5 Marketing Automation Mistakes Are Hurting Your Campaigns (and it could be worse than you know)

Marketers often find it extremely difficult to be heard in the midst of the noise from millions of messages that their targeted audiences receive. In spite of that, many marketers make the mistake of basing their campaigns on guesswork rather than on solid data-backed strategies.

Sadly, that’s not the only mistake that marketers make, assuring that their marketing automation campaigns will stumble and fail instead of performing the way those were expected.

However, these and other marketing automation mistakes are avoidable – here is a list of common mistakes that marketers are most prone to and how they can avoid them.

1. Processing marketing automation campaigns without definite goals

Marketers who are triggering too many automated email messages and social media feeds instead of setting a specific goal are probably shooting in the dark with no goal to see. Instead first thing they need to do is to spend time to identify marketing and business objectives.

After defining goals, they need to assign those objectives to all the marketing efforts and campaigns, whether through email, social media, direct mail etc. That way, you can optimize your campaigns to business goals, and your campaigns will be more purpose-driven and valuable to your business.

Marketers need to define specific goals for different campaigns before they put together campaigns for automation.

2. Marketing automation campaigns do not meet business goals

Once you’ve defined your goals and objectives, you also need to identify the right metrics to measure campaign performance and success.

One of the major marketing automation difficulties occurs when marketers fail to track relevant and important performance indicators that measure the specific business goals.

Companies that limit themselves to traditional, all-too-generic performance metrics such as email opens, clicks etc, are missing out on the data needed to generate revenues. Generic metrics could yield some data about your users’ activities, but you need to zero in on more specific metrics that help measure if campaigns are meeting business objectives.

If your objective as a marketer involves contributing to the revenue generation of your company, then you should rather choose metrics to help measure the cost per program success, the cost per opportunity, the new names added per program, the pipeline to investment and the pipeline generated.

3. Campaigns are not based on behavioral data

Many more marketers will ignore the behavioral data of targeted audiences and customers. To avoid this mistake, marketers should base their email messages and campaigns on information gleaned from how their audience is engaging and acting with their previous, similar messages.

Marketers also need to check out other relevant behavioral data on which websites and pages prospects are visiting, how they are interacting with similar ads on social channels, search engines, emails and other channels they are using. Thus, marketers can increase odds of more email opens, click rates, responses and conversion rates.

Email open rates that are 50 percent higher, and conversion rates that are 350 percent higher, resulted from targeted emails that are based on users’ behavioral data on their interactions with web sites and pages, according to analysis by The Relevancy Group.

That’s why marketers need to use listening tools to monitor their behaviors, interactions with web pages, where they click and navigating, emails messages they are opening, and links embedded in emails they are clicking and not – and based on these data points, they need to create a scoring model to measure users’ areas of interests and create campaigns with relevant and valuable offers.

4. Email lists are not segmented

If you are only using a marketing automation platform to blast off emails without doing segmentation of your email lists, your emails will attract more unsubscriptions than engagement.

That’s why it is important to first categorize your email list database and then to customize your marketing campaigns before you automate them. If your emails and offers are not useful to your subscribers and prospects, they might shift to your competitors and you will end up losing leads eventually.

To avoid this mistake, you need to create lead nurturing strategies that are optimized to the specific people who are going to receive your mails.

According to Direct Marketing Association, only 42 percent marketers are doing the right kind of segmentation and sending relevant messages to the segmented contacts. If you do not want to be among the 58% and lose customers, start segmenting your email database today!

5. Running campaigns on wrong channels

Marketers also need to focus on the right channels to circulate their campaigns where their buyers are most active. Customers often make spontaneous momentary choices on which channels based on those that are fitting their requirements or to complete a specific task at hand.

That’s why marketers need to consider more than one channel, and they need to distribute promotions across the multiple channels that their targeted customers mostly use. They must identify how their prospects want to engage and interact with content on their preferred channels.

Multi-channel marketing automation campaigns will increase the opportunities for reach and engagement with target buyers. A majority of young buyers now prefer consuming content, engaging with content and completing purchases on their mobile devices whereas older buyers prefer direct mails or emails to engage with promotions – That’s just one reason why you need to choose the targeted channels according to your targeted customers’ preferences.

What’s the biggest challenge and pitfall you face in running your marketing automation campaigns and gaining success in your campaigns? If you need professional assistance and tips to run your marketing automation campaign, connect with us via (408) 502 6765 or our social channels Facebook, Twitter, and LinkedIn.

What is GDPR and How Will It Help Marketers Build Customers’ Trust?

