Why you shouldn’t be afraid of marketing automation

Petar Kozjak

The phrase “marketing automation” may sound scary at first. However, if you know how to use it right, it can help create a better customer experience and free up marketing resources. I’d like to share a few ideas on how you can use it to your advantage and show you why you shouldn’t be afraid of marketing automation in Kentico. We just need to start simple and then build our process. Trust me, you’ll learn fast and end up loving it!

Welcome emails

Welcome emails are an essential tool and a great way to start off your marketing automation. They are not officially called “welcome emails” but I like to call them that, as they are your first contact with a new potential customer.

For example, you can send a newly registered customer a follow-up email with a requested download. This is a great way to make contact. If you don’t have a download, you can send an email with something along the lines of “Thank you for your registration” or “Welcome to our community”.

To make things more interesting, you can add “wait for a day” and then send another email with more info. This would be a welcome email with a nurturing process. In the Kentico example site “Dancing Goat”, you can see this marketing automation setup after the newsletter subscription.

Recommended processes:

Example: Welcome to our site / Thank you for your registration / Thank you for signing up to our newsletter

Example: Your download is ready / Free download is ready

Nurturing emails
Example: 3-day tutorial / additional information sent over a period of a few days

Personalized emails

Personalization is an extremely emotional and therefore important aspect of marketing. I still remember when I ordered my Amazon Kindle – when I turned it on for first time, it displayed a greeting message with my name. A small gesture, but it does leave a big impact.

In one of my blog posts I have talked about contact groups or contact segmentation in Kentico. This could be a great starting point to personalize emails. You can identify your customer’s interests from form data, products they buy, pages they visited, opened emails, or clicked links. You can use this data when you want to contact them next and add a flavour of personalization.

Recommended processes:

Example: They like blue, send them an email with a blue background

Target groups
Example: They fit into the criteria of parents with small kids, send an email with further customer recommendations for them

Product group
Example: They often buy from a product category, send an email with content focused on that product category


If you are running an online store, every sale counts. And if a user visits your online shop but doesn’t buy, you are losing money. In this case, I would recommend a simple marketing automation process.

There can be a lot of reasons why someone doesn’t shop: price, complicated payment process, wrong product, wrong description, or they might be not sure if it is the right product. We need to find out what went wrong. This can be done with a simple “Need help” email or a “What went wrong” feedback form. At the end, we can send a discount coupon if the first steps didn’t work out.

Recommended processes:

Abandoned shopping cart
Example: Do you need help with your purchase?

Feedback form
Example: After few days, if the customer doesn’t respond to the “Need help” email, we can ask him to fill out the feedback from

Example: If we got feedback saying that our price is too high, or our previous emails were ignored, we can send a discount coupon. Kentico has a great tutorial on how to set up discount coupons on their blog.

One process to rule them all

All these basic examples can be combined into one amazing marketing automation process.

After a new customer registered, you can add them to a contact group. Then you can send them a personalized welcome email, nurture them and send them a discount coupon a few days later. This would be an awesome sales process, for you and your customers!

And now?

I’ve shown you some basic examples on how to use marketing automation in Kentico. I hope this demonstrates how powerful this tool is and why you’ll learn to love it. It can automate many of your marketing processes and drive your sales, leaving your customers happy. My recommendation is to start small, and build more complex processes once you’ve become more confident. Just keep in mind that this is a living thing and it always needs optimization and improvement.

Further reading
This article was originally published on the blog marketingmaster.ninja.

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