Automation is the new sophistication.

I speak to many marketers from various agencies, and I know how overwhelming it can be to work in the digital marketing industry. From keeping up with trends, knowing how to engage with your audience, and how to plan the next steps to give your campaign the competitive edge, sometimes you just need to take time-out and see how to tackle the situation better.

Introducing automation, whilst you are busy churning campaign-after-campaign out, take a look at the kind of rules you can set in place to help enhance/engage/coincide with your marketing strategy.

Who to automate too?
1) Take a look at the nurture campaigns, This will help you automate the way you up-sell, set-up your abandoned shopping carts and webinar/events campaigns.
2) Trigger messages, this is where an automated message is set to trigger, at a time you arranged.
An example, if a customer forgets their password, and they click a button to regain it, an automated message will be sent straight to their inbox, so they can continue to peruse your website.

 Develop your rules
Think outside the email (in)box! use a multi-channel campaign to your advantage.
Don't just limit yourself to a one channel campaign, mix it up a little, initiate a text if payment is not received by the first month, send a PDF (e-coupon) if your customers have a high engagement with your site.
Create surveys to send, after every order dispatch, to ensure you are a head of the game, or last but not least, show a video advertisement specially designed for those who live in London, near the fashion week.

Data-Driven Messages
Once you have established your segments, your demographics, and the types of messages you wish to send out, we can start to be really clever, and use our data to enhance what kind of automated campaigns we can send out to increase revenue and ROI.
- If the customer only ever clicks on beach holiday, only show them beach themed images and texts.
-If a customer meets the field, equal to- red boots, then send them a promotional offer related to shoes.

Once you have mastered this, and it does take a couple of months to build follow-ups such as these, you will find you will have more time to be creative, and less time with your head in the screen!

Which, at the end of the day, isn't that what marketing is all about?