If you’re considering the purchase of a marketing automation platform or even a standalone automation solution, it’s definitely a good idea to do your research to find the best solutions for you. It’s equally important to ensure you’re not heading straight into a mistake! We’ve previously written about the risks involved with not having an inbound lead generation strategy, not defining strong goals and not segmenting your email lists in our article ‘Marketing Automation Mistakes To Avoid’. This article expands on those three previous potential mistakes. In essence, by treading carefully and doing your research, you’ll find that you’re driving a successful marketing automation campaign that has a more than impressive ROI!
You send too many emails
Whether you believe in the old adage ‘the more, the better’ or you’re sending more emails than you need to because your list isn’t segmented, if you’re sending too many emails, your customers will eventually get annoyed and unsubscribe – or worse – mark you as spam. If this sounds like you, it’s important to realise that less is more. Sending fewer emails might seem counterproductive, but if you ensure each of those fewer emails are extremely high quality and sent only to the relevant segments, you’ll increase your chances of success. This is because a few emails opened by highly qualified leads is much better and will lead to more sales than thousands of emails sent to people who will just ignore or delete them.
You’re only taking advantage of automation for emails
If you’re only using marketing automation for email automation, you are seriously missing out! Marketing automation can do so, so much for your business, so why not automate as much as you possibly can to maximise your efficiency? You may believe that automating too much will make your communications seem robotic, or will lead to less work for humans, but that’s not true. Sure, automation does make processes more efficient and will save you a whole heap of time and effort, but this just gives you and your marketing team with more time for other important tasks, like strategising new marketing campaigns or brainstorming the best ways to get your brand noticed outside of the internet.
- Improve your email marketing beyond anything you’ve ever seen! Add interactive email features, create automated drip campaigns, develop intuitive lead generating campaigns.
- Create intelligent online or email embedded surveys and polls that will help you gauge what your customers want immediately.
- Utilise cutting-edge event management tools that do everything you need to make your events the best they can be.
- Harness the awesome power of mobile/sms marketing, which can dramatically increase your engagement and lead generating ability.
- Design beautiful mobile optimised landing pages that perfectly work with all our other amazing software features.
This is just a very small preview of what our software does and the possibilities are almost limitless when you take a look at what our platform can be integrated with! That’s only the surface layer though – you’re also able to use marketing automation’s engagement scoring platforms to inform so many more processes, such as social media interactions, telephone and face-to-face communications, customer monitoring across the board that can inform your sales team’s actions and so much more!
You’re using too much software
There’s always a chance of having too much of a good thing, which can happen when you’ve found a strategy you like and you’re attempting to implement far too many different things associated with it. Many ‘savvy-conscious’ marketers have implemented marketing automation into one aspect of their workflow (such as emails), then – instead of investing in one high-quality all-inclusive platform – they attempt to build a ‘frankensystem’ out of the cheapest stand-alone automation software they can find. These marketers usually end up spending more money than they would have if they bought the aforementioned high-quality platform, as they run into issues with integration and compatibility, errors and other problems that drain their time and money.
Your best bet is to invest in one very high-quality platform that can do everything you want it to out of the box (so to speak) and be integrable with many other software platforms that offer extra features. Swift Digital’s marketing automation platform can offer you exactly that. We’ve gained a reputation as being one of the best – if not the best – marketing automation platforms in Australia and the world and we stand behind our reputation. If you’d like to find out why we’re so popular, call us for a chat on 1300 878 289 or click here for a free demo.