Many of the great innovations throughout history have come as a result of automation. It should be no surprise that automation software has been developed specifically for marketing applications. However, this doesn't mean you simply purchase software and forget about it, instead you should follow marketing automation best practices in order to see the best results.
The first thing you need to do is find a product that offers what you require. Silverpop is an example of a leading marketing automation software that can not only track and profile visitors on your website, but can also track email marketing results.
Learn About Your Software
There are many different ways to automate your marketing efforts out there, and while most focus on similar goals, they all offer slightly different things. Before you can plan your marketing strategy you need to understand how powerful your platform is. There are usually tutorials and often regular webinars offered for training that come with most software.
Don’t Ignore Main Features
While it’s good to focus on automating your strategy one part at a time, make sure you start with the most important parts. One of the best ways to improve your marketing efforts is to learn about your customers and their habits through email marketing. Unfortunately, many fail to capitalize on this effectively, in fact many marketers don’t have a plan in place for mobile email, a large segment of their customers that has grown rapidly in recent years.
Focus on Building Profiles and Using Them
Luckily software like Silverpop makes profiling easy. It will break down your customers by many different characteristics: location, gender, browsing habits etc. However, this is where the work begins for you.
Silverpop will let you target different segments of your customer list based on their habits through your email marketing campaigns. The reason this is so powerful is because it will allow you to optimize your email strategy for your individual customers, but only if you use them correctly. Use the built-in capabilities to split test different strategies in order to find what delivers the best return on investment.
Not only should you split test individual segments, but also remember to test different strategies as a whole. For example, it’s been discovered that emails sent on Mondays had the highest revenue.
These are general marketing automation best practices that can help form the basis of your marketing strategy. Make sure you apply them and look for ways to improve upon them over time.