We all know that great marketing automation campaigns can deliver impressive results. Effective campaigns can reduce staff workload whilst targeting a wide range of customers.
So what separates an average campaign from a truly great one?
Here are some tips from marketing experts on the anatomy of great marketing automation and how to formulate a successful campaign.
The Anatomy of Great Marketing Automation
Connect Directly With the Customer
It’s always important to remember that great marketing automation campaigns do not replace real communication. You cannot simply replace inefficient human communication with cold, robotic emails. Great campaigns should contain warm, inviting and personalised content so that you can connect to each customer on an individual level.
You need to strike a balance. Content needs to be generalised enough to work in automation, but personalised enough to connect with individuals. This can be a difficult challenge but successfully achieving it is the mark of a great marketer.
It’s not enough to send out regular automated emails. They need to connect – and that takes skills.
A Marketing Campaign is Only as Good as Its Leads
Before you can create a successful email marketing campaign, you need a database of high quality leads. You can achieve this with well-designed inbound marketing techniques.
Marketers need to create effective funnels that generate high quality leads on a regular basis. This makes it much easier to tailor automated messages to fit your demographic. Without a solid lead database, companies may have to resort to buying external lists which are likely to contain low-quality contacts.
Companies with strong lead generation strategies have thousands of potential customers ready to be drawn in with their great marketing automation strategies.
Great Strategies Take Planning
A winning marketing campaign cannot be formed in an instant because marketers need to consider message type, aim, frequency and the use of social media and videos. You need to bring these factors together to create great marketing automation.
The best marketers put time and thought into planning their campaigns and then test them on a small part of their database. This allows time for trial and error and also for ideal solutions to emerge.
After testing the waters, marketers can be more confident in their development of a great marketing campaign. They can then launch the campaign across the whole list of leads.
Great Marketing Automation Leads to Action
Marketing is all about persuading customers to make purchases. There’s not much more to it than that.
All great marketing automation strategies include effective calls to action. They link customers up to current deals, new products and free services, which then lead them to turn their interest into purchases.
If your company is struggling to convert leads into sales, then it could be time to bring in automation experts to turn your Customer Relationship Management fortunes around.
At Flowbird, we are experts on the anatomy of great marketing automation. We offer a range of services to turn your customer list into a reliable source of revenue through the creation of automated marketing that really works.