Databases and Marketing Automation: How to get the most out of them

Marketing automation is the use of digital tools (software) to perform marketing actions in an automated way. This can be applied to campaigns automation, data management or email marketing.

In the latter case, it is very useful because it is based on users who already know our product or service and who also show interest in it.

For this reason, as in remarketing campaigns, users who are impacted by our messages are more receptive to paying attention to them and, therefore, have a better chance of eventually converting.

Information is gold

One of the most important assets companies have is the information of their users, whether they are emails or information regarding their tastes and hobbies. Therefore, having a good email management platform allows us using that information to our benefit. For this, we must bear in mind that:

  1. A good database is not only based on the volume but on the quality of them and how we have structured them. No need to know too personal data, but if we know their age or place of residence, we can send segmented messages such as promotions near their home or work or content that interests their age range.
  2. Go beyond a simple date or name. Birthdate not only indicates a birthday but indicates some consumption habits. At 18, obtaining a driver’s license. At 30, the desire to be parents. Therefore, we can act on our users even if we do not know exactly that information.
Marketing automation
  1. The contain rule/does not contain. In addition to playing with the data we have, we can work with those we do not have. For example, if we promote a hotel, we can make an offer type those with children and other types of offers to those who do not have them, even if we only have the information of those who do have children.
  2. Chains of emails. Like any good marketing strategy, we cannot understand its elements in isolation but must be part of a whole. Although it is true that it is possible to carry out email marketing campaigns on isolated promotions, the strategies based on automated email chains according to the user behaviour allow us working in a much more active way these contacts and obtain a high conversions level.
Marketing automation
  1. Apply your database to other channels: Although at this point, we leave what is purely email marketing automation, a database can be used on other platforms that are not an email manager. With these contacts, and provided they have been acquired legally, it is possible to conduct remarketing campaigns through Facebook and Google Adwords, among other platforms. In addition, we can also obtain lists of similar or lookalike, which are generated as audiences like our customers’ profile and on which we can impact.
  2. Keep your database updated. If your users’ preferences change, it is necessary that this also happens with your database. If not, you will send commercial communications on topics which our user is not interested in, or worse, we will do spam and we will harm ourselves through the bounce rate.

If you think you are not taking advantage of your contacts, in Multiconversion we can help you to change that. Tell us your case and we will help you obtain the maximum performance as an ROI Agency that we are.


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