Top 8 marketing automation mistakes that you have to avoid

Marketing automation has exploded in popularity over the last few years. On average,  51% of companies are using Marketing automation and 58% plan to adopt it in the future, according to Emailmonday.

Spending on marketing automation is expected to reach $25.1 billion annually by 2023.

Why? Because of numerous benefits: 

  • marketers and sales reps save time by automating repetitive tasks,
  • personalization increases engagement and marketing ROI, 
  • faster support and delivering important information at the right time improves customers’ satisfaction.

However, to fully profit from your MA efforts, you need to keep a few things in mind. 

Here are the 8 mistakes companies make when deploying Marketing Automation.

Mistake #1 –  Picking Marketing Automation system without a strategy

Why are you interested in marketing automation? Because you know it could add value to your business or just because everybody else uses it?

If you’re in the second group, you are in for a disappointment. 

Usually, this problem is caused by a lack of a clearly defined strategy. Without it, you don’t even know what to look for and end up choosing an inappropriate system.

It’s like going to a supermarket without a list. You buy things you don’t need and forget about the essentials. Marketing automation should help you execute your marketing strategy, not create one for you.

To avoid this situation, sit down with your team and discuss your needs and expectations before picking an automation platform. Only then you’ll know what features are necessary and which are not.

Mistake #2 – Having no marketing goal in mind

Defining goals is essential not only for buying an MA platform. It will let you focus on things that matter to your business, instead of just having fun playing with automation editor.

Ask yourself what you need to achieve first. Is it increasing the number of leads? Improving retention and customer satisfaction? Or streamlining internal sales processes?

Make up a list of goals and ways to achieve them. Then, executing them one by one will be easier, faster and far more effective. What is more, you’ll be able to keep your communication coherent and all processes will complement each other.

Mistake #3 – Encouraging only the marketing team to use automation

Marketing automation is valuable not only for your marketing team. It can be useful for your sales and support teams as well. In fact, to deliver fruitful campaigns that will benefit your whole business, you should let all departments work together.

Sales reps can automate follow-up emails, scheduling tasks and managing deals. Support and customer success agents can make use of chatbots, automated chat messages, and after-sale notifications or text messages. 

Mistake #4 – Using too many different tools at once.

For every marketing need you can find a different app. If you choose to use those one-purpose tools, you will face problems managing it.

Setting up automations for chat messages, push notifications, texts and emails in different systems means you have to integrate them all with your CRM or have your IT department come up with another way to exchange data. It may become a drudgery and you’ll probably have limited opportunities.

That’s why, if you want to automate omnichannel communication or allow for comfortable work, it’s best to consider an all-in-one platform. You’ll have an instant access to all the information without the need for uploading and converting data, as well as contacting other employees.

After all, the whole point of getting an MA system is to make things faster and more efficient.

Mistake #5 – Using marketing automation only as an email marketing tool

For many companies marketing automation is synonymous with email automation. But it can do so much more than that!

As you know by now, you can automate almost every communication channel. Add to that lead segmentation and scoring, deal management, numerous internal processes and tracking offline conversions.

Why not take advantage of it all?

Mistake #6 – Running very few A/B tests

Have you ever spent much time crafting a perfect copy that didn’t bring any results? Many marketers have. 

Often what turns out to work is not what we thought about in the beginning. That’s why running as many tests as possible is crucial.

With marketing automation you can easily test new offers, content or channels. As for me, it’s one of the greatest advantages MA systems can give you.

Make use of it. It will surely benefit your business.

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Mistake #7 – “Set it and forget it.”

Forgetting your automations once created can be ineffective or even a bit risky. Below are just a few examples what can go wrong.

  • Remember what I’ve said about testing? If you don’t tweak your ideas to find the best performing one, you won’t move forward. 
  • Having many automations turned on can have an unpredicted effect. You don’t want to send two different chat messages, pop-ups or emails at the same time.
  • Something can change on your website and your automations may stop working. It can cost you real money, so do regular checkups to make sure everything’s fine.
  • Let’s say there is a small bug on your website or, god forbid, in your lead gen form. If that’s the case, your visitors or customers may get spammed with lots of automated messages or get something not intended for them. It happened to us once. Don’t make the same mistake.

Mistake #8 – Being too eager to automate

It’s good to be excited about your new automation tool. It will surely give you new opportunities. But beware of trying too hard and automating anything you can think of. 

A wise man once said, “Too much of anything isn’t good for anyone”. It applies to marketing too. 78% of email users decided to unsubscribe from service merely because they were receiving too many emails. 

It’s an excellent idea to ask your customers how often they wish to receive promotional messages from you – once a week, every two weeks or once a month? You can do it either by an email survey, in a pop-up or using chatbot. 

So, do yourself a favor. Before you automate another push notification, email or SMS, stop and think if it’s not too much.

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