The Value of Marketing Automation

One of the must-haves for your 2016 digital strategy is Marketing Automation. As site visitors continue to get more knowledgeable on the web, the technology powering your website must be ahead of that curve.

Marketers have realized that there is a need to push more specific content out to their users.  Based on a visitor’s interaction with your website, marketing automation allows you to tailor the content and engagement a user will have with your brand. That is why it is one of the must-haves for your digital strategy.

Marketing Automation is a smart marketing tool that focuses on the definition, scheduling, segmentation, and tracking of marketing campaigns. Using marketing automation makes tasks that would typically be performed manually, much more efficient and reduces the repetitive process for employees. From improving overall marketing efficiency to aligning with your sales team’s business goals, marketing automation can be utilized for a number of different objectives.

Some automation workflow examples include:

  • Automatically sending an welcome email after a user subscribes to your newsletter
  • Weekly informational e-blasts that remind customers of your latest promotions
  • Cart abandonment reminder emails
  • Monthly newsletters to blog subscribers
  • Webinar/event registration, confirmation and reminder workflows

We have worked with many clients to improve their user engagement rates and overall site conversion, and have found that marketing automation consistently leads to impressive results. One of the most powerful ways our clients have benefited from this tool is by using it as a solution for shopping cart abandonment. Understanding there is an untapped market of shoppers that visit, yet drop off during the buying process, marketing automation helps you reach these buyers to remind them of their impending order.

Using Kentico’s marketing automation capabilities and customizing it to not only send out shopping cart abandonment emails, but also pull critical information from the CMS and ecommerce work areas we are able to give each shopper a personalized experience.

Therefore, when a web visitor enters the buying process, but does not submit their order- the automation workflow begins. Following this initial trigger, there are a series of unique steps that are set-up which dictate the visitor’s experience with the brand. The ultimate goal is have the shopper come back via the abandonment email and complete their purchase.

Four months after launching a cart abandonment automation campaign for one of our clients, they saw:


increase in purchases from users who opened the cart abandonment email


more items sold through the abandon program

To further understand how marketing automation can make a positive impact on your brand experience, contact us today.

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