Marketing automation helps with three most-wanted things; speed, personalization, and better reach. But, if not done right, all of your marketing efforts can fire back pretty bad. Here are the most common mistakes that marketers do in automating their marketing efforts and how to avoid them.
Reaching Out To Wrong People at Wrong Time
One of the most common drawbacks of marketing automation is that your subscribers get more emails than they may want. And if you are being just another “spammer” who sends all sorts of emails to all of your subscribers, they are most likely going to unsubscribe from your communications, or your marketing automation provider or ESP will put a stop to it.
Irrelevant offers, no matter how cool they are, don’t attract the customers. Make sure that you are reaching out to the right customers and at right time with a relevant message.
Personalization Not Done Right
Personalization goes way beyond the general interests of your customers. It is important to keep a close track of your subscribers’ online journey and trigger multiple marketing channels including emails, direct mail and personalized website content while making them highly relevant.
Let us explain this with an example: suppose a customer buys a product or solution from you. It is highly likely that the customer may want to buy more items related to the orininal product/solution. It is important to let your customer know about other interesting solutions you have available, along with any special discounts and offers.
Not Allocating Proper Budget/Resources
Automation does all kinds of amazing things, yet a few people expect to gain big results by investing nothing other than money. Keep in mind that a credible automation platform may cost you between a few hundred and a few thousand dollars. But, you also need to gauge how much time you have to invest in learning the platform and populating it with amazing content. The more you invest, the better results you get.
Automating Every Single Thing
Automation is good as it saves a lot of your time and resources. But don’t automate every single thing Automating campaigns and social media is good, but you will need to invest one-on-one time to engage with clients once they interact with your automations. There are many examples when companies turned all the odds into opportunities by prudently using the social media. Engage with your audience!
Marketing automation is a powerful car, but it needs a driver. Make sure that you are ready to commit to marketing automation as a strategy, not just a solution.
Guest Post Bio:
Andrew Lowen is the CEO of Next Level Web, a trusted marketing agency based in San Diego, California. He has three lovely daughters and the most patient wife of all time. They specialize in Web Design, Search Engine Optimization, PPC Advertising, and Email Marketing (The Agency – not the daughters… yet). See case studies & results of happy clients at www.NextLevelWeb.com.