Do You Make These 5 Marketing Automation Mistakes?

Yet not each marketing automation system is the same. In fact, very few have all the essential tools in one package of services. If so, that can cause you to integrate system parts from third parties that can cost you time and money, especially when things go wrong down the road.

That is why it's vital to first know what a full all-in-one marketing automation system is all about.
Marketing automation is a server-based software that integrates different technologies.

4 Automation Technologies Most Vital for Marketing Campaigns
First, 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 tags, behavior - such as opening emails and clicking on links, plus purchases.

Second, it includes an automated messaging system for emails, text, postcards and tasks. This allows you to send each message to contacts based on when they opted in, a date, behavior, purchase and more.

Third, it has eCommerce functionality. It integrates order pages with a form and payment gateway for one-click purchases. Plus it can allow you to integrate with a shopping cart if you prefer. Most of all, it can automate processes based on successful or failed transactions, subscriptions, trial periods, payment plans, coupons and more.

Fourth, it must have a campaign builder that enables you to take each contact on a personalized journey with measurable results. This allows you to create multiple campaigns for opt-in, sales, upsell, downsell and retention.

Three key benefits of a marketing automation system are that you can customize it for your business. You can have multiple marketing campaigns at the same time that operate 24/7.

Marketing Automation Mistake #1: Sending eMails to Contacts Who Did NOT Opt-in 

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 opt-in to your system.

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 must continually send them emails with relevant content to engage with at least once per week. Otherwise, they may forget you and not open the few emails you send. Over time, they can become less engaged, diminishing email delivery of your entire database. A re-engagement campaign is an effective method to get non-engaged contacts to interact with your emails again.

Marketing Automation Mistake #3: Focusing on the Wrong Metrics 

Marketing automation allows you to measure the results of your campaigns. This includes opt-ins, sales conversion, email open and click link rates, landing page visits, sales, ROI and more.
However, focusing on the wrong metrics can cause you to misinterpret the true results.

For example, you may have two campaigns where one has much higher open rates and lower click rates. Yet when you calculate click to open rates you can see an entirely different result. Before starting each campaign, it is vital to know the metric you seek to focus on to determine success.

Marketing Automation Mistake #4: Not Split Testing Campaigns 

All campaigns differ by the type and number of contacts, content and more. Split testing campaigns is the key to finding what works right. But the key to split testing is to test just one variable at a time. Such as a headline, price, offer, design or target audience. The campaign that wins is the new control. Then you can test 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. It requires a mix of technology know-how with direct response marketing expertise. Plus an objective mindset that is not biased toward the company or product.

These are why it is best to have an independent consultant certified in the use of the marketing automation software on your team. To develop the strategy and build a custom automation system for your business. Plus, to train your team on using the system.

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