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If you’re reading this because you’re unsure whether automation is right for you, then let’s begin by putting your mind at rest.

You’re not alone. With concerns about complexity, budget and time constraints, or even making your email campaigns sound robotic, automation is an often misunderstood, yet powerful tool.

The first thing that marketers need to know is that automation is not an all-or-nothing tool. You don’t need to start using all the functionality on day one and you don’t need to start with the most complex programs either.

Baby steps

All journeys start with a single step, and the same philosophy applies to automation. It’s perfectly acceptable to start small and build from there. Begin by deciding what you want to use automation for…

  • To generate new leads?
  • To maintain leads, rather than lose them from your pipeline?
  • To promote cross-selling on your online platforms?
  • To build stronger relationships with your customers?
  • Or to push rich content that you’ve created to increase your inbound potential?

Focus only on your goal to begin with, and begin a trial period with simple messaging – even if it’s just to thank your customers. Don’t be afraid to experiment. Once you have a better grip on the tool’s capabilities, you can adapt and build upwards from there.

The most important thing to do throughout

You’ve probably heard this before, but it’s one of the most important things you’ll need to know. Testing will be the key to achieving success with automation, even before it goes live. Just as you continuously scrutinise and develop your marketing strategy, keep testing your automation activities to establish what is and isn’t working.

This post is a snippet from Steve’s article on the Smart Insights blog. To read the full post, click here.