Marketing Automation Pitfalls to Avoid
Marketing automation makes connecting and truly engaging with your customers more manageable. It's an effective tool that can have powerful results when used correctly. Marketing automation allows you to learn from what hasn't worked in the past and to optimize for the future. As you differentiate between customer activities to attribute sales, you can build up a strong marketing plan that's backed by data and will have a positive impact on the ability of your future marketing activities to actually drive revenue.
Although marketing automation is almost a magic tool, you need to tread lightly. The process of connecting with customers becomes very easy, so you can't forget that there's a real person at the receiving end of every message you send. Focus on communicating and connecting with customers in the way that they're comfortable with.
As you figure out the marketing automation process that works best for you, there are a few mistakes you should avoid:
1. Sending messages too often: How easy is it to send an email to your list? Too easy — and that's the problem. Emailing and communicating with customers is part of the puzzle when it comes to making sales, so naturally it's easy to overdo it. You most likely shouldn't be sending emails every day. And depending on your list, sending an email every month might even be too much. It's also important to keep in mind that ISPs can be very picky about deliverability; some of your emails might not even make it to the customer. Finding the right balance can be tricky and might take some work, but it is critical.
It's important to have a strong preference center. Your customer can choose how often they would like to hear from you and about which subjects. You get more insight into the customer and the customer gets the emails that he wants to see. Everyone wins.