If you’re just getting started with marketing automation, or even if you’ve been at it a while, we'd like to share a little inspiration with you on how to get the best out of your flows.
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| Inspiration for B2C Marketing Automation flows |
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If you’re just getting started with marketing automation flows, or even if you’ve been at it a while, it doesn’t hurt to spend a moment thinking about what sort of flows would be worthwhile implementing in your B2C communications.
Hopefully, you already have the first of our recommendations below in place (you’d be astonished how many businesses have not), and if not, seriously, you should do so immediately.
The rest are meant by way of inspiration, and may spark some ideas in you on how to raise your game with regard to marketing automation flows. |
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| 1. The Welcome Email Flow |
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It may seem like a completely banal thing to some, but here at MarketingPlatform we see a surprisingly large number of people who still have yet to set up what is probably the simplest and yet most efficient and effective flow of all - the welcome email flow.
It’s email marketing 101, but when people sign up for your list, you should follow up immediately. Because this is quite possibly the point at which they are the most fully engaged and interested in you and your business. As a result, it is very likely that it will also be much easier to get them to convert on your website. So, think about what that simple initial follow-up will mean to your new contact - and for yourselves as a company. |
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| 2. Reward the most loyal customers |
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Everyone wants to feel valued or even to be the centre of attention. Competition is fierce and readily available too, unless you have a very unique product or service, so if customers do not feel that they are getting anything special out of being your customer, then they will switch to a competitor - and do so in the blink of an eye.
Why not do something extra for your most loyal customers then? By doing so not only will you be more likely to keep them as a happy and satisfied customer, but you also stand the very real chance of converting them into a valuable brand ambassador.
Some of the ideas for which you could consider offering rewards to loyal customers include:
- Having spent over a certain amount with you
- Buying from you over a certain number of times
- Recommending your newsletter, website or other digital content to someone else
And you could reward this behaviour with things such as a discount code, access to new products before everyone else, invitations to VIP events, or any number of other rewards relevant to your line of business. You know your business and customers best, so you can let your imagination really take flight here. |
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| 3. Follow-up on previous sales |
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It can often be a good idea to try to either sell or draw attention to new versions of a previously purchased product. Or maybe it's time to order a replacement bag of those favourite coffee beans?
A few examples of such flows could be:
- Products such as hygiene products, and shaving gear, or perishables like coffee, tea, and wine, etc. are typically something that a customer is likely to need to repurchase after a while.
- The customer purchased a Samsung Galaxy S20 mobile phone a year or so ago, and now the new Galaxy is available for pre-order.
- The customer bought a mobile phone and now a new, faster wireless charger for it has been released.
In order to work effectively, the latter two flows will of course require an integration between your ERP system or your webshop and your marketing automation platform. Of course, you can talk to one of our brilliant colleagues who can advise you on how to create and use effective flows in MarketingPlatform.
These are just a few examples designed to inspire you. You can read our full article on the best marketing automation flows for B2C and see further examples of recommended flows here on our website. |
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| | All the very best to you all
Matthew Ogden, Director of Marketing and Communications |
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