What is marketing campaign automation?
Marketing campaign automation handles some of the repetitive tasks involved in running a marketing campaign, such as segmenting audiences, sending emails and text messages, and incorporating dynamic content that adapts based on people’s preferences.
For example, you may wish to send a sequence of Black Friday emails and text messages to people who made a purchase during the event last year, and you may want those messages to look different depending on which products they bought during last year’s sale. Marketing campaign automation ensures those messages are sent in the correct sequence, reach the right people, and display the appropriate products to different recipients within that message cohort.
Why marketing campaign automation is important for B2C marketers
Marketing campaign automation is crucial for B2C marketers due to the high customer expectations set by Amazon in the early 2000s.
To remain competitive today, B2C marketers must create personalised experiences for a large number of people. If they had to meet this requirement manually—by creating audience segments and personalised content for every campaign—it simply would not be feasible.
Marketing campaign automation resolves this issue by leveraging real customer data to group audiences based on shared behaviours and characteristics, then delivering messages that are most relevant to them.
The benefits of marketing campaign automation
- Greater efficiency and higher ROI: Marketing campaign automation streamlines repetitive tasks at scale. By reducing the time spent manually creating marketing campaigns, you improve your marketing return on investment (ROI) by decreasing the effort required to run a campaign.
- Personalisation at scale: Marketing campaign automation goes beyond simple email scheduling. Modern marketing automation platforms use real-time customer data to populate audience segments and adjust product and content recommendations based on actual online interactions. This enables marketing campaign automation to deliver personalised brand experiences to a vast audience.
- Enhanced customer engagement and retention: Marketing campaign automation powers personalised product recommendations and customer service. When you can send messages that reflect actual purchase behaviour and customer support requests, you are more likely to see repeat purchases and increased brand loyalty.
- Revenue growth: Marketing campaign automation drives revenue by increasing relevance. When someone browses a product on your website or abandons a cart in your online store, marketing campaign automation ensures that data is put to good use—by tailoring content to user behaviour.
How Klaviyo supports effective marketing campaign automation
- User-friendly interface: Klaviyo simplifies the process for marketers to set up and manage automated campaigns without requiring complex coding or technical expertise.
- Seamless integration with e-commerce platforms: Klaviyo integrates with all leading e-commerce platforms and centralises customer data to create a unified customer view, informing content at every stage of the customer journey.
- Advanced segmentation and targeting: Klaviyo enables marketers to create detailed audience segments, ensuring relevant messages are 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.