We compiled the list of dos and don’ts of marketing automation and software, which refers to a process that streamlines and automates repetitive, tedious marketing activities.

Marketing automation refers to programs that automate, streamline, and measure repetitive tasks such as social media posting, email marketing, customer relationship management or CRM, and ad campaigns.

To some extent, the word “automation” has a negative connotation because it means reducing human intervention in the process, which some people think could lead to impersonal and “cold” interaction between a brand and its target audience. However, this is far from the truth. 

A good marketing automation not just increases efficiency but also improves the buyer’s experience. For instance, you can program your email marketing software to send content to users depending on their activities and “triggers.”

• A welcome email right after they signed up for your newsletter

• An email that contains “recommended products” for people who have already made a purchase

Nowadays, you can choose from dozens of affordable but powerful marketing automation tools. But keep in mind that they are only as good as the way you use them. 

To help you reap the full benefits of marketing automation, inbound marketing expert LOJO Marketing has compiled a list of dos and don’ts of using this type of program. 

Dos of Marketing Automation

Regularly clean your database

Having clean data increases your productivity and gives you high-quality information, which allows you to improve the buyer experience. Fewer errors also result in more efficient employees. 

This is a five-step process to clean your marketing automation database: 

• Identify and remove duplicates.

• Eliminate junk and inactive contacts.

• Check for uniformity.

• Set up alerts.

Put everything in one place

If you want to improve your productivity, choose a solid CRM solution that not only nurtures your relationship with your clientele but also enhances your organizational efficiency and time management. 

A solid marketing automation system also operates and syncs with other programs, allowing you to create a user-friendly software ecosystem. 

Promote fluid collaboration between your marketing and sales team

In a study conducted by Aberdeen Group, a smooth collaboration between marketing and sales department can lead to 32% higher revenue and 32% higher customer retention compared to companies that fail to align these teams. 

Higher customer retention and satisfaction is possible because the salespeople get information about the leads (their name and other personal details, their inquiries and preferences, etc.) provided by the marketing department. In addition, this collaboration means your company can personalize your interactions with its potential and existing clients.

Send customer-centric content based on people's demographics and online activities

If a user frequently visits your product page, it makes better sense to send him an email that mentions your products (and how to use them, their benefits, etc.) than content about company updates or holiday greetings. Simply put, your message should always be in line with people’s online activities and behavior and their demographics. 

By meeting customers where they are (in the buyer journey), your content resonates better with them.

Set up campaigns to retain existing customers

Keep in mind that acquiring a new client is 5-25 times more expensive than retaining an existing one. Unfortunately, many companies tend to overlook the importance of keeping their current customers happy and engaged. 

By sending regular newsletters and posting social media content that resonates with your customers, rest assured that they will remember your products/services should they need them again.

Don'ts of Marketing Automation

Don't set everything and forget

Marketing automation is not a set-and-forget technology. While it eliminates repetitive tasks and some types of human intervention, it remains important to regularly analyze your results and perform some adjustments to make the interaction between your brand and audience as “human” and personalized as possible. 

“Manual” engagement is particularly important when you use blog and social media automation software. After all, you can’t just post a blog or social media content without liking and replying to users’ comments. 

Also, you still need to create your content for blogs, websites, social media, and other digital platforms. Despite some tech companies claiming that their AI programs can churn out written content almost similar to that of a human content writer, the results often look “robotic” (not surprisingly) or even downright funny. 

While AI bots may someday replace human content writers, today’s technology still has its limitations in replicating languages, which are living and evolving organisms.

Don't forget about your existing customers

You should never stop nurturing your relationships with your existing customers. After all, it’s easier to “nudge” them to buy your product because they are already familiar with your brand than convince someone who has not yet made contact with your business.

Don't blast your subscribers with cookie-cutter content

If your email does not resonate with your target customers, they will likely unsubscribe to your newsletter, mark you as spam, delete your message, or block you. 

You may want to read our blog post, “Why Is My Email Being Marked as Spam (and how to fix this problem)?“ to learn more about this issue. 

Again, you use marketing automation to improve efficiency and buyer experience. 

Don't expect that marketing automation can make your content

Marketing automation can schedule, publish, streamline, and measure the results of your content. However, don’t expect it to churn out content for your blogs, websites, and other digital platforms.

Conclusion

Marketing automation is only as good as the user. Hence, make sure that this tool promotes smooth collaboration between your sales and marketing team (or even all the customer-facing staff). Also, you must continuously track your progress, clean your database, and revisit your goals to ensure that your program delivers efficiency and promotes an excellent buyer experience. 

To learn more about how marketing automation can improve your operational productivity and efficiency, and ultimately, your sales, schedule a free consultation with LOJO Marketing.