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.


3 Benefits of Email Preference Center Will Make You Want to Start Now

Have you set up your Email Preference center yet?

Most marketers look at the concept of an email preference center as an unnecessary part of their email marketing activities, and frankly some view it as a waste of resources. But in our privacy-conscious world, and contrary to what many people think, a Preference Center can give you peace of mind. Without these centers, marketers cannot get a self-reported and even comprehensive set of insights and information on their targeted customers. Nor can they identify if they are interested in their products, newsletter, periodic updates content, or other offers.

Here are a few things about email preference centers that can help you to move forward with one – what it is, how it works and how an email preference center can help boost the performance of your email marketing campaigns. In short: a simple way to improve your long-term client relationships.

First things first: Define the email preference center

An email preference center, or a subscription center, should be the first part of an email registration process, because of the unobtrusive way it can help collect information from your targeted customers.

It is a check point where email subscribers can update data about themselves, including their own preferences in receiving emails. By offering this kind of choice, you enable your subscribers to take control over the type of content and information they want to receive from you. Also, they are given choices to decide their preferred frequency in which they want to receive mails and how many mails they want to receive. That will give marketers with useful insights about their prospects, which they can use to personalize campaigns and customize messages, based on subscribers’ preferences, leaving overall powerful impacts on their email campaigns.

For an in-depth look at how an email preference center can benefit and empower your ongoing email campaigns, scroll down and check out these bullets on the advantages of setting up an email preference center.

Benefits of email preference center

1. Lessen incidences of unsubscribes and spam reports:

Often marketers have no idea why their subscribers choose to unsubscribe from their email lists – but with an email preference center, they can collect information on why prospects are unsubscribing from their campaigns. In addition to that, an email preference center also helps marketers by giving alternatives to their subscribers who are contemplating unsubscribing, giving them reasons to keep the relationship at least somewhat intact.

Broadly speaking, there are three things your subscribers do to exclude themselves from your email list and these are

  • unsubscribing from the list

  • managing their email preferences

  • reporting your email address as spam.

With an email preference center, and a “manage your preferences” option, you take a powerful pre-emptive step so that they are far away from clicking the ‘Report as spam’ button. That option to regulate how many or frequently they will receive your communications, and the type of content and information they want to receive, is powerful preventive medicine.

2. Showcase your email offerings:

Another major benefit of having an email preference center is to be able to showcase marketers’ email offers and content. If you have multiple email lists, then take advantage of an email preference center to make your subscribers aware of your multiple email lists. Email preference centers not only allow subscribers to unsubscribe but also, choose the email lists they are interested in to get periodic updates and newsletters. Thus, they can select their preferred and most relevant email list and communications.

Here one thing you need to make sure of: you must have adequate content ready for every email list you have created to maintain a steady flow of good quantity and quality of content for your subscribers. For example, if your subscribers prefer tips and tricks or DIY type of content, make sure you have enough relevant content of that type. Similarly, if you let them choose lists by their professional profile, roles or industry, your content inventory must feed them with relevant content useful for those profiles and industries.

3. Get help in segmentation:

Email preference centers are of great help in segmenting prospects and targeted customers. These centers free marketers from doing the guesswork for their email marketing campaigns by enabling them to give their subscribers choices and personalize campaigns based on their insights on their preferences.

Based on subscribers’ email preferences, it becomes easier to accurately segment them and deliver personalized campaigns to keep subscribers engaged and take actions as stated by CTA. For example, you can create email preference center similar to Groupon which has categorized their centers based on multiple factors that are location, notifications, and types of deals.

Other factors that you can consider for creating email preference center and delivering personalized emails can be –

Type of messages:

Use email preference center to allow your subscribers to self-select their choice of content they want to receive and engage with. By this, we mean that let your subscribers choose topics of content, offers that attract them the most, type of news and their choice of new product updates which will bring them closer to your product and service lineup. Thus, you can target better with an email preference center by sending them customized promotions and product announcements and in return, you will decrease high attrition rates of your subscribers.

Frequency options:

Build an email preference center which gives you the ability to regulate the frequency with which your subscribers want to receive emails from you. That way, you can reduce the risks that your subscribers will become annoyed with too many emails and eventually unsubscribe from the list.

If they have a choice to set frequency, they can now receive emails at their preferred intervals. In the same way, you can use their frequency choice information to set the right timing and automate campaigns accordingly. This insight about frequency can help you determine how many emails they want to receive as double assurance that they won’t hit the “unsubscribe” button down the road.

Preferred channels:

An email preference center will also allow your subscribers to set their preferred channel through which they want to receive content, engage with your brand, and communicate with your campaigns, letting them self-select from various channels such as, websites, email campaigns, social media channels, mobile, paid ads etc.

This way, you can not only reduce bounce rates and complaints about your campaigns, but you can improve engagement rates, email deliverability, and sender reputation with most Internet Service Providers.


Email experts repeatedly recommend this email best practice which is to allow subscribers to choose desired format of emails. And it is another major benefit of email preference center that it lets prospects to choose if they want to receive emails in their preferred version such as, mobile, HTML or text. Thus, you can deliver emails to your subscribers in their preferred readable format and increase engagement with your emails.

