Marketing automation has become a vital tool for businesses of all sizes. It can help you gain and maintain a competitive advantage. Accelerate sales results. Plus, it allows you to engage more contacts with personalized messages sent at the right time. So you can build good relationships.
However, not all marketing automation systems are created equal. In fact, very few have all the essential tools in one service package. If so, that may cause you to integrate third-party system parts that can cost you time and money, especially when things go wrong in the future.
This is why it is vital to first know what a complete all-in-one marketing automation system is all about.
Marketing automation is server-based software that integrates different technologies.
The 4 most vital automation technologies for marketing campaigns
First of all, it includes a CRM that allows you to collect, store and use information about your contacts. To be able to segment your contacts by custom fields and labels, behavior such as opening emails and clicking links, as well as purchases.
Second, it includes an automated messaging system for emails, text messages, postcards, and tasks. This allows you to send each message to contacts based on when they signed up, a date, behavior, purchase, and more.
Third, it has eCommerce functionality. Integrate order pages with form and payment gateway for one-click purchases. Also, it can allow you to integrate with a shopping cart if you prefer. Above all, you can automate processes based on successful or failed transactions, subscriptions, trial periods, payment plans, coupons, and more.
Fourth, you must have a campaign builder that allows you to take each contact on a personalized journey with measurable results. This allows you to create multiple campaigns for signup, upsell, upsell, downsell, and retention.
A marketing automation system like Ontraport’s can provide additional functionality. These include marketing tracking to help you see which ads, landing pages, and emails are driving the most profitable results. Membership and affiliate marketing site to help you increase the number of customers and sales. Form Builder and Landing Pages that let you design professional-looking sites in minutes. And a lead router and scoring system to help you and your sales team track leads and convert them into customers.
Three key benefits of a marketing automation system are that you can customize it for your business. You can have multiple marketing campaigns running at the same time 24/7. Plus, you can automate specific processes for contacts throughout their journey. But there are also marketing automation mistakes you can make along the way.
Marketing Automation Mistake #1: Emailing Contacts Who DID NOT Subscribe
Marketing automation involves permission-based emails. That means you send emails to contacts who give you permission to send them information. You can get permission when each contact subscribes to your system. However, manually importing a list or adding contacts to your marketing automation system is a violation of SPAM rules. If you do this, you can compromise email delivery even to those to whom you give permission.
Marketing automation mistake #2: Not maintaining a database of active contacts
Even after you get a contact to opt in, you must keep them active. That means you should continually email them with relevant content to engage with at least once a week. Otherwise, they may forget about you and not open the few emails you send. Over time, they can become less engaged, decreasing email deliverability for your entire database. A re-engagement campaign is an effective method of getting unengaged contacts to engage with your emails again. You get these contacts to tell you if they would like to stay on your list or unsubscribe. So you can maintain a consistent and clean contact database.
Marketing automation mistake #3: Focusing on the wrong metrics
Marketing automation allows you to measure the results of your campaigns. This includes signups, sales conversion, email open and click link rates, landing page views, sales, ROI, and more.
However, focusing on the wrong metrics can cause you to misunderstand the actual results. For example, you might have two campaigns where one has much higher open rates and lower click-through rates. However, when you calculate click-to-open rates, you may see a completely different result. Before launching each campaign, it’s vital to know the metric you’re looking to focus on to determine success.
Marketing Automation Mistake #4: Non-Split Testing Campaigns
All campaigns are differentiated by the type and number of contacts, content and more. Split testing campaigns are the key to finding what works well. But the key to split testing is to test only one variable at a time. Like a headline, price, offer, design, or target audience. The campaign that wins is the new control. You can then try other campaigns against the control.
Marketing automation mistake #5: Not having a certified consultant on your team
Marketing automation is both an art and a science. Requires a combination of technology savvy with direct response marketing experience. As well as an objective mindset that is not biased towards the company or the product. That’s why it’s best to have an independent consultant certified in the use of marketing automation software on your team. To develop the strategy and build a custom automation system for your business. Also, to train your team in the use of the system.