Email marketing automation

Marketing Automation

Direct e-mailing uses techniques and tools that automate your day-to-day, time-consuming marketing tasks to generate leads and customer loyalty, while improving your productivity. .

Why should you choose a marketing automation e-mail strategy?  

Automated marketing is a strategy that allows you to execute, manage, and automate your marketing communication tactics. Executed with the aid of powerful tools, we replace your manual and repetitive sales processes with automated and personalized processes for each of your potential customers. 

It's also an excellent tool for maximizing your lead generation, offering comprehensive automation solutions to your customers, and improving your ROI. 

In this way, marketing automation is therefore a perfectly adapted strategy, especially for your e-commerce sites, to encourage your visitors to initiate a first or repeat purchase, while focusing your mailings on building customer loyalty.  

Marketing Automation allows you to save precious hours and quickly improve the user experience and customer relationship of your brand. 

Why not integrate this tool into your digital strategy? 

Did you know?

  • Although mainly used to send emails, marketing automation can also be used to automate your SMS messages, letters and social networking posts.  
  • Beyond sending messages, a marketing automation strategy aims above all to segment your targets, personalize your content, script the path, score their behavior, and thus qualify your leads. 

How to Generate Sales and Loyalty Through Automation?

Automation is a powerful tool for converting prospects into customers and managing them. By segmenting your database and dynamically managing your lists, you can significantly improve the engagement of your email campaigns. 

Our agency's email marketing specialists are at your disposal to: 

  • Advise you on the direction to take in order to optimally target your audience and thus convert your prospects. 
  • Create attractive and catchy visuals, personalized and appropriate content containing clear and reliable information. 
  • Manage email sending and tracking of your email campaigns, 

Our agency uses the efficient tools such as Hubspot, SalesManago, ActivCampaign, and Sendinblue, in particular, to create personalized scenarios based on your buyer journey and your conversion funnels. 

The implementation of an automation strategy is an iterative process. Test, measure, and regularly adjust your actions to maximize results and respond to the changing needs of your audience. 

What are the factors that can boost your results? 

  • Relevance of Ads: Your ads must be clear, relevant, and meet the expectations of your users and position you on the targeted keywords. 
  • The Quality of the Landing Page: Create high-quality landing pages that clearly display the information sought by Internet users. 
  • Conversion Optimization: Use conversion optimization strategies and usability improvement to maximize the effectiveness of your ads. 
  • Analysis and Performance Tracking: Continuously measure your results, to identify areas for improvement or adjust your strategy. 
  • Ongoing improvement: Test new approaches and ads, test your keywords and your bidding strategies, optimize your campaigns based on the results obtained. 
avantage concurrentiel

Some Key Figures on Marketing Automation 

  • 29% of B2B professionals use marketing automation primarily to generate more qualified leads; 31% use it to increase sales, and 11% use it to automate customer relations. 
  • The conversion rate increases by 53% and the growth rate increases by 3.1% for those using an automation tool. 
  • 36% of companies were able to reap the benefits of automation in less than 6 months, and 54% between 6 and 12 months. 
  • 62% of companies have mobilized external resources to implement their marketing automation strategy. 

Everything you need to know about email automation

What are the Key Steps in an Email Strategy Based on Marketing Automation?

Step 1. Setting Your Objectives 

  • Determine your business objectives 
  • Selection of KPIs to measure  

We discuss together the specific objectives you wish to achieve with your automation strategy. These objectives must be measurable and aligned with the overall vision of the company. 

You can choose from several goals depending on your requirements:  

  • NEW CUSTOMERS: Generate more contacts, prospects, and customers; qualify leads and prioritize your prospects; segment your prospects by behaviors and interests. 
  • PRODUCTIVITY: Automatically manage all your email marketing campaigns; automatically personalize your communications; use the necessary tools to capture leads; create performance reports to track your ROI in real time. 
  • GROWTH: Move your prospects along the sales funnel, reactivate abandoned carts, generate additional sales and more revenue 
  • LOYALTY: Retain your customers 

We then define the key performance indicators (KPIs), that will allow us to measure the achievement of your objectives. For example: opening rate, number of qualified leads, conversion rate, repurchase rate, etc. 

