Develop a marketing automation strategy

Business Benefits

Improve engagement while reducing the amount of work and delegation for your team.


Break your marketing automation strategy into three parts: Awareness, Conversion, and Check-in.

This will improve the user experience, and bring in more qualified leads.

Decide which marketing elements, and how much of them, to automate.

Ask yourself:

  • How could I better supplement my sales funnel?
  • How could I be supporting my customers and team?
  • What don’t I want to automate?
  • How am I going to track all this?

Provide automated demos and tutorials to potential customers in exchange for their contact information (Awareness).

For example, provide a pre-recorded demo available immediately after signup. This helps new customers learn more about your product independently, while providing you a way to contact and follow up.

Respond to social media users seeking an item or service by using automated messages (Awareness).

For example, use automated messages to address frequently asked user concerns. Freewallet collects the Twitter handles of everyone who tweets about unavailable features, and uses automated messages to let them know when the service is available.

Use email automation to send offers to customers who opt in to your email list (Conversion).

These people have explicitly said, I like you and what you do and I want to hear from you, so they should be the first audience you send automated messages to. For example, Hungryroot sends increasingly enticing recipes and offers that include discounts, free shipping, and images of food (right before lunch!).

Send automated emails to shoppers who abandoned their carts (Conversion).

Include a coupon code or provide a link to your customer service and FAQ page to address possible friction.

Send well-timed automated emails to remind customers about product features, schedule reminders, or use consumption cycle data for replenishment reminders (Check-in).

For example, an optometrist might automate annual checkup reminder emails.

Use your site content to stay connected with converted clients and help them make the most of their new purchase (Check-in).

Send user guides, documentation, blog posts, or videos as part of your ongoing onboarding process.

Request feedback using an automated NPS survey, sending an automated email asking for a product review, or using an automated feedback form.

If they give you a high score (an 8 or above), you can then automate another email asking for a review, because you know they’re most likely to give you positive social proof.

Use A/B testing to iterate and improve your automation strategies.

Ask yourself:

  • Will this test be measurable?
  • Will this test include big enough changes?
  • Who’s going to be in charge of implementing new changes?