1. Become more efficient

Marketing automation also increases the responsiveness of your contact list. On average, we see an open rate of+71%and a click-to-open rate (number of people who click a link in your email after opening it) of+152%compared with traditional newsletters.

By creating personalised customer journeys, your communication will be more relevant, and your contacts will be more inclined to open and click in your emails.

For example, if your contact visits page A and receives offers or tips related to that page a few days later, the open rate will be much higher than for a classic newsletter covering all your offers/services.

2. Save time

Marketing automation consists of automating marketing actions you may already be carrying out manually.

These manual actions are often time-consuming. Perhaps you sometimes follow up with new sign-ups on your site? But it takes time, and you probably don't do it systematically.

Marketing automation lets you carry out this kind of task through automated scenarios. To return to our example, you simply create a follow-up scenario that starts with new users who signed up in the last 30 days. You create a follow-up email template, which will be sent automatically, and you're done!

The time saved by marketing automation is significant. The more of these simple scenarios you create, the greater your economies of scale.

3. Earn more money

As you will have understood, the key to marketing automation is automating part of your marketing strategy. With automated scenarios, you can set up an effective strategy to activate your prospects and encourage them to buy through personalised scenarios.

You optimise your conversion funnel and improve your prospects' conversion rate. With marketing automation, you can follow up with your most qualified prospects so they buy, encourage new prospects to discover your offers, or increase the average basket of your loyal customers.

You can increase your revenue significantly with just a few automated scenarios!

4. Encourage interaction with your contacts

Marketing automation lets you contact your prospects at the right moment in their customer journey. For example, contact new prospects by email and qualify them so you interact with them when they are “hottest”.

By definition, a “hot” prospect is one who is ready to fulfil your goal (such as buying a product on an e-commerce site, or buying a subscription to a service). When you know your prospect has shown interest in your offers/services, interact with them to help them take the final step: the purchase.

You can also personalise your emails to send the right content to the right person. For example, send your users their favourite products or complementary items when they are “hottest”.

5. Get to know your target audience better

Marketing automation helps you better understand your contacts' tastes and preferences and adapt your communication accordingly.

It surfaces behavioural data that lets you identify which offers/services your contacts like, as well as their level of interest in your site or solution.

You can identify your most qualified prospects by giving them a dynamic score (lead scoring) based on their actions.

For example, if a contact subscribes to your newsletter, you can increase their score by +1. If they click a link in your email, you increase their score by +5, and if they make a purchase, their score goes up by +10. That way, you will identify your most qualified prospects and customers.

With lead scoring, you can set up much more targeted marketing strategies: for example, follow up with contacts who are becoming less and less active, or reward your best customers so they become ambassadors for your brand.