Step 2. Audience Segmentation 

  • Creation of your database 
  • Segmentation of your contacts 

If you don't already have a customer database, now's the time to create one for collecting e-mails, via: 

  • Newsletters sign-ups 
  • White paper or other documents downloads   
  • Order history  
  • Hubspot  
  • Social media, etc.  

The objective is to collect information about visitors and integrate them into your database. 

Then, we analyze your contact database and segment it based on relevant criteria, such as online behavior, interests, and preferences. This allows us to personalize the messages broadcast and optimize targeting, depending on the stage your prospect is at in the sales funnel. 

lead generation

Step 3. Content Creation 

  • The creation of personalized content 
  • Phase-based content determination 

To capture the attention of customers, we develop attractive and relevant content, adapted to each segment of your audience. Several methods can be used and combined for better performance: 

  • Use of clear and engaging CTAs (calls to action) to encourage prospects to interact with your messages. 
  • Creation of attractive content, in varying the formats. 
  • Use of lead capture forms. 
  • Development of optimized landing pages and relevant calls to action. 

The content and formats can vary depending on the stage your prospect is at (awareness, consideration, conversion, loyalty). Their needs will not be the same depending on whether they are in a "passive" information phase or in a purchasing comparison phase. 

You can opt to send personalized offers, product recommendations, incentive messages or special discounts to trigger purchases. 

Capture your prospect at the right time thanks to SEA 

Step 4. Scenario Creation and Lead Scoring 

  • Scenario Development 
  • Determination of Lead Scoring 

Once the content is created, we configure automation scenarios based on user actions or specific trigger events: 

  • Sending a second e-mail in case of no opening. 
  • Sending an email every week or following up on a given action, such as a product page view, abandoned shopping cart, or form filling. 
  • Moving to the next step based on the interaction made or the score already obtained. 

We can help you automate repetitive tasks that are based on predefined conditions. Our scenarios are programmed from an entry point that segmented your contacts and aims to drive them to perform a specific action. 

We assign a score to each of your contacts, this lead scoring is based on the interaction made. The more engaging it is, the higher the number of points generated will be. Once the score has reached a certain defined threshold, we consider that the lead is ready to be contacted to move to the conversion stage. 

Lead scoring ENG

To further optimize their opening rate, we create emails adapted to different formats and email software. We incorporate a responsive design approach so that they can be perfectly viewed on all types of devices. 

Step 5. Performance Tracking and Analysis 

  • Phase-by-Phase Analysis of Results 
  • Identifying optimization measures 

The final step involves measuring the performance of your automation strategy and analyzing the data to make informed decisions. We use this data, collecting results for each scenario, phase and e-mail, to determine : 

  • The effectiveness of actions: we track KPIs such as the email opening rate, click-through rate, conversions, and return on investment (ROI). 
  • Necessary optimizations: we ensure the increasing evolution of your campaigns' performances and analyze the behavior of your contacts to assess whether a strategic change needs to be made. 
avantage concurrentiel

We also offer email marketing, which consists of sending an email to a list of contacts (one-to-many). It usually serves a fairly broad purpose, such as announcing promotions, new products, sharing information and new content via a newsletter, or implementing marketing automation. 

These emails are thus more timely and individually calibrated for each user depending on their progress in the customer journey. 

Combine CRM and marketing automation

Our strength: Emailing and marketing automation expertise

Given the stakes of customer conversion and loyalty, we wanted to specialize in this complementary service to allow you to acquire leads while improving your productivity. 

Our Expertise 

  • Use of SalesManago, Hubspot, ActivCampaign, and Sendinblue automation tools 
  • Data collection for tracking 
  • Data profiling your audience 
  • The creation of visual and written content 
  • Scenario creation and scoring 

Our Added Value 

  • Experience in email and marketing automation 
  • Creation of dedicated landing pages 
  • Implementation of A/B tests 
  • Data analyses 
  • A dedicated internal team 
  • A single point of contact