Marketing automation lets you create, manage, and automate campaigns across a user’s lifecycle. It enables you to create multi-channel campaigns to engage & retain your users based on the rules you define. In the blog, we will look at the 10 B2C marketing automation examples that can enhance your marketing game multifold.
With a B2C marketing automation strategy, you can also build & maintain unified customer profiles, analyze user engagement with your app/website, & make data-driven decisions that help you drive business growth & maximize revenue.
Why is marketing automation essential for your B2C business?
Marketing automation is essential because it enables you to engage with your customers on a highly personalized level, create personal customer profiles based on their demographic and behavioral data, and facilitate one-on-one communication with your customers with personalized, hyper-personalized, and highly relevant content. A Marketing Automation platform generates massive amounts of data regarding users & their online activity across different channels, which can be used effectively in segmenting your users and targeting them with relevant, personalized messages. Brands can automate sending basic transactional information and preferred updates via Marketing Automation and reach out to customers over multiple channels to extract sound feedback.
Contextual engagement is crucial for consumer businesses. B2C marketing automation gives you the ability to:
- Engage with your customers on a highly personalized level.
- Create intimate customer profiles based on their demographic and behavioral data.
- Facilitate one-on-one communication with your customers with personalized, hyper-personalized and highly relevant content.
Statistically speaking, marketing automation makes a strong case for itself:
- According to a survey conducted by Instapage, 91% of marketers believe that marketing automation workflows are essential for the success of their marketing campaigns.
- Protocol80 says that using lead nurturing through marketing automation saw 15-20% of potential buyers not ready to purchase converted to sales.
Formulating a Great B2C Marketing Automation Strategy for D2C Brands
Direct-to-consumer (D2C) brands are fast becoming popular, and with good reason – they offer a unique, personalized experience to customers. With the rise of D2C businesses, it’s more crucial than ever to have a solid marketing automation strategy in place. Here are some tips on how to formulate a great B2C marketing automation strategy for D2C brands:
1. Define Your Goals
Defining your goals is the first step in creating a successful marketing automation strategy. What are you trying to achieve? Are you looking to increase sales, boost engagement, or improve customer loyalty? Once you get a clear idea of what you want to achieve, you can start to develop a plan to get there.
2. Understand Your Audience
You need to understand your audience to create a successful marketing automation strategy. Who are they? What do they want? What are their pain points? Once you get a clear understanding of your audience, you can start creating personalized campaigns that resonate with them.
3. Develop a Multi-Channel Approach
Consumers today are using multiple channels to interact with brands. You need to develop a multi-channel approach to create an effective marketing automation strategy. This means using a combination of email, social media, SMS, and push notifications to reach your audience.
4. Use Data to Drive Decisions
Marketing automation is all about using data to make informed decisions. Ensure you’re tracking everything from open email rates to website behavior to understand how your audience engages with your brand. This data can then be used to create personalized campaigns that drive results.
5. Focus on Customer Retention
D2C brands rely heavily on customer retention. It is a more cost-effective way of retaining existing customers than to acquire new ones. That’s why it’s essential to focus on customer retention and use marketing automation to create personalized campaigns that keep your customers engaged and loyal.
Following these tips can create a great B2C marketing automation strategy for your D2C brand. With the right automation strategy in place, you can engage your audience, boost conversions, and drive business growth.
That said, here is our curated collection for you.
10 Winning B2C Marketing Automation Examples
1. First-time user campaign
Brand Examples: Casper, Canva, Grammarly
Communication medium used: Email
Industry fit: SaaS, E-Commerce, Travel
Welcome campaigns are a vital component of marketing automation. It is essential to establish a connection right off the bat. Automation allows you to automate new sign-up emails right after registration.
2. Onboarding campaign
Brand Examples: Udemy, Dropbox, Wix
Communication medium used: Email
Industry fit: SaaS, Online Marketplace, BFSI
Most apps lose most of their active users (around 77%) in the initial three days after installation. Early user dropouts often occur when users are unfamiliar with how to use a new product. However, by implementing an onboarding campaign, users can be gradually guided through the product, resulting in a transition from passive observers to engaged and active users.
