communications are possible? (This involves reviewing current data for opportunities and touch points.)

We recommend diagramming out your desired email flow sequence. This will help you make sure that business rules don’t cancel each other out, and will help you think through all of the different scenarios for the triggered email.

Suppressions

  • General Suppression List
  • How do individuals interact with other forms of digital marketing?
  • Not more than 1 Uprgrade per week
  • Not more than 2 Uprgrade per 30-day period

How to Create an AutoCampaign

On the Savicom User Interface, under Messages, Compose/Send Campaign, and Auto Campaign, you can create your own auto campaigns for your recipients. You can click on ‘Edit Preferences’ to change settings such as enabling the HTML editor, message type, tracking options, and Google Analytics options as well as creating queries. You can select a specific triggering event such as a subscription and build queries for selected messages. You can schedule it according to your needs.

There are a few parts to sending a birthday message. A birthday message in our system is a daily recurring message that is sent to only a select group of recipients matching a unique query.

  1. You need to create a new FIELD (birth_date) in Configuration and Edit/Fields Sublists, if there is not one created. Select Date for Field Type.
  2. You need to Update all the email addresses (**I suggest only updating your email address while you test**) in the system with a value for the Date Field. Use Add Recipient's data mapping feature to assign date values in the upload to the new field. (** Prior to upload/update, verify your date input setting on the Configuration tab of Edit Preferences, and upload your date value accordingly, this setting informs our system how you intend to input the data**). Use List/Edit Recipients to verify a random group of email addresses were updated as expected, or repeat the upload/update procedure.
  3. Create a new Setup under Messages and Compose/Send Campaign

    • Add the birthday message, subject, and from name on the Content tab
    • On the Recipients tab, build a query like this:

      ((birth_date <> "" and month(today) = month(birth_date) and day(today) = day(birth_date))

Schedule a Repeat, Daily, until you cancel the message in the scheduling options on the Send tab. (**To work properly, the message has to be scheduled for a future date/time, like tomorrow morning at 9am**)

Please test this procedure thoroughly (**I suggest scheduling a daily recurring message, edit your birthday to 'tomorrow' and verify the message is delivered 'tomorrow'. After receiving the message edit your birthday again to the next day and verify the message is delivered. Repeat this test a few more times to verify it's working as expected.**) and verify the results prior to production.


i. Adestra Marketer vs Machine (2015)

ii. Gleanster “Q3 2013 Marketing Automation Benchmark” (2013)

iii.The Lenskold Group “2013 Lead Generation Marketing Effectiveness Study” (2013)

iiii.eMarketer “Email Marketing Benchmarks” (2013)

iiii. Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success” (2015)

Still have questions? Contact Customer Support at (415) 617-9016 or email support@savicom.com for assistance.