OMNICHANNEL MARKETING AUTOMATION GUIDE / CHAPTER 2
Omnichannel marketing automation use cases across industries
Whether in retail, finance, telco, healthcare, or any other industry, discover how omnichannel automation can transform your marketing strategy and unlock new growth opportunities.
Retail and eCommerce
A customer browses a clothing app and adds a few items to their cart but leaves without completing the purchase.
Omnichannel marketing automation in action:
- App push notification: A few hours later, the customer receives an app push notification reminding them of the items in their cart.
- Email: If the app push notification doesn’t prompt action, a personalized email lands in their inbox, perhaps with a small discount offer to incentivize them to return.
- SMS: If the customer still hasn’t returned, an SMS message is sent as a final reminder, creating a sense of urgency with a limited-time offer or free shipping.
Travel and hospitality
A customer books a flight and hotel package for a vacation to Paris through a travel agency’s website.
Omnichannel marketing automation in action:
- Confirmation email: Immediately after booking, the customer receives a confirmation email with all the details of their trip, including flight information, hotel reservation, and a personalized welcome message.
- Pre-trip email: A few days before the trip, an email is sent with suggested activities and attractions in Paris tailored to the customer’s interests (e.g., historical landmarks, art museums, culinary experiences). This email also includes links to book tours, make restaurant reservations, or purchase event tickets directly through the agency’s website.
- SMS during the trip: While the customer is in Paris, they receive an SMS message with a recommendation for a nearby restaurant known for its authentic French cuisine, along with a special discount code for being a valued customer.
- Post-trip email: After returning home, the customer receives an email thanking them for their business and inviting them to share feedback about their experience. The email also includes personalized recommendations for future trips based on their travel history and preferences.
- Retargeting ads: Based on the customer’s browsing history and past purchases, targeted ads for similar travel packages or experiences (e.g., other European destinations, city breaks) are displayed on social media and other websites they visit.
Healthcare
A patient schedules a doctor’s appointment online.
Omnichannel marketing automation in action:
- Confirmation email: Send immediate confirmation with appointment details and a link to pre-appointment forms.
- Reminder notifications: Send automated SMS or app reminders before the appointment to reduce no-shows.
- Post-appointment survey: Send an email survey to gather feedback and improve patient experience.
- Personalized health tips: Based on the patient’s medical history, send automated emails or app notifications with relevant health tips and resources.
Telco
A customer’s mobile data plan is nearing its limit.
Omnichannel marketing automation in action:
- SMS: Send a text message notifying the customer of their data usage and offering options to upgrade or buy additional data.
- Personalized offer: Based on the customer’s usage patterns, a targeted email with a special discount on a higher data plan or a bonus data pack.
- In-app promotion: A notification within the telecom provider’s app showcasing relevant international roaming plans or other add-on services.
Banking and finance
A customer shows interest in a new credit card on the bank’s website.
Omnichannel marketing automation in action:
- Follow-up email: Send a personalized email with more details about the credit card and its benefits and a link to apply online.
- Chatbot: Implement a chatbot on the website or mobile app that answers questions about the credit card, eligibility requirements, and application process.
- SMS reminder: Send an SMS reminder to complete the application if left unfinished.
- Personalized financial advice: Based on the customer’s profile and financial goals, send automated emails or app notifications with tips on saving, investing, or managing debt.
Education
A prospective student visits a university’s website and fills out an inquiry form.
Omnichannel marketing automation in action:
- Welcome email: Thank the student for their interest and provide information about the university’s programs, campus life, and upcoming events.
- Personalized program recommendations: Based on the student’s interests and academic background, send automated emails suggesting relevant programs and courses.
- Application deadline reminders: Send timely SMS or email reminders about upcoming application deadlines to ensure the student doesn’t miss the deadline.
- Alumni success stories: Create engaging social media posts and send emails featuring successful alums from similar backgrounds, inspiring and motivating prospective students.
