01 Apr Marketing Automation mistakes to avoid – Part 2
Last week we wrote about three marketing automation mistakes to avoid.
These were:
Sending out too much content
Bad timing
Not testing the right things before widely sending out
Today, we’d like to share two more common marketing automation mistakes with the related tips of best practices to avoid them:
4. Using only your marketing automation tool basics
The leading marketing automation tools like Pardot are powerful and include flows, advanced tracking features, triggers, segmenting, dynamic lists and multiple channels and integrations. Take the time to take a good look at these features with your top sales and marketing team members and brainstorm the possibilities to create the best action plan.
5. Not tracking email opens
When you actively track email opens – you notice quickly if your emails go to Spam.
First, make sure you use an email service provider.
Email deliverability issues are common and can be solved. Have emails sent to a test group on different systems (Outlook, Gmail, etc.) and if you face deliverability problems – register to three services:
DKIM – DomainKeys Identified Mail
SPF – Sender Policy Framework
DMARC – Domain Message Authentication Reporting & Confrmance
These attest that your emails are legit and improve overall deliverability to inboxes.
In conclusion, marketing automation requires careful planning to be executed correctly. The best way to plan for marketing automation is to get to know your clients and your clients’ personas so you can put yourself in their shoes. In certain circumstances it may be suitable to ask them about both their interests and frequency in which they wish to receive content from you.
Final thougts (and last tip!)
Even if a client or prospect chooses to leave your email list – a best practice is to use this touch point to get feedback about the reason – so you can improve in the future.
Here is the video from emarketeer that inspired us for this article: