When did you last remember your customers with a personal message specifically addressed to them?
Content targeting is known to improve customer experience and loyalty, so it's worth the time and effort to design and execute content that aims to make the customer happy.
With marketing automation you can create and send your customers relevant and timely-right messages, based on their purchasing behaviour or customer history.
By leveraging personalized content, you stand out and show your customers that you care about them. We listed eight thoughtful ways to utilize marketing automation in customer communications.
How to leverage marketing automation in customer communications:
1. Surprise your customers with exclusive benefits
2. Remember your customers on special occasions
3. Provide tailored recommendations
4. Offer unique content
5. Send reminders about events and promotions
6. Create a sense of community
7. Request feedback and show that it matters
8. Surprise with gifts
1. Surprise your customers with exclusive benefits
Engage your loyal and active customers with multi-channel automation campaigns, offering exclusive perks like VIP discounts, early access to new products, and invitations to exclusive events.
For example, you could send a message saying: "You are one of our most valued customers – we want to offer you an exclusive benefit before anyone else!". Personalized gestures like this make customers feel truly appreciated.
Exclusive benefits can be leveraged in multiple ways, from giving loyal customers early access to new products and email-only promotions to special thank-you gifts, like free add-ons for orders above a certain amount. Distributing benefits across multiple channels increases customer engagement and makes them feel genuinely valued, strengthening loyalty and encouraging brand advocacy.
2. Remember your customers on special occasions
Acknowledging a customer on their special day is a surefire way to delight them and build a positive brand image. A small effort for you – yet a big impact for the customer.
Celebrate your customers' birthdays with a gift card or a personalized discount. Gather birthday information during registration or newsletter signup, or seamlessly integrate it from external systems like a CRM into your automation.
Long-term customers are highly valuable, so recognizing their loyalty on anniversaries is worth the effort. A thank-you discount not only shows appreciation but also creates upselling opportunities.
Beyond birthdays and loyalty anniversaries, consider recognizing other customer milestones, such as their first purchase anniversary, reaching a certain number of purchases, or actively engaging with your brand community. Even a small gesture, like a personalized message or special offer, can make a lasting impression.
3. Provide tailored recommendations
Use purchase history and customer interests to offer relevant product recommendations.
For instance, if customers buy coffee capsules from your online store, they might need a refill in about a month. You can set up an automated reminder to restock at just the right time, perhaps offering a discount or suggesting new flavours to try. This kind of proactive service makes life easier for customers and encourages repeated purchases.
This approach works well also for pet food, cosmetics, or products requiring regular replenishment.
4. Offer unique content
Automation messages don’t always have to focus on sales – especially when aiming to deepen customer relationships. Provide free, practical tips related to your products and services. Downloadable guides are often well received and provide valuable insights into customer interest in specific topics.
You can also send usage tips after a particular purchase. If a customer purchases a cast-iron skillet, follow up with a newsletter featuring maintenance tips and recipes to help them get the most out of their new cookware. You could also recommend complementary kitchen tools. This adds value beyond the product itself and reinforces a sense of personal care.
5. Send reminders about events and promotions
Missing out on an exciting event or a great deal can be frustrating, so keep your customers informed. Create an automated campaign for upcoming promotions that includes save-the-date reminders, ongoing deal updates, last-minute notices, and teasers for future campaigns.
Customers can also be notified about upcoming sales and promotions at the time of purchase, keeping them engaged with your brand.
6. Create a sense of community
Invite customers to become part of your brand by engaging them in campaigns like giveaways, customer panels, or beta testing new products. Creating a sense of belonging fosters brand loyalty. You can even ask what kind of content they'd like to see next.
7. Request feedback and show that it matters
Ask customers for their opinions on new products, services, or campaigns, and show them their feedback matters. Launch campaigns like 'Our Customers Asked – We Delivered', where customer requests shape product or service development.
8. Surprise with gifts
The element of surprise is a powerful marketing tool. An unexpected gift from a company creates a lasting impression, while thoughtful gestures spark conversations – both among customers and on social media.
Thoughtfully plan both the content and timing of your gift. A well-chosen gift delights the customer while encouraging future purchases, but only if it’s a sincere gesture of appreciation.
Make customer communication more impactful with marketing automation
Personalized, timely customer communication can be challenging without the right tools. Marketing automation helps deliver relevant messages at the perfect moment – whether it’s a birthday greeting, tailored product recommendations, or an automated thank-you message.
Automation saves time by managing routine tasks while making customer communication feel more natural and personal. Consistent engagement strengthens customer relationships and keeps them lasting longer.
Want to see how automation can work for your business? Feel free to reach out – we at Liana are happy to help!
