Automatization is the process by which machines replace human labor. It typically refers to repetitive tasks that computers can do faster than humans. ActiveCollab was founded on this principle – automatization should eliminate as much mundane work as possible so that we can devote our time and effort to doing real work. In previous blog posts, we covered user tracking, user behavior and lead scoring. Now that we have enough data we can automate actions to guide users to conversion. The way we communicate with users is determined by their interactions and behavior. Some prefer email, others prefer social networks, and some we want to pay particular attention to. It is easy to set up tools to automate communication with users to send messages via defined channels to segmented leads. This is most commonly used in email marketing. It’s used in different onboarding procedures. This is not mass email or newsletters. It’s transactional emails.
Emails have evolved from their primary function of communicating to be able to send notifications at the right time to the right person. Transactional emails are sent to predefined triggers or events. If it is your birthday, for example, the system recognizes it in CRM and sends a pre-composed email to you with a thoughtful message. You will receive an email confirmation of your purchase when you have completed it. You receive an email when you first start using a software program. This email will confirm that the transaction was successful. The user behavior metrics and lead scoring for each user are then modified to include a new parameter. This parameter is based on the events that they have triggered. This is the start of the flow.
The system continues the flow by sending a push notification to the user inviting them to sign up for our newsletter – if their overall score is above 50 and they arrived at the site via an organic search.
The system automatically pulls a predefined template and lists the value variables associated with a product whenever it notices an action greater than 15%. It then sends it to segmented users who have subscribed to the newsletter.
We now have a flow. We’ve identified the user and given them a score. They behave as we expect them to. They have subscribed to our newsletter and an email is sent to them. This is done by a machine that works 24/7, all year. We monitor this process with metrics and improve the copy in emails, calls-to-action, etc.
The system recognizes that a product has been purchased and sends an email to confirm. This email can be more personal since it contains the product delivery address. After registering a successful purchase, the CRM account for this user gains additional value for us. The user is now a customer. They become a customer and are automatically added to a new segment. The system now flags customers who spend more than $50 as buyers and customers who buy more than once per month as frequent buyers. A separate segment can be created for frequent buyers who have a score of 40 or more and have spent over $70. You can also send them a token of appreciation for the holidays. They have earned it. They’ve earned it.
This automation is not limited to emails. Imagine if all these segments could be pushed onto Facebook, creating a custom audience. It’s possible.
Marketing Automation eliminates manual work
