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Marketing automation is a wonderful thing. It allows systems to work for you, even while you aren't looking at them. It means personalizing experiences for each user - something you physically could not do, once you gained enough customers. It is not, however, an all-powerful tool that means you can set it once and walk away. If you want the best engagement for your efforts, you will have to stop doing these five practices that hurt your marketing automation efforts.
1. It Is Not a One-Time Thing
Though the word automation suggests otherwise, marketing automation is not a one-time thing. It means that you must constantly draft new ways to engage, communicate and provide value to your customers. It means thinking of new ideas to be fresh, and it means monitoring how well your emails are doing. There are always changes to be made in the quest to provide the best content for engagement.
2. Not Connecting it with Sales
You want to sell things. Marketing automation lets you do that, but you must first set it up. Have your sales and marketing teams work together to provide the best experience, or, if you're doing it by yourself, remember that the two need to work in tandem.
3. It's Not Just About Email
Yes, email is a crucial aspect of this practice. That doesn't mean, however, that it is the only aspect. Marketing Automation Software by MailChimp can do more than just email marketing, for example, and lets you create custom campaigns for social media too. Within email, it is sending out confirmation emails, welcome emails, birthday emails, suggestion emails, reminder emails, and more.
4. You're Not Personalizing the Experience
If you aren't personalizing your user's experience, you shouldn't be using automation. The point, and the reason why marketing automation is so popular, is that it allows marketers to treat every customer as a unique person. Algorithms can determine what products a person might like based on their purchase or search history and send them a compiled list once a month. You can also reward loyal and frequent customers with special discounts or early access to sale items.
5. You're Being Too Aggressive
You do not want to spam them with emails. You don't want to clog up their inboxes. You want to provide a valuable service. This doesn't include confirmation emails and welcome emails, naturally. Make sure that you don't send suggestion emails to them every other day. Not only will the content you are sending be too similar, but you will also annoy the customer and will likely end up in a spam box. Monitor engagement and tweak from there to find the perfect amount of time to email your contacts.
Automation is the way forward, but, likely, you aren't currently using automation to its fullest potential. Stop doing these five practices to get starting on optimizing your automation efforts. As time goes on better and better software and algorithms will mean you can do more with the information and data that you collect. You want to always improve, and putting your efforts into marketing automation is the first step.
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