Marketing automation is software that carries out marketing tasks automatically, based on what a customer does. Someone signs up, downloads a price list or leaves a shopping basket, and the system sends the right message at the right moment. You set it up once, and after that it runs by itself.
For small and medium-sized businesses it's mainly a way to stay in touch with people who aren't ready to buy yet, without it costing you hours every week. In this article you'll read how it works, which flows to start with and when it's worth the effort.
What is marketing automation and how does it work?
Every marketing automation system works with three building blocks:
- A trigger: the event that sets something in motion. For example a sign-up, a purchase or ten days without a visit.
- An action: what happens next. An email, a text message, a task for yourself or a tag on the customer profile.
- A condition: a fork in the route. Did someone open the previous email? Is this a business or a private customer?
A series of these steps is called a flow or workflow. The difference with a regular newsletter: you send a newsletter to everyone at once, while a flow responds to the behaviour of one person. That makes the message feel more personal and it arrives at a moment that fits.
Five flows to start with
You don't need to build dozens of routes straight away. These five deliver the most for most small businesses:
- Welcome flow: a short series of two or three emails after sign-up. Introduce yourself, explain what you do and give one useful tip.
- Follow-up after an enquiry: someone requests a quote or brochure. A few days later, an email follows with answers to common questions or an example of earlier work.
- Abandoned basket: for online shops. A reminder within a day of what's still in the basket.
- After the purchase: a thank-you, an explanation of how to use the product and, a few weeks later, a request for a review.
- Re-engagement: customers who haven't bought anything for a long time get a message inviting them back.
Start with one flow, measure what it does for a few weeks and then build the next. If you launch five flows at once, you won't know later which one works.
A real-world example from an installer. Someone requests a quote for a heat pump through the website. A confirmation follows immediately, explaining what happens next. After three days comes an email with the five questions customers ask most. If the customer hasn't responded to the quote after two weeks, the installer gets a task: give them a call. The automation does the repetitive work; the personal contact stays with you.
When does marketing automation pay off for small businesses?
Not every business benefits straight away. It mainly pays off when:
- Customers take a while to decide. With a renovation or a course, the choice takes weeks, and it helps to stay in view.
- You regularly get new contact details through your website, a form or your till.
- Customers come back, or could come back, as with maintenance, a salon or an online shop.
- You currently send the same emails by hand over and over.
Only getting a handful of enquiries a month, and everyone buys straight away? Then a personal phone call often achieves more than an automated series. In that case, first make sure enough people come in through, for example, SEO or Google Ads.
Marketing automation tools: what to look for
There are lots of packages, from simple email tools with automation to extensive platforms with a built-in CRM. Prices usually depend on the number of contacts. For a small list you can often start with a free version or a few tens of euros a month. That's a guide; check the current price with the provider. When choosing, look at:
- Integrations: does it work with your website, online shop, accounting software or CRM? Without integration you have to update lists by hand.
- Ease of use: can you adjust a flow yourself without help?
- Where the data is stored: preferably within the EU, and with a data processing agreement.
- Room to grow: what does it cost if your list doubles in size?
- Dutch-language support in forms and unsubscribe pages.
Choosing a package usually isn't the hard part. The work lies in getting the right data in the right place. A good connection between your systems helps there. Read more about automating processes beyond marketing in automating processes for SMEs.
Consent and the GDPR
You can't just email anyone. For commercial email to consumers you usually need consent in advance. Different rules sometimes apply to existing customers, for example for similar products. In any case, make sure that:
- Every email has a clear unsubscribe link that works straight away.
- You record when and how someone gave consent.
- You only collect data you actually use.
- Your privacy statement explains which tools you use.
This is not legal advice. If you're unsure what's allowed, check with a lawyer or the Dutch Data Protection Authority (Autoriteit Persoonsgegevens), which oversees the GDPR (AVG in Dutch).
Common marketing automation mistakes
- Too many emails: people who get something every two days unsubscribe. Fewer and better often works better.
- Emails that don't fit: a discount email for a product someone bought yesterday. Test your flows with your own account.
- Set and forget: prices, offers and links change. Review your flows every quarter.
- Only selling: also give something useful, like a tip or an explanation. Then people keep opening.
- Not measuring: look at what a flow brings in as enquiries or sales, not just opens.
Having marketing automation set up for you
Don't want to figure this out yourself? At Violexa we combine online marketing with automation. We first look at where your customers come from, then at which flows make sense, and connect your tools to your website or CRM. Online marketing starts from €599 excl. VAT (€725 incl. VAT) per month, cancel any month with one month's notice. If an integration or custom work is needed, that falls under AI and automation, from €1,799 excl. VAT (€2,177 incl. VAT) one-off.
Not sure whether marketing automation makes sense for your business yet? Book a free quickscan. In a 30-minute conversation, online or on site, we look at your current approach. Afterwards you get short written advice with a price indication, with no obligation.
Frequently asked questions
What is marketing automation, in short?
Marketing automation is software that automatically sends messages or carries out tasks when a customer does something. Think of a welcome email after sign-up or a reminder for an abandoned basket. You set the rules once and the system then carries them out by itself.
What's the difference between email marketing and marketing automation?
With email marketing you usually send a newsletter to your whole list at once. Marketing automation responds to the behaviour of one person and sends messages at the moment that fits. Many email tools can do both these days.
Is marketing automation expensive for a small business?
It doesn't have to be. Many tools have a free or cheap starter version for a small contact list. The biggest investment is usually in setting up the flows and integrations properly, not in the licence.
How many emails should an automated series contain?
There's no fixed rule. For a welcome series, two to four emails usually work well. Keep an eye on unsubscribes: if they rise, you're sending too many messages or ones that aren't relevant enough.