Address update:

These email preference centers or subscription centers are extremely beneficial for both subscribers and marketers, also by easing the address update process with the email list. For many reasons, subscribers may want to change their address whether they have relocated, changed of jobs, etc. An email preference center allows updating their contact address, without much difficulty. This can include information such as physical residential address, email address, home phone numbers, work phone numbers and mobile numbers. It greatly helps marketers to stay updated of their prospects and marketers contact details effortlessly.

An email preference center is imperative to enhance your personalization, relevance, email deliverability, and engagement. As well, it will decrease bounce rates, unsubscribe rates, spam reports, complaints and the possibility that you will get stuck with a negative sender reputation.

Now, the question is what type of email preference centers do your email marketing campaigns require? Find out which kind of email preference centers you need, how to create and dos and don’ts to remember while building here – Types of Email Preference Center – Dos and Don’ts of Subscription Centers.

If you’d like some expert professional guidance and assistance to set up a Preference Center, let us know. Call us at (408) 502 6765 or connect and chat with us via social channels Facebook, Twitter, and LinkedIn – we have it all you need.

5 Golden Rules to Make the Most of Marketo Landing Pages

The beauty of Marketo landing pages is that a new lesson follows with creating a new page each time owing to a plethora of factors to consider, choices to make, and tools to take into account in the process.  Marketo has launched a host of new features and functionalities to its landing page program. What follows are five of the best practices we have followed through years of providing landing page design services for our clients.

1. Which Marketo landing page?

The marketer can choose from three types of landing page options with Marketo:

a. Marketo-Hosted Pages with Marketo-Hosted Forms –

This is one of the best options we recommend to most of our clients based on their marketing objectives, primarily for the ease of use, both in getting started and in maintaining the page. Moreover, these landing pages are easy to repeat and clone with scopes for optimization too.

Another reason why this page is highly recommended is because marketers do not need any support from IT or developer specialists in the ongoing process of maintaining these pages. Another great perk of selecting Marketo-hosted pages with Marketo-hosted forms is that these pages, being dynamic in nature, can vary depending upon whom is the targeted audience visiting the page.

On top of that, the Marketo form associated with the Marketo page can incorporate progressive profiling of the form and social marketing features to improve relations with leads and buyers.

b. Own Website Pages/CMS with Marketo Hosted Forms

For clients who want to maintain the consistency in all of their webpage assets from websites to landing pages, we suggest that they use this configuration for their Marketo landing pages – Marketo hosted forms with their own webpages and CMS. Marketers just need to get the form code, and position it anywhere in the page they want.

One drawback of this option is the clients’ limited accessibility to Marketo’s features and functionalities (except major functionalities) and loss of efficiency to some extent. However, many companies embrace these limitations in order to ensure that website changes are included in their main framework of their website CMS.

c. Custom landing pages

Though this ‘Something Else’ option brings adequate opportunities for customization by incorporating custom coding, it also takes in a considerable amount of campaign time and professional support for creating these pages.  If the client wants to make posts on Marketo and some other system, then this Marketo landing page option fits their needs perfectly. However, many times, marketers need to depend on developers and their coding services, which may not turn out as planned by marketers.

2. Landing page templates

After you have chosen the right type of Marketo landing page, you need to decide on the right template. There are two types of Marketo landing page template options you can choose from – the guided landing page or responsive landing page template and free-form templates. The free-form templates come with a drag and drop page editor, whereas the guided/responsive template provides an editor with full-fledged customization options.

3. Get more information from pages

We recommend that our clients leverage hidden fields with their Marketo landing pages, to be able to capture more details on your prospects and leads. Marketo allows capturing various landing pages, more than most users are aware of,  including web ads they have clicked to enter the page, key phrases used by visitors while entering the landing page, the search engine where they found your landing page among others. Users can make use of the ‘Click Paths’ option to trace information on these areas as well as the industry they deal in by adding some list of suggested industry names they can click as a navigation. When they click on those specific industries, you can redirect your users to a more personalized landing page for them with the kinds of deals and details they want.

4. Content for landing pages

By content we mean both the textual and the visual content to be used in Marketo landing pages. While graphics or visual content works in enticing your targeted audience, textual content plays a significant role in keeping your leads and prospects engaged with the right information, message, tips on usability of the products or services and personalized offers.

Remember that graphics attract users more to click any link – so make the graphics hyperlinked and add a brief description or image caption to describe the usefulness of the graphic. If you are offering an ebook, whitepaper or case study to download from the landing page, make sure you take the screenshot of the cover page of the gated content that you are offering for download. That way, your visitors will be able to see what the content is about.

At the same time, you should provide enough detail about the content to be downloaded, preferably in bullet points. The more your landing page content can be easily scanned, the more you will be able to give away the copies – webpage visitors have shorter span of attention, the faster they can comprehend the benefits of downloading your content, the faster decision they make. You can also associate the textual content with short video to ease them into consuming your content.

5. Landing page testing

Testing your Marketo landing page is a must, but remember you do not need to spend too much of your resources in testing too much. The main areas where you need to emphasize for testing Marketo landing pages are captions for graphic elements, main headline of the page that serves as the preface of the page to generate interest of visitors, as well as other essential elements such as image size and loading time, form length, call-to-action (CTA) button. Take the test once a week while keeping tabs on the number of conversions that are being generated from the landing page every week.

Do you find these tips useful? In case you need professional support for Marketo landing page creation and optimization, then get in touch with our professionals at  (408) 502 6765 or by sharing your requirement below or through our social channels – Facebook, Twitter, and LinkedIn.