3 Marketing Automation Benefits Your Business Needs to Use

For restaurant and c-store teams strapped for time when maintaining busy day-to-day operations, keeping up with a marketing strategy is difficult. An effective marketing approach requires you to connect with guests on a regular basis. However, if you’re juggling dozens of tasks to run the business, these personalized touch points are harder to come by. Luckily, your team can find a solution in marketing automation software. 

Marketing automation is the use of software that triggers tasks instantly based on conditions you set within the platform. It saves teams time while helping them keep in touch with customers, driving sales and loyalty. 

If you’re considering a platform, you first need to understand why marketing automation is the right choice for your business. In this article, we’ll look at why marketing automation is essential and strategies for how you can use it to see the best results.

The Core Marketing Automation Benefit: Efficiency at Scale

Marketing automation takes on the routine tasks that are crucial to a successful restaurant or c-store. It allows you to accomplish more with less. Here’s an example of marketing automation in action:

Your business’s ability to grow and meet customer demand hinges on guest satisfaction. Rather than confining guest experience to a simple transaction, it’s crucial to foster a relationship with your loyal customers. One way to do this is with personalized emails. You can set email marketing automation to send birthday emails with customized offers to thousands of guests at once. 

Key Insight: Maintaining guest engagement is crucial to maintaining business stability in a shifting and uncertain economy. To learn more, check out our 2025 Economic Resilience Toolkit.
 

3 Key Benefits of Marketing Automation for Small Teams

Businesses of all sizes benefit from marketing automation, but especially small teams with limited availability and budget. These are three ways that marketing automation can help small teams accomplish more:

1. Send Follow-Up Emails Instantly: A small team may struggle to find time to follow up with every customer; however, with marketing automation, you can connect with guests instantly without sacrificing productivity. 
2. Request Feedback From Loyal Guests: Feedback is an important part of creating a high-quality customer experience, and marketing automation can help your team get that information by asking guests for input without manual lift.
3. Offer Post-Visit Rewards: Based on customer data, leverage marketing automation to send rewards to guests after they visit your establishment. That way, you make sure they feel acknowledged without adding more to your team’s plate.

By automating routine parts of your business operations, your team can cover more ground without risking overspending, errors, or burnout. 

Why Is Marketing Automation Important for Customer Experience?

Marketing automation lets your team stay in close touch with customers without the heavy lifting of doing so manually. You can create personalized experiences, such as the birthday email example mentioned above, to connect with guests and build lasting relationships. 

To make the most of marketing automation tools, connect them with your customer relationship management (CRM) platform. This way, you can collect and use high-quality, reliable data from the CRM to inform how you set up automation conditions. Good data increases the odds of successfully personalizing emails, leading to greater customer loyalty and retention.

Marketing Automation Helps Align Sales and Marketing Teams

By implementing marketing automation for your restaurant or c-store, you establish a central source of truth. Both your sales and marketing teams can access information in this platform, which promotes data accuracy and collaboration. 

Your marketing team focuses on driving interest and intention among prospective customers. They also want to keep your current customers’ satisfaction high. On the other hand, your sales team works to turn high-intent leads into paying customers. Automation and shared data platforms keep these teams aligned when handing off high-value leads, which increases the odds of achieving your goals.

Top Advantages of Marketing Automation for Lead Nurturing

To successfully transform a new lead into a paying customer, you need to commit ample time and resources to seeing that lead through to the end, and marketing automation is an asset in making this happen. These are three advantages of marketing automation to nurture leads:

1. Create Tailored Experiences For Prospective Customers: Customization is key to driving customer satisfaction. By syncing customer data with your automation platform, you can foster these personalized moments for your guests.
2. Score Leads to Focus on High-Intent Customers: Depending on where customers land in the sales funnel, some may have higher intent than others. Automation can help identify high-intent guests so you can focus on them.
3. Connect With Customers By Sending Follow-Ups: A follow-up message after a guest signs up for your loyalty program or newsletter, or after they make a purchase, is a great way to use automation to continue building that relationship. 

Automation also helps with long-cycle lead nurturing, like catering or loyalty upgrades. For example, you can use automated email campaigns to send loyal guests reminders about their account balance and as they near their next reward tier, or to reengage them after a period of inactivity. In this way, you can strategically keep in touch with guests without spending countless hours sending emails by hand. 

Generate Better Leads With Smarter Data and Timing

With a trustworthy shared platform that displays performance data at your fingertips, it’s easier to uncover your strongest leads. Specifically, data from email behavior or point-of-sale (POS) systems can point to quality leads.

A customer with a high email open and engagement rate demonstrates strong interest or intent. Pay attention to when you send emails, subject lines, visuals, and language. Then, compare all these details to open and engagement data. If you couple this information with POS system data, you can get a sense of how often this customer makes purchases and which menu items they favor. 

The more behavioral data you have on your audience, the better you’ll understand them. As a result, you can create more memorable experiences.

