How to increase productivity by implementing automation tools

The main goal of automation solutions is simple: remove low added value and repetitive tasks from your team agenda. For example, if you are used to sending the exact same campaign to different target groups, a quick introduction about automation opportunities would make sense. Our clients decided to invest in automation tools and data management and they don’t regret it. They had to deal with unexpected situations such as a sudden increase of marketing efficiency and team’s productivity.

Simplify marketing campaigns and increase personalization

If you are located in Switzerland, you have already rolled-out complex marketing campaigns because of Swiss specificities such as language or cultural differences within the country. Each campaign creation requires a fair level of personalization. Otherwise, if you decide to ignore these requirements and send for example a campaign in English, the engagement rate will definitely be impacted.

The introduction of automation tools reduces the complexity of marketing campaigns. After having listed all the complex hurdles, our consultants draft a solution that takes into account all relevant factors. In general, we try to identify specific target groups with the usage of attributes or tags. Then, our delivery team prepares the relevant data sets so that the campaigns are run 100% dynamically. In other words, you send only one “general” campaign to one “general” target group. The personalization is performed during the sending process.

Simplify campaign production and asset creation

What if you wanted to create a dynamic email campaign with 10, 50 or even 100 versions? With a well-segmented data set and a systematic approach, it shouldn’t be a big deal. As soon as we have collected all the ingredients necessary for the campaign – texts, pictures, drafts – our delivery team creates a general template. After validating the template with the client, we take care about the integration of the different texts, pictures and links. As a consequence, there is no need to have 10, 50 or 100 templates. We just prepare one template that generates dynamic assets based on the segments defined in the data set. If the client wants to create a new version of the campaign, the marketing specialists just need to insert new content in the data set and create new segments. The general template doesn’t need to be amended. The new asset is set up automatically.

Increase the reach by addressing more cases or corner cases

If you have to build one asset for each sub-case of a use case, your workload would be huge. Indeed, you would have to create a higher number of templates or texts that you would have to maintain on a regular basis. By implementing a dynamic solution, you make an initial investment that enables you to set up sub-cases with a very limited effort. Before, you would have followed a “80/20” strategy and dealt with corner cases via your customer support. As soon as the dynamic solution is in place, you can develop very quickly specific assets and content for every relevant sub-case. And, in the vast majority of sub-cases, you can develop the solution by using in-house resources.