What is marketing campaign automation?
Marketing campaign automation performs some of the repetitive tasks of running a marketing campaign, such as segmenting audiences, sending emails and text messages, and plugging in dynamic content that changes based on people’s preferences.
For example, you may want to send a sequence of Black Friday emails and text messages to people who bought during the event last year, and you may want those messages to look different depending on which products people bought during last year’s sale. Marketing campaign automation can send those messages in the right sequence, make sure they’re sent to the right people, and show the right products to different people within that message cohort.
Why marketing campaign automation is important for B2C marketers
Marketing campaign automation is important for B2C marketers because of the high customer expectations Amazon created in the early aughts.
To stay competitive today, B2C marketers need to create personalized experiences for a lot of people. If they had to fulfill this obligation while manually creating audience segments and personalized content for every campaign—well, it simply wouldn’t happen.
Marketing campaign automation solves this problem by pulling in real customer data to group audiences that share behaviors and characteristics, then send messages that are most relevant to them.
The benefits of marketing campaign automation
- More efficiency and higher ROI: Marketing campaign automation performs repetitive tasks at scale. When you don’t need to spend as much time manually creating marketing campaigns, you increase your marketing return on investment (ROI) by decreasing the amount of work it takes to run a campaign.
- Personalization at scale: Marketing campaign automation isn’t just about scheduling emails. Newer marketing automation platforms also use real-time customer data to populate audience segments and switch up product and content recommendations based on actual online interactions. This is how marketing campaign automation helps you create personalized brand experiences for a lot of people.
- Increased customer engagement and retention: Marketing campaign automation is the engine behind personalized product recommendations and customer service. When you can send messages that reflect real purchase behavior and support requests, you’re more likely to see repeat purchases and loyalty.
- Revenue growth: Marketing campaign automation increases revenue with relevance. When someone browses a product on your website or abandons a cart in your online store, marketing campaign automation is what puts that data to good use—by tailoring content to behavior.
How Klaviyo supports effective marketing campaign automation
- User-friendly interface: Klaviyo makes it easy for marketers to set up and manage automated campaigns without complex coding or technical expertise.
- Deep integration with ecommerce platforms: Klaviyo integrates with all leading ecommerce platforms, and centralizes customer data to create a single customer view that informs content at all stages of the customer journey.
- Advanced segmentation and targeting: Klaviyo makes it easy to create the detailed audience segments that lead to relevant messages sent to the right people at the right time.
Klaviyo has helped 157,000 businesses scale their marketing strategies with automation. Sign up for Klaviyo and get started today.