Building paths to potential customers

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The greatest value of marketing automation tools lies in combining all of these features into a single tool. This allows you to create complex lead paths fully automatically.

Imagine you have a business that sells shoes online. A user has added products to their shopping cart but hasn't yet made a purchase.

Marketing automation tools offer you the opportunity to automate the ig database communication process with such a user. For example, they can receive a personalized email reminder about the store after one day. After another two days, they can receive, for example, a text message with a discount code for a specific shoe model. If they still haven't made a purchase, a company employee can receive a notification asking them to call the user.

This is just one example of a very simple customer purchase path. Paths can be optimized, changing their impact depending on whether the person opened and read the previous message. You can also optimize messages based on their score, which increases the more interactions the customer has had with your company.