Did you know that over 70%* of successful companies use marketing automation? The benefits are undeniable. Marketing automation tools can save businesses significant time and resources, allowing them to focus on more strategic initiatives. They help personalise marketing messages based on customer demographics, interests and behaviour, leading to higher engagement rates and conversions.
Unsurprisingly, the adoption rate of marketing automation is soaring. Multiple studies show that the global marketing automation market is predicted to reach a staggering $13.71 billion* by 2030, and 76%* businesses now utilise some form of marketing automation, recognising its potential to transform their marketing efforts. Businesses that use automation are also 46%* more likely to succeed with an effective marketing strategy.
However, despite its benefits, many businesses still fall into common traps when implementing marketing automation.
7 Common Marketing Automation Mistakes You Should Avoid
Let’s explore the most common mistakes businesses make with marketing automation.
1. Lack of Strategy
Jumping into automation without a clear roadmap is a recipe for disaster. Businesses must define their goals, identify their ideal customer profile and develop a strategy that resonates with their target audience. Rushing the process can lead to generic, irrelevant messages that fail to connect.
For instance, an app promoting fitness routines might automate a generic welcome message to all new users, regardless of their specific interests in running, yoga or weightlifting. This approach misses an opportunity for personalisation. If the app had included a section in the signup process for users to specify their main fitness interests, it could generate a more personalised welcome message, directing users to relevant features or content within the app. Even if the first message remains generic, capturing the user’s interest early on allows for more tailored communication in future messages, ensuring a deeper connection with potential customers.
2. Data Issues
“Garbage in, garbage out” applies to marketing automation too. Dirty or outdated data will result in inaccurate segmentation and poorly targeted campaigns. Businesses must prioritise data hygiene, ensuring their CRM system contains accurate and up-to-date customer information.
For example, a company might have outdated email addresses in its CRM, which can result in automated emails bouncing back. Unfortunately, this lowers the overall delivery rate and increases costs. Many email marketing services charge based on the number of email addresses stored, so by cleaning the list and removing invalid addresses, the company can reduce its subscription fees and improve the efficiency of its marketing efforts.
3. Poor Segmentation
When you try to speak to everyone, you end up speaking to no one. Effective marketing automation relies on segmentation, which involves dividing your audience into smaller groups with similar characteristics. This allows you to tailor your communications to resonate with each segment’s specific needs and interests. For instance, a bank could segment its audience through banking services by sending targeted emails with relevant service recommendations to home loan seekers, students or corporate entities.
4. Set-and-Forget Approach
Marketing automation is not a one-time fix. Once you’ve launched a campaign, the work doesn’t stop there. It’s crucial to analyse and monitor results and performance metrics and continually refine your strategy based on data insights. A set-and-forget approach will likely yield subpar results, leaving valuable opportunities for improvement untapped.
5. Quantity over Quality
Some businesses fall into the trap of prioritising quantity over quality when it comes to email marketing. Sending frequent, low-value emails can overwhelm your audience and lead to unsubscribes. Imagine receiving daily emails promoting the latest discounts on everything from furniture to pet food. This scattergun approach is unlikely to generate genuine interest and might even damage your brand reputation. The key is to focus on creating high-quality, informative content that genuinely adds value for your audience.
6. Misalignment Between Marketing & Sales
For optimal results, marketing and sales teams need to operate in sync. When these departments are siloed, nurtured leads can fall through the cracks. For instance, a company’s marketing team might nurture leads with valuable content and emails, but if the sales team isn’t prepared to follow up with qualified leads, all the marketing efforts go to waste. Establish clear communication channels and handover procedures to ensure leads are seamlessly transitioned from marketing to sales.
7. Neglecting Testing
A/B testing different elements of your marketing automation campaigns is essential for continuous improvement. Emails with a generic subject line like “Important Update” are usually less impactful than those with a targeted line like “The Car You’ve Been Eyeing Up Is On Sale!” It is important to A/B test subject lines to find out which resonates best with your audience and drives higher open rates.
Types of Marketing Automation Platforms
Choosing the right marketing automation platform for your business can be daunting. With so many options available, businesses risk investing time and money in a solution that might not align with their specific needs. Before you dive into the options available, it’s crucial to define your business goals and identify the areas where automation can have the most significant impact. Consider factors such as your target audience, marketing channels, team size and budget.
