If you’ve invested in a marketing automation tool to help grow your business and increase your customer base, congratulations! You’ve taken the first big step toward taking your business to the next level.
Now, it’s time to really make the most out of the software that you’ve likely invested a lot in, in terms of time, budgeting, and making sure that your team is on board to learn the system. You want to make sure that you’re using it to its fullest potential, and that you’re growing and changing, not just keeping to the same tactics that you’re most comfortable with. With a system that’s designed to help you make changes, try something new and design campaigns that are as flexible as your customers are, it’s important to get the most out of your software.
Try, fail and then try again
Marketing automation software allows you to test new things, track results, see what went wrong, with which customers, and what worked, and then try again. A/B testing is just one function that you can play with to see what gives your campaign the highest conversion or engagement rates. If something works really well in one campaign, but you can tell that in the other, your audience didn’t quite engage with it as much, take your successes and design your next with those in mind.
Part of evaluating your campaign results is making sure that your customers are getting what they want from your brand. If you’re a medical company sending messages about primary care to a millennial audience, you’re not going to get much engagement – statistics prove that millennial’s aren’t seeing primary care providers, and aren’t looking for them. So, instead of continuing to send out these campaigns in a vacuum, you can instead take what you’ve learned from your failures, design something that’s going to resonate with different audiences, and then hit the button on those campaigns.
You’re not going to get it right every time with anything you send. You never know what might make a customer open an email from you one day, but not the next. Maybe they scrolled too fast through their unread emails, or accidentally sent it to the trash can instead of flagging it. But, you can track your analytics, study your results, and learn from each attempt so that your next one is even better.
Build and organise your contact lists
Marketing automation software can help you manage what’s probably the most hated aspect of all marketing teams – the contact lists. Messy, unorganised and sometimes, entirely wrong, contact lists are typically not anyone’s favourite thing to deal with. But, with this software, you can make sure that your lists can be organised by address, age, ethnicity, location, past behaviour, likeliness to engage in the future, and anything else you can think of, so that targeting your campaigns is easy and seamless. Yes, lists aren’t the most fun thing to handle, but with this software, you can make sure that you’re using your lists to their greatest potential for your businesses’ success.