Marketers commonly assume and build their campaigns based on the ‘more is better’ notion and they end up sending more emails, more invitations and event registrations to achieve greater re-targeting goals. However, engaging and winning customers’ trust takes on offering utmost personalized experiences based on their needs and respecting their preferred mode of use of their personal data. That’s why GDPR is devised – to end unethical data use practices which damage the effectiveness of the marketing campaigns.

Contrary to common belief, marketers should not consider GDPR as a hindrance, rather an opportunity to ascertain their marketing efforts will live up to customers’ expectations with ethical and personalized experience based on their preferences. With the implementation of this GDPR legislation, marketers can evaluate their present data management practices and market their products better. So, what is GDPR, actually?

What is GDPR?

May 25th, 2018 onwards, the General Data Protection Regulation, or GDPR, based on the European Union’s (EU) new data protection framework, will take effect as the most important piece of data protection legislation. It will control organizations which use European Union (EU) resident customers’ personal data for marketing and selling products and services. The legislation will also hold rights to control marketers’ practices of tracking and web browsing behavior of EU residents. Implementing GDPR will help ensure fortifying EU residents’ rights to their data privacy wherein stringent policies will improve customers’ rights on personal data, limit processing of personal data, and will enhance transparency in using their personal data.

The term ‘personal data’ in accordance with GDPR means the set of data that will relate to the specific or identifiable person. For this, the GDPR aims at reinforcing rights to personal data of EU residents in how it can be protected and utilized. GDPR is being devised based on six major principles:

  1. Transparency in how and in which the personal data needs to be utilized.
  2. The personal data must be used only in the purpose for which the data got collected and was mentioned to the customers.
  3. Reducing the procedure of collecting personal data right to the necessary steps that are required for the purpose as specified to customers.
  4. To ascertain the accuracy of the data collected.
  5. To check and avoid unauthorized collection or use of data and loss of the data by deploying necessary data security procedures.
  6. Limiting the practices of storing customers’ personal data strictly to necessary purpose.

Furthermore, a new accountability is now required to show how compliance will be implemented, managed and monitored. This will also demonstrate and protect how and why personal records get collected and used.

Now the question is – to whom will this GDPR legislation be applicable?

The GDPR legislation will be applicable to all organizations marketing products or services as well as monitoring web browsing behaviors of EU residents – whether these organizations are operating within or outside the European Union.

In a nutshell, if your business is marketing to and using personal data of Europeans, then this GDPR legislation is applicable to you. Moreover, if your business fails to comply with the legislation, then large penalties are to be borne by your organization which can be as much as 4% of your annual worldwide turnover or €20 million, whichever will be greater.

How to get consent from EU customers under GDPR?

The term ‘Consent’ under the GDPR means -

“which is freely given, whether specific, informed and unambiguous indication of the data subject’s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her”.

There will be ‘affirmative action’ to help collect customers’ consent specific to the purpose for which the data is getting collected and used before marketers will process the same data as well as respecting and protecting customers’ preferences. Also, in terms of customer preferences, which may vary at times, this also can be regulated by GDPR which will state organizations must enable their customers to make changes in their choices and even withdraw their consent, as and when they want to. All organizations will require auditing, evaluating, and identifying all existing data points wherein they are collecting personal records for marketing pursuits.

After GDPR implementation, all marketers are required to provide links or references to online privacy policy and statement in their online forms which they use for collecting data. The references will inform customers of:

  • Purposes in which the data will be intended to be processed
  • Tenure for which the records can be stored
  • Criteria that can be set in order to regulate the period
  • Legal grounds of processing personal records collected
  • Contact details of data controller and representative in EU
  • Type of recipients who will receive the data when distributed
  • Details on international transfers of data
  • Detailed information on customers’ rights to restrict the processing of their personal data
  • Customers’ rights to revoke consent to process data
  • Customers’ rights to get authority for supervision
  • If there is a contractual or statutory requirement in terms of provision of data and if customers are obligated to furnish their records.
  • Probable consequences when customers fail to provide any specific data
  • The requirement of automated decision-making, consequences of processing for the data subject and significant information about the rationale behind it.

How Marketo will help your campaigns comply with GDPR?

Marketo will help marketers comply with the General Data Protection Regulation legislation by enabling them to incorporate a ‘Consent Field’ to every form which will be intended to collect personal data of EU residents. Lead Fields which will be required to document customers’ consent include:

  • Consent to Processing
  • “Consent Last Updated”
  • “Consent Notes” (which states purposes for which the data will be processed as well as information on past records of consent given should be documented here)

Do you need in-depth information on General Data Protection Regulation and how to implement the legislation in your marketing campaigns? You can simply get in touch with us with your GDPR queries at (408) 502 6765 or via services@ShowMeLeads.com. Additionally, you can check out latest updates on our social pages Twitter, Facebook, and LinkedIn.