Marketing automation could be incredible. It could make businesses ultra-efficient. It could allow staff to focus on meeting clients’ needs, instead of worrying out routine tasks. It can make scheduling a breeze. But all too often, it doesn’t.
Recent history is littered with marketing automation failures. For some reason, companies fail to understand how to get the most out of their automation systems, and leave them exposed to public relations disasters.For anyone who knows about marketing automation, these kind of mistakes can make your blood boil.
Why Do Companies Fail to Clean Up Their E-mail Lists?
One of the most basic failures we see time and again is companies forgetting or refusing to spend a little time and money cleaning up their e-mail lists. It always pays to keep a clean list. Not only will it be cheaper to only send mails to bona fide customers, you can also avoid contacting the wrong customers with irrelevant marketing information.
What’s even worse is that poor quality e-mail lists are almost always a sign that the underlying databases are faulty. These databases should guide your CRM strategy. They should contain as much information as possible about sales leads and loyal customers, and they should be kept as accurately as possible.
Who Cares About Mistaken Identities?
Obviously, that’s not a serious question. As marketing professionals, we should all try to communicate clearly and directly with customers and we should always get their names right.
How often have you received automated mail-outs with that address you as “Mr Steve” or “Mrs Laura”? Even worse, many marketing automation campaigns leave out the names altogether. Instead, customers receive a greeting along the lines of “Dear
This kind of failure should never, ever happen. But it does. With the right automated marketing systems you can minimise the risk of an identity crisis, so it makes sense to use them.
Social Media Can Be A Marketing Minefield
Plenty of companies have tripped up on social media. Automating your Twitter or Facebook responses might seem superficially wonderful. For example, you might want to send out a thank you every time someone mentions your products. However, think twice before subjecting your followers to this kind of messaging strategy. Automated social media messages can often come across as mis-timed. At their worst, they can be actively offensive.
Think about travel companies.
You might think that contacting social media users who talk about their destinations would be a good idea. But what if they were talking about a plane crash in that country? You can imagine the kind of offence that an automated message could cause.
What’s so annoying about these marketing automation failures is that they can be easily avoided. If you use the latest CRM solutions, you can craft efficient, client-focused communications strategies that save time and money without alienating anyone. If this sounds good to you, contact Flowbird and we’ll try to work out an automated marketing system that works for you.