3. Repeat purchase campaign – Customer retention
Brand Examples: Starbucks, Cult Beauty, Nykaa
Communication mediums used are: Email, Push Notification
Industry fit: SaaS, E-Commerce, Travel.
Your brand and product are already familiar to your existing customers, which should make them easier to convert the new customers. By analyzing user behavior to identify specific triggers, you can create custom campaigns that offer incentives to increase the perceived product’s value.
4. Re-engagement/ Reactivation campaign
Brand Examples: Spotify, Etsy, Classpass
Communication medium used are: Push Notification, Email
Industry fit: SaaS, E-Commerce, Travel, Fitness & Lifestyle.
Marketing Automation can help you re-engage users who are having trouble staying interested in your app or website, increasing your ability to retain them.
5. Multi-channel campaign
Brand Examples: Urban Company, Myntra, Oyo
Communication mediums used are: Push Notification, SMS, Email, Web Push Notification
Industry fit: SaaS, Travel, E-Commerce, Fitness & Lifestyle
Most online users elicit multi-screen behavior with phases of sequential usage. Brands are increasingly tapping multiple communication channels to maintain top-of-the-mind awareness, which can be easily achieved with marketing automation.
6. Behavioural campaign
Brand Examples: Netflix, Sephora, Amazon
Communication mediums used are: Push Notification, SMS, Email
Industry fit: SaaS, Travel, E-Commerce, Fitness & Lifestyle, Online Entertainment.
A Marketing Automation platform can collect vast amounts of data on users and their online activity across various channels. By analyzing their demographic characteristics and online browsing patterns, you can discern your customers’ buying behavior. This is highly advantageous for segmenting your users and delivering tailored, customized messages that resonate with them.
7. Upsell campaign
Brand Examples: Zara, Amazon, Swiggy
Communication mediums used are: Email
Industry fit: SaaS, Travel, E-Commerce, Fitness & Lifestyle.
Upselling is the practice of offering related or complementary items for sale alongside a product. By utilizing a Marketing Automation Platform and leveraging data on customers’ purchase history, customized messages can be sent after each purchase to encourage repeat business. This process can be easily accomplished.
8. Information/Update campaign
Brand Examples: Airbnb, Google, Zomato
Communication mediums used are: Push Notification, SMS, Email
Industry fit: SaaS, E-Commerce, Travel, Fitness & Lifestyle, BFSI.
With Marketing Automation, brands can efficiently disseminate crucial updates and important information to their customers through various channels. They can automate the distribution of essential transactional details and preferred updates, utilizing the capabilities of Marketing Automation.
9. A/B testing for campaigns
Brand Examples: Yummly, FreshMenu
Communication mediums used are: Push Notification
Industry fit: SaaS, Travel, E-Commerce, Fitness & Lifestyle.
Utilizing A/B testing on your campaigns can provide insights into their effectiveness. By leveraging a marketing automation platform, you can experiment with various versions of your campaign communication with actual customers, leading to the creation of successful campaigns.
10. Feedback campaign
Brand Examples: Uber, Zoho, Lenskart
Communication mediums used are: Email, Push Notification
Industry fit: SaaS, Travel, E-Commerce, Fitness & Lifestyle
Every company’s development process relies on feedback as its foundation. Real-world user reviews directly impact the evolution of a product. By utilizing marketing automation, your brand can leverage multiple channels to solicit valuable feedback from your customers/users.
Marketing automation is a potent tool that can help you engage with your customers and drive business growth. Implement these campaigns to enhance your customer experience and boost conversions.
Switch to Powerful B2C Marketing Automation with Wigzo
Marketing automation has revolutionized the way businesses engage with customers. By leveraging the power of data and automation, marketers can now create highly personalized campaigns that resonate with their audience. With the examples listed above, you can see how B2C marketing automation can be used to create a seamless customer experience across all touchpoints.
If you’re looking to take your e-commerce marketing automation and customer engagement to the next level, try Wigzo. Our platform provides a complete range of tools explicitly created to facilitate your ability to engage with your audience in a significant way.
