Any B2C marketer can attest to the total relief that comes immediately after setting up a successful email automation. Knowing that your customers get personalized emails without having to manually type each one … Phew, that’s powerful stuff.
Did you know that segmented (a.k.a. personalized) email campaigns can lead to a sales increase of over 700%? And that’s just an email.
From text reminders to shopping cart exit emails to multi-channel campaigns spanning social media and in-app messaging, B2C marketing automation combines the power of personalized messaging and hands-off marketing. At the same time, it saves time (and money) and delights your customers wherever they are.
What is Marketing Automation?
Marketing automation refers to all marketing efforts, campaigns, and tasks that are managed, executed, and measured with software versus manual. These efforts and campaigns are usually triggered by actions from leads or customers.
Marketing automation has many advantages. It can help you conserve your resources, nurture your leads, and increase your sales – all at once and with minimal manual effort. Amazing right?
However, it’s important to note that marketing automation shouldn’t replace the human touch. This is especially true for B2C – unlike B2B, the B2C sales cycle is much shorter and the customer journey is much more personal.
What is B2C Marketing Automation?
B2C marketing automation encompasses all of the automated marketing messages and campaigns aimed at individual consumers versus businesses. This type of marketing automation has to be much more personalized and data-driven in order to optimally address the individual on their specific customer journey.
Both B2C and B2C marketing automation work to send relevant messages, improve efficiency, and increase sales. However, let’s unpack their differences further.
B2B vs. B2C marketing automation
B2B marketing automation delivers more mass-oriented content that focuses on educating and nurturing leads through a pre-determined sales funnel. Since there are typically more stakeholders involved in B2B purchases, B2B marketing automation also provides action-driven information that can help influencers train their decision makers.
Let’s say a junior social media strategist is looking for new social media management software for their entire team. You download a social media strategy e-book from a well-known SaaS company and have the company’s B2B marketing automation software send you nurturing emails about developing a social media strategy and using it.
The junior strategist is now able to provide this information to his director who will make the final decision on which social media SaaS tool to purchase.
On the other hand, B2C marketing automation usually focuses on highly relevant and personalized marketing messages. B2C marketing automation is also aimed at individuals wherever they are on their individual customer journeys and seeks to provide tailored product or service recommendations based on action triggers and captured data.
For example, one type of B2C marketing automation is the e-mail to leave the shopping cart. By tracking shopper behavior and collecting personal information such as email addresses, B2C companies have set up a marketing automation “rule” to send an email to consumers who leave unsought products in their shopping cart.
Abandoned cart emails typically include the specific products that were left behind – a dose of personalization that can motivate customers to return to the site and complete their custom purchase.
Benefits of B2C Marketing Automation
Marketing automation certainly has its benefits – for both marketers and their audiences. These advantages of marketing automation include:
- Keep your brand in mind with potential customers
- Enable your team to send personalized, targeted messages without manually tracking users and repetitively writing content
- Increase the efficiency of your marketing team
- Close the gaps in your marketing analysis by eliminating human error
- Tracking of user data that can be used to better provide personalized product or service proposals
- Engage website visitors, leads, and customers with custom content
Now let’s discuss some B2C marketing automation tool software tools that you can use to reach, engage, and convert your clients and customers.
5 B2C Marketing Automation Software Tools
- HubSpot Marketing Hub
- Sprout Social
There are tons of marketing automation tools out there. According to our research, the following five are great for automating B2C marketing.
However, when comparing, consider which tool meets your B2C marketing automation needs, 1) how complex each tool is and what onboarding resources are offered, 2) what integrations each tool offers and how they fit into your current tech stack, and 3) What the price of each tool is and how much your marketing automation needs can cost.
1. HubSpot Marketing Hub
HubSpot Marketing Hub is built on the free HubSpot CRM and has a variety of B2C marketing automation tools that you can use to use your lead’s behavior to personalize email, content and reach on a large scale. From email to SMS to internal automations like lead scoring and CRM updates, HubSpot is easy to get used to and can quickly become your marketing automation team’s best friend.
Onboarding support: Award-winning HubSpot customer support is available 24/7 via email, chat, and phone for Professional and Enterprise subscribers. You can also access a knowledge base and various courses from the HubSpot Academy.
Integrations: HubSpot Marketing Hub integrates with over 500 third-party applications.
Pricing: HubSpot Marketing Hub has a free plan and multiple subscription options. Note that the marketing automation features are only available to paid subscribers.
Mailchimp is an industry leader in email marketing automation. Use the Mailchimp tool to deliver transactional emails such as order confirmation emails and other personalized messages. The tool also lets you create visual customer journeys to give each customer the best possible experience – or convert your leads and prospects into one.
Onboarding support: Mailchimp has a large library of resources, including how-tos, tutorials, and case studies. Free users get 30 days of email support, and paid subscribers get unlimited email and chat support.
Integrations: Mailchimp integrates with over 200 third-party applications.
Pricing: Mailchimp offers a free subscription, but the more granular marketing automation tools are only available when you invest in the Essentials subscription or higher.
ActiveCampaign is a renowned marketing automation software and was the first to develop the Workflow Builder for visual automation. (You know the thing about the boxes and labels and lines that go everywhere – like the one above.) In addition to email, it has site tracking, lead scoring, attribution, and more.
Onboarding support: ActiveCampaign offers a free demo and a full range of resources such as: B. a blog, developer documentation, and library of pre-written automations. All subscriptions include data migration and implementation services, and more expensive subscriptions include limited one-on-one training.
Integrations: ActiveCampaign can be integrated with over 300 third-party applications.
Pricing: ActiveCampaign offers a free trial. From there, you can pay for a lite subscription for $ 9 per month or more.
AutoPilot, like the others on this list, offers a visual automation builder … but with a twist. It features emojis, stickers, custom notes, and other details that will help your team collaborate and have fun creating your marketing automation sequences. Although the tool doesn’t come with its own built-in CRM, it’s pretty intuitive, easy to use, and has fantastic reporting capabilities.
Onboarding support: All AutoPilot subscriptions include unlimited email and access to support. You can purchase an Expert Setup and Training add-on for $ 1699.
Integrations: AutoPilot integrates with dozens of third-party applications.
Pricing: AutoPilot offers a free trial. After that, you can join for just $ 49 per month.
Omnisend is a leading marketing automation tool specifically tailored for e-commerce businesses. Not only does it offer dozens of pre-written templates for all ecom automation scenarios, but it integrates with nearly every possible ecommerce tool, including email and SMS automation software.
Onboarding support: Omnisend offers a library of resources including an onboarding course. Unfortunately, live support is only offered to paying subscribers.
Integrations: Omnisend integrates with hundreds of third-party applications, although most are not available with the free plan.
Pricing: Omnisend offers a free subscription option, although most of the automation features are only available when you pay.
These five tools are among the most powerful for automating B2C marketing. Whether you are sending scheduled birthday emails or contacting prospects with automated SMS messages, try this B2C marketing automation software to reach, reach, and convert your customers.