Standing out in the retail market isn’t just a goal, it’s a necessity.
With so many retailers battling it out to be brand-of-choice, marketers need to work smarter, making the most of their budget and resources, without compromising on quality.
Marketing automation through channels such as email, SMS, WhatsApp, and in-app notifications, plays a crucial role in achieving this. It enables brands to tell their stories, showcase their products, and connect with customers on a deeper level.
In this blog post, we’ll explore five automated marketing campaigns specifically designed to boost brand awareness and keep your brand front and centre in the minds of consumers.
Personalised product recommendations
Personalised product recommendations are a simple but highly effective way for retailers to keep their brand front and centre of shoppers’ minds. 76% of consumers report that receiving personalised communications is a key factor in prompting their consideration of a brand, and 78% report that personalised content makes them more likely to repurchase from a brand.
Personalised product recommendations come in many forms and can be automated at many stages. By using segmentation, brands can personalise products based on simple data such as preferences, demographics, or types of purchasing behaviour. Or with dynamic content, brands can send emails that are specific to each individual for a truly personalised experience.
This personalisation can be used at different stages of the buying journey, from automated welcome and re-engagement campaigns, to up-sell and cross-sell recommendations. All aimed at keeping a brand in front of their target audience, whilst increasing sales.
How Mango do it
With the use of consumer data, Mango targets individual customers with product recommendations based on their recent website visits and browsing behaviour. This email is automated post-website visit, and incorporates a range of products that were viewed, alongside similar products that the recipient may be interested in.
Influencer collaborations
Influencers have the ability to catapult retail brands into the spotlight.
The new, more relatable version of a celebrity, many retailers are turning to influencer collaborations to reach their perfect audiences. Leaning on their followers, ability to create trending content, and own personality to reach new customers and build their brand reputation.
Retail brands can use marketing automation to simply send out their influencer collaboration announcements. Or, they can be a little more sophisticated by using segmentation or dynamic content to automate campaigns to groups and individuals who are most interested in the influencer and their offering. This could be based on age, gender, or purchase and browsing history.
NA-KD’s example
NA-KD are known for their influencer collaborations, and each time they shout about it to the world.
Their emails incorporate stunning visuals of both the influencer and the products in their line, allowing recipients to see the items on models, alongside how their favourite online personality would style them.
These emails can easily be teamed with dynamic content to incorporate items related to the recipient’s preferences, or previous browsing and purchasing behaviour.
Exclusive events
Retail brands can create buzz and exclusivity around their brand with the promotion of exclusive events, especially for their VIP recipients.
With the use of marketing automation, these promotions can be sent to segments who are considered ‘extra special’ by the brand, such as those who frequently purchase, or spend a lot.
Not only is this an excellent way to keep a brand at the forefront of customers who are already engaged, but will also create interest in potential purchasers who don’t want to miss out. And these events don’t have to be resource-intensive, they can range from in-store experiences through to online events, or even sales or pre-launches.
Example from Papier
Papier, known for their beautiful stationary designs, don’t disappoint when it comes to their VIP emails.
Their communications are on-brand, incorporating eye-catching visuals which reflect the designs of their products, and their copy reinforces the exclusivity of their sale.
They follow this up with suggested products that can be personalised to the individual’s browsing and buying behaviour with the use of simple segmentation, or more advanced dynamic content.
Basket abandonment
Basket abandonment automations are often seen as a sales tool, but they also offer an opportunity to reinforce brand awareness and your product offering.
By triggering emails at the point where a potential customer has added an item to their basket, but has failed to complete their purchase, your brand can appear in their inbox at a pivotal moment when the customer is looking to buy. This reminds the recipient of your brand, the product they are interested in, and any other additions you would like to incorporate.
Example from Biscuiteers
Biscuiteers provides the perfect example of a basket abandonment email that also contributes to brand awareness.
The design, imagery, and copy of the email are not only attractive but perfectly on-brand. They incorporate an image of the product abandoned and utilise dynamic content to ensure the copy, and imagery reflects the specific product.
Furthermore, they back all of this up with the benefits of purchasing from them, and a customer review which is, once again, specific to the product.
Customer testimonials and success stories
Nothing builds brand credibility quite like testimonials from happy customers. In fact, 99.9% of consumers read reviews when they shop online, and 98% report that reviews are an essential resource when deciding to make a purchase.
Customer feedback can come in many forms: reviews and ratings, testimonials and case studies, or user-generated content (UGC). And they provide the perfect content to incorporate into a range of marketing automations, including welcome campaigns, nurturing series, and abandoned browse or basket triggers.
Example from Silly George
Silly George dedicates an entire campaign to their customer reviews, using purchase data to identify their ‘fan favourites’, and promote these alongside customer ratings and reviews.
These emails could be further personalised with the use of segmentation and dynamic content, to incorporate customer favourites that are most relevant to groups and specific individuals. Creating an exceptionally tailored experience.
Are you a retailer looking to boost your brand awareness?
From personalised product recommendations to sharing reviews, there are endless opportunities to boost your campaigns with little additional resource and budget. By implementing these five campaigns, your brand can not only maintain relevance but also strengthen its presence in the minds of consumers.
With these strategies, you’re equipped to take your brand’s awareness to the next level. And at Deployteq, we can help.
With the support of our experienced team coupled with our industry-leading marketing automation platform, your brand can benefit from increasing your brand awareness via a range of channels, such as email, SMS, WhatsApp Business, and in-app.
Get in touch with us to start boosting your brand awareness today.
