The 10 most common e-mail marketing automation mistakes. E-mail marketing automation is the word of the day for my MA friends.
1. We’ll be able to cut down on our e-mail marketing activities.
Well, not really. You’re accessing a new channel and your workload will increase. Preparing the strategy and contents, metrics and automation require a serious amount of effort. You’ll continue your current e-mail marketing activities. Most likely, the scope of activities will increase, resulting in even more work.
2. Mailchimp is good enough.
It’s true that Mailchimp is an adequate programme for sending out mass e-mail that also enables “e-mail drips / sequences / automatic responding”, but these don’t constitute marketing automation. Not to mention it’s hefty price tag.
3. We’ll just use the existing landing pages.
Well, this’ll be kind of difficult. When you approach marketing automation correctly, you’ll find out that, for different target populations in different phases of the purchase process, you need to create different landing pages. Often, you’ll also learn that there’s a problem with your website since there’s no suitable location to position them.
4. We’ll send out too many e-mails and annoy our users.
There’s no such thing as sending out too many e-mails. Yes, some people might unsubscribe from your list, but there’s nothing wrong with that. MA sends out e-mails based on the actions of the users (e.g. who have downloaded an e-book from your website), so they’ll actually be expecting your e-mails (perhaps not expect, but they will certainly understand why they’ve received them).
5. We’re going to invest in an expensive marketing automation system that will solve all of our problems.
No, you’re still going to have your hands full with issue number one. No system will save you from having to prepare your contents.
6. You only need to set up your automation once for it to function unsupervised.
That’s true. You can set up your operations this way. But it’s better to analyze and upgrade as you go along. To improve on your results, it’s necessary to regularly improve the existing as well as add new e-mail drips (e.g. e-mail sequences that are sent out automatically) based on the actions of users on your website.
7. In this flood of newsletters, nobody reads e-mails anymore.
Regardless of the fact that the open rate percentage has decreased and the subsequent decline in the average number of clicks in your e-mails that redirect to your website (CTRs), e-mail marketing automation can yield excellent results since it is based on the actions of the individual (click, visit, download). You just need to set it up correctly (DKIM, SPF etc.).
8. In the website footer, we’ll add a “Subscribe to our newsletter” form and users will give us their contact information.
Nobody cares about your news. However, your one-hour free-of-charge seminar on houseplant propagation will interest a large portion of your specific, target audience. These users will give their consent to receive your communications (and if you’ve positioned a subscription form in the footer, read this.)
I’ve been sending out e-mails for almost 10 years. Ten years ago, we weren’t concerned with the “promotions tab” or minuscule issues like the GDPR.
Today, e-mail marketing is a complex channel, but it can still generate results. MA (you know, MA = e-mail marketing automation) yields even better results because it sends out e-mails at the exact moment that the users wants to receive them or at least when the users still vividly remember you since they were recently in contact with your website. It’s most effective coupled with mass e-mail marketing that still constitutes the foundation which can be used to reach a great deal of people.
Setting up MA is a demanding assignment that’s difficult to complete in one single step. Often, the amount of strategies, content and analysis is so abundant that it’s easiest to tackle the individual jobs consecutively. Only when you’ve completed one should you carry on with the next. Step one should always be the analysis of the target audience and its specific needs. You need to identify the issues that badgers a significant portion of the target population that you provide a solution for. This way, you’ll be able to offer your users something in return for their e-mail addresses. This is the moment when the work actually begins. Now, you need to determine the steps to be taken by the customers in order to complete their purchases. You can guide them through the process via individual e-mail messages that are sent out in a specific sequence.
MA is often perceived as the objective that will result in buys. But seldom do we think of it as a means for the phases following the purchase. SaaS (companies that sell subscriptions) and other companies that are dependent on the retention of clients can use e-mail marketing to provide for more successful onboarding and reduce churn (percentage of users that do not extend their subscriptions – loose definition by Peter).
In the end, MA should not be exclusively e-mail dependant. Yes, it is indeed called e-mail marketing automation, but it should actually be described as marketing automation and also encompass FB messenger, SMS messaging, phone contacts and more. The message that we believe our (future) client should receive must be delivered regardless of the channel, and often, a different channel seems much more suitable.
This channel that we’re using to communicate this very moment is extremely convenient to expound the messages I am trying to get across.
For a more profound discussion, we need to switch to a different channel. Send me an e-mail by using the contact form above and we’ll take it from there. However, if you’ve reached the end of the purchase process, you could also give me a call.