Marketing Automation Mistakes- Marketing automation is steadily growing, and many companies are taking advantage of its benefits. According to research by Emailmonday, 51% of companies are currently using marketing automation, and more than half (58%) plan to adopt it.
But while marketing automation is reaching mass adoption, the bad news is that there are many automation mistakes people can make. These mistakes can range from email spamming, to not integrating automation with the company’s database. And worse, some of these common errors can end up ruining a campaign, and/or damaging a company’s credibility.
To help you avoid such headaches, here are six mistakes to avoid when using marketing automation.
1. Starting without a plan
Marketing automation will likely fail if you don’t have a strategy in place.
A survey by Three Deep Marketing found that 58% of marketers felt they were having trouble finding success with automation tools due to lack of an effective strategy – and of course, it’s challenging to achieve results without a plan to guide automation efforts.
Before getting started with automation, it’s crucial to determine campaign goals and objectives. For example, the purpose of the campaign may be to generate leads or increase email open rates – each goal requires a different strategy.
It’s essential to take the time to develop a strategic plan for marketing automation which includes outlining goals, segmentation, integrations, content, and other components.
2. Blasting irrelevant content
With marketing automation tools, it’s easy to create and schedule campaigns quickly – but it’s also easy to go overboard and blast too many emails or social media posts to audiences which aren’t relevant.
In terms of email, spamming your contacts’ inboxes can result in higher unsubscribe rates, which not only loses you contacts, but can additionally lead to account suspension with email service providers.
Be sure to segment your audiences, and only send relevant emails to the right people at the right time. You should also look to stagger them appropriately to avoid bombarding your contacts.
For example, a real estate agent might segment their email list to personalize content based on where clients are in the buyer’s journey. While first-time homeowners will be interested in content related to maintenance, property taxes, or insurance, clients looking to sell their home are interested in topics such like tips for staging a house or how to price a home. Remember, the content has to always add value to the reader, so only send material that’s useful and relevant.
With social media, posting too much content that’s not centralized on a specific topic or industry can confuse followers. People use social media to be social, which, again, underlines the need to provide relevant posts that are useful and engaging.
3. Failing to integrate technology
Marketing automation solutions have to integrate with a company’s other tools and databases to be successful. Otherwise, automation tools won’t be able to communicate with other systems, or leverage valuable data to create personalized customer experiences.
According to ResearchCorp, 89% of users that have deployed marketing automation systems have integrated it with their CRM systems. Such integration facilitates a unified approach to data management, and will greatly enhance customer interactions.