Seven years ago, I chatted with Luke Magsamen, who was a member of the Roundpeg team at the time, about marketing automation.  While tools have changed, the strategies we discussed are as relevant today to help you keep a business running smoothly, even while you sleep. Here are some key points from our discussion:

1. Automated Messaging: Automated emails and messages can engage both new and existing customers without constant manual effort. This includes sending birthday wishes or reminding customers about abandoned carts.

2. Essential Tools: To implement a successful automated marketing campaign, you need a good email program, engaging landing pages, and a comprehensive database of customer information.

3. Personalized Campaigns: Personal touches, like birthday discounts or anniversary reminders, can re-engage customers effectively. Luke shared his experience with Dollar Shave Club, where a birthday discount prompted him to make an additional purchase.

4. Ongoing Engagement: Automated emails can keep customers engaged over long sales cycles. For instance, sending a series of emails with different resources after a proposal can guide potential customers towards a purchase decision.

5. Evergreen Content: Ensure your automated emails contain evergreen content that remains relevant over time. Avoid seasonal references or outdated information by linking to updated content on your website.

6. Complementary Follow-up: While automation is powerful, it’s essential to complement it with personal follow-ups, such as phone calls, to maintain a human touch in customer interactions.

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