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Common Marketing Automation Mistakes

by Francis Rodino

April 29, 2022

Marketing automation is an excellent tool and should be used by all small businesses. Marketing and sales automation systems offers many benefits, including automated workflows, improved productivity, metrics, analytics, social media management, etc. It is easy to send emails to hundreds of contacts and track marketing ROI. 

You can create reports and analytics based on data from your campaigns and use these to inform future strategies. Marketing automation can be a valuable enterprise software solution. However, mistakes are easy to make when it comes to implementing them. This guide will help you avoid the most common pitfalls in marketing automation.

Spamming too many contacts with too much information

Marketing automation has many incredible benefits. It is easy to set up email campaigns and send large numbers of messages. You can send hundreds of emails to your contacts in a matter of seconds. This communication is easy to misuse. You don’t have to send emails as often as before you purchased your marketing automation software.

Avoid overwhelming or overloading your database. This is especially true when doing a marketing campaign for the first time. You should start slowly and focus on the content and quality of your emails rather than blasting your list.

Marketing without a human touch

Automation is an excellent way for employees to save time and allow them to concentrate on higher priority tasks. It’s important not to let automation take over all aspects of your work, especially when it comes down to the content of your emails.

Customers want to feel that they are receiving a personal message from a marketer and that the campaign was created with them in mind. You should not send generic messages – crafting the right message is essential to creating a deeper connection with your audience

Don’t ignore your metrics

Marketing automation is all about metrics and analytics. This is especially true for email campaigns. It is easy to fall for vanity metrics like open rates. These metrics are important and should be considered when reviewing your marketing strategy or email campaign content. However, you should ensure that you consider every metric your marketing automation tool offers.

It’s equally important to keep track of click-throughs, conversions, unsubscribes and click-throughs. It’s also important to monitor their relationships with one another. Are you seeing high open rates but low conversion rates? You may have high conversion rates but low unsubscription rates. You must be aware of all aspects of the situation to deal with them as they arise.

Too often testing

Customers can be unpredictable. Customers can be unpredictable in their tastes and preferences. However, different people will respond to different things. You can ensure that your marketing campaigns perform at their best by performing A/B testing. This will allow you to see which elements of your marketing perform well.

It’ll be challenging to track which changes have the most significant impact if you make too many changes between versions. To get the best data, make small changes and test different campaign versions for long periods. These results can be used as a guide for future campaigns and strategies. 

Final Verdict

That’s it! Three common  marketing automation mistakes made by marketers and ways you can avoid making them. Have you made one of these mistakes? It’s likely that you have since we all don’t have it all completely perfect. Marketing automation tools are swiftly evolving and improving, which means it’s not difficult to make the same old mistakes while not leveraging these new technologies as they come out.

If you’re aware of these three mistakes and know which tools you should use to ensure you don’t get caught in them, You’re far better than most marketing automation novices. Marketing automation is a great way to increase the results of your strategies, and if it’s not working, then it’s time to examine the marketing person, not the tools. 

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About the author 

Francis Rodino

Francis has spent over two decades launching global digital marketing campaigns and delivering ROI for some of the world's best-known brands. From the BBC to Fifa, Playstation and Virgin, in 2018 Francis set out to make a bigger impact helping established small businesses and entrepreneurs harness marketing technology and cutting-edge digital strategies to increase sales, gain greater control and free up their time grow a business that runs itself.