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Marketing automation is still a relatively new field, but more than 70% of all businesses are already automating some aspects of their marketing campaigns. Furthermore, most other companies plan to transition to marketing automation in the near future.

While automation can be overwhelming at first, it is the most effective way to run large-scale digital campaigns. In this article, we’ll cover three of the best places to start if you’re interested in marketing automation. Keep in mind that automation is also important in order to build customer loyalty with your existing audience.

Providing a Lead Magnet

Most of your leads are already experiencing email overload, so they’ll likely be reluctant to provide their contact information to yet another business. Lead magnets are one of the best ways to generate more interest in your email newsletter.

Lead magnets are things like guides, videos, and ebooks that are only available to those who sign up for your email list. You can quickly add a form or popup to your website enabling customers to enter their email address in exchange for the lead magnet.

Follow Up on Abandoned Carts

Online shopping carts are frequently abandoned before the purchase, so converting even a small percentage of these leads could have a significant effect on sales. Don’t expect them to come back on their own—a simple reminder email or text can make a big difference.

Automation software makes it easy to configure follow-up notifications in response to abandoned carts and other triggers. Some brands offer a perk such as free shipping or a small discount in order to maximize cart abandonment conversions.

Remove Inactive Subscribers

A large email list may look nice, but quality is even more important when it comes to contacts. If subscribers start ignoring your emails, Gmail and other email clients will mark you as a spammer and prevent future messages from reaching recipients.

With that in mind, it’s critical to keep an eye on list health. Set up an automated sequence of two or three emails asking inactive subscribers whether they’re still interested in your content. From there, you should remove them from your email list if they don’t respond.

We often associate automation with generic content, but automating marketing tasks is a critical aspect of optimizing your campaigns. Keep in mind that these are just a few basic ideas to help you start implementing automation in your business—you’ll gradually learn more about the possibilities of marketing automation as you spend more time managing automated campaigns.