Below we will break down the different types of marketing automation platforms with examples and recommendations to help you make an informed decision.
Email Marketing Automation
- Examples: Mailchimp, SendinBlue, Constant Contact
- Key features: Automated email campaigns, segmentation, A/B testing, analytics and pre-designed templates.
- Ideal for: Businesses focusing on email as a primary communication channel, looking to nurture leads and send targeted campaigns.
Customer Relationship Management (CRM) Automation
- Examples: Salesforce, HubSpot, Zoho CRM
- Key features: Lead tracking, automated follow-ups, customer segmentation, sales pipeline management and detailed analytics.
- Ideal for: Sales and customer success teams aiming to streamline processes, improve lead conversion and enhance customer relationships.
Social Media Automation
- Examples: Hootsuite, Buffer, Sprout Social
- Key features: Automated posting, scheduling, analytics, social listening and engagement tools.
- Ideal for: Businesses with a strong social media presence looking to save time, increase reach and monitor online conversations.
Mobile Marketing Automation
- Examples: Leanplum, Braze, CleverTap
- Key features: Push notifications, in-app messaging, SMS marketing, user segmentation and analytics.
- Ideal for: App-based businesses aiming to increase engagement, retention and app store rankings.
E-commerce Marketing Automation
- Examples: Shopify with automation apps, Klaviyo, Omnisend
- Key features: Cart abandonment emails, product recommendations, customer segmentation, email campaigns and analytics.
- Ideal for: Online retailers looking to boost sales, improve customer experience and increase average order value.
All-in-One Marketing Automation
- Examples: HubSpot, Marketo, ActiveCampaign
- Key features: A combination of email marketing, CRM, social media automation, landing pages, lead scoring and analytics.
- Ideal for: Businesses seeking a comprehensive solution to manage multiple marketing aspects in one platform.
Chatbot and Conversational Marketing Automation
- Examples: Drift, Intercom, ManyChat
- Key features: Automated chat responses, lead qualification, customer support, engagement tracking and CRM integration.
- Ideal for: Businesses looking to provide instant customer support, generate leads and enhance customer engagement.
Choosing the Right Solution
To select the best marketing automation tool, carefully evaluate your specific requirements and budget. Consider starting with a specialised tool if you have a clear focus, such as email marketing or social media. For businesses with broader needs, an all-in-one platform might be a better fit.
Remember, the key to successful marketing automation lies in effective implementation and data analysis. Review your campaigns regularly and make adjustments as needed to optimise results.
Partner With An Expert
It’s important to note that with a significant portion of the population now having smartphone access, mobile app marketing automation has become an essential part of business strategies. Many people now conduct business primarily through mobile devices, making it imperative for companies to optimise their mobile app experiences. Businesses can enhance agility, efficiency and competitiveness by automating app development and marketing processes. To deliver exceptional mobile experiences, drive growth and stay ahead of the competition, investing in automation is crucial. Partnering with an expert app development company with a strong track record can help you avoid the common pitfalls discussed and unlock the full potential of marketing automation.
A skilled app development company can provide comprehensive guidance, from selecting the most suitable marketing automation tool to designing compelling customer journeys that nurture leads effectively. They will typically have a dedicated growth marketing team in place, armed with industry expertise, to advise on the best practices and tools. Most importantly, these experts are champions of continuous improvement, committed to ongoing optimisation and testing to ensure your campaigns constantly evolve for optimal performance.
Ready to Harness the Power of Marketing Automation?
Appsynth offers a comprehensive suite of services designed to help businesses navigate the complexities of marketing automation with ease and confidence.
While mostly known for our mobile application development services in Thailand, we have a team of marketers and data analysts that support clients in laying out the strategy for app marketing. With years of experience working with enterprises across multiple industries, our team ensures that your automation efforts are strategic, data-driven and aligned with your business goals.
Contact Appsynth today to schedule a consultation and learn how we can help you achieve your business goals.
*Sources:
- https://colorlib.com/wp/marketing-automation-statistics/#:~:text=1.,76%25%20of%20companies%20use%20automation.
- https://explodingtopics.com/blog/marketing-automation-stats