Increase Campaign ROI With Automation Software

A marketing automation tool simplifies sending the right content to the right segment at the right time. When you strategically time customer engagements, you’re more likely to increase your return on investment (ROI). One way you could do this for your business is with bounce-back email campaigns. 

When a customer visits your restaurant or convenience store, set your automation platform to send them an email after seven days. The email may include a special offer, a thank-you note for visiting, or your business backstory. Its goal is to keep your new or returning customers engaged by facilitating a carefully timed, personalized interaction. 

Make Smarter Decisions With Unified Customer Data

Customer data is at the heart of every marketing campaign. Without it, your team is guessing on the best way to connect with customers. Unified, reliable, and accurate data on your loyal guests’ habits ensures you have the information you need to make smart business decisions. 

That said, the best way to simplify getting and maintaining this data is by implementing a single platform that centralizes data from your loyalty platform, POS system, CRM, and any other system that stores guest data. Make sure you have data on loyalty tier activity, purchase history, customer behavior, and customer touchpoints. Remember, the more data that you have, the more accurate your insights, which results in stronger campaigns. 

Marketing Automation Benefits That Drive Sales Performance

These are the top three marketing automation benefits that drive sales performance for your business:

• Generate More Customer Engagement: Every customer touchpoint is an opportunity to increase ticket size or make another sale, and automation lets your team send hundreds of emails to help boost engagement.
• Scale Your Marketing Strategy: Because automation can cover more ground than manual marketing, you have more opportunities to drive customer engagement and prompt them to make a purchase. 
• Reengage Inactive Customers: You can leverage automation to connect with customers who haven’t engaged with your business. Reengaging these guests means they make a purchase they likely wouldn’t have otherwise. 

As you find the best ways to use automation for your business, it’s going to be equally essential to map increases in sales to your efforts. That said, metrics you’ll want to pay attention to for sales performance include ticket size, visit frequency, and referral traffic. These analytics will let you know how well your current automation strategy is working for your restaurant or c-store. 

Advantages of Marketing Automation for Personalized Communication

Personalized communication is crucial to building a long-lasting connection with your customers. It shows your guests that you’re paying attention and you care, making it one of the top marketing automation advantages. 

For example, create an automated email campaign that segments your lunch visitors from your late-night crowd. You’ll customize email offers based on data from these segments. So, you might offer loyal guests from your lunch crowd a free dessert with a minimum purchase or invite late-night guests to get a percentage off their order after a specific time in the late evening. 

By keeping in touch with your loyal guests on a personal note, you keep them interested and engaged—both of which translate to higher sales. 

Boost Engagement by Understanding Consumer Behavior

With the help of integrated automation, you gain a bird’s-eye view of consumer behavior based on data from all your tools. This real-time data empowers you to strategically increase engagement based on your segmented customer’s present activity or inactivity.

For example, say you have a handful of loyal customers who haven’t ordered in some time. Lapsed guests are a regular part of business operations, however, you can work to reengage them. Automation technology can manage reactivation campaigns by connecting with guests based on time since last purchase or app login. Your team can set the precise timeline based on unique consumer behavior.

Improve Reporting and Analytics Across All Channels

Analytics pulls back the curtain on aspects of your business, such as customer behavior, preferred menu items, and sales. However, for that information to be helpful, it needs to be comprehensive and accurate. 

A marketing automation platform helps by instantly extracting cross-channel metrics to foster reliable data collection. By constantly collecting and analyzing data, your team can always access real-time insights into your current guests’ preferences or buying habits.

With a robust automation tool, you can drill down into segment-specific data points to understand your audience in fine detail or pull back to get a big-picture view of business performance across multiple locations.

Frequently Asked Questions About Marketing Automation Benefits

These are our answers to common questions about the benefits of marketing automation. 

What are the results of marketing automation?

Marketing automation can lead to increased lead generation, customer engagement, and overall sales. Additionally, automation can help your team create more opportunities to personally communicate with your guests, increasing the odds of customer return visits. 

What are the pros and cons of marketing automation?

The pros of marketing automation include time savings, productive lead nurturing, more consistent customer engagement, and higher sales. However, the cons of marketing automation could be a risk of generic messaging or a high upfront cost.

Your team can mitigate the cons by tracking customer behavior and getting reliable, real-time analytics. These insights help you get to know your customers so you can use the automation tool to strategize your marketing communications effectively. 

What are three examples of marketing automation?

Examples of ways you could use marketing automation include drip campaigns for new menu items, birthday or anniversary rewards, and reengagement campaigns to draw lapsed customers back toward your business. 

Why Marketing Automation Is Worth the Investment

From increased visibility into your guest behavior or expanded ability to engage with customers regularly, marketing automation comes with a wealth of benefits. Like implementing any new platform or tool, automation asks for an upfront financial and time investment. However, once it’s up and running, the technology frees your team to accomplish more with less, gain a competitive advantage, and generate more ROI. 

Book a demo with Paytronix to see how marketing automation strategies can be applied in real-time campaigns. Also, explore the Annual Loyalty Report to uncover insights on market trends, customer behavior, and best practices that turn data into measurable ROI and improved customer engagement.