Email marketing automation to retain your customers
Many people think that email marketing automation simply means sending scheduled emails, as in the case of company newsletters, without knowing that in reality it is a much more complex activity with important direct marketing with fantuan database advantages not only for attracting new customers but also for retaining existing ones.
Marketing automation is in fact based on software that aggregates and automates marketing activities that would otherwise be managed individually and manually. It is therefore possible to program a whole series of targeted actions through a single platform. For example:
Email marketing
Social Media Marketing
Lead scoring
Integrated CRM
Measurement and reporting
An email marketing automation strategy to build customer loyalty includes messages to send to people at the right time, to avoid wasting time, money, but above all the public's trust. For example, we could send the following communications to e-commerce customers:
Welcome email when you register on the site
emails containing content to explore a theme or topic of interest to the user, if at the time of registration on the site the user gave consent to receive our communications
lead nurturing emails with a free trial or demo (read the post Lead nurturing: when and how to use it )
Cross-selling or up-selling emails offering complementary products or higher value offers when the prospect does some research on our e-commerce
Re-engagement emails to offer exclusive discounts to long-term inactive users
cart abandonment emails , reminding the customer that they left a purchase pending and encouraging them with a promotional code.
The same goes for all web marketing activities that companies and professionals carry out and that today I recommend reviewing in a perspective that combines the search for new customers with the loyalty of existing ones through customer retention tools.