By: Danica Jones
Marketing automation is a fantastic resource for effective lead management, but let’s get real for a moment: Mistakes happen.
As automated as the process is, marketing automation is still programmed by human beings, and we’re likely to make a mistake once in a while. So what does this mean for your marketing automation team?
An oversight could result in frustrated leads no longer having an interest in your marketing message; people feeling overwhelmed by too much content or a large number of unsubscribes. An error may also result in no major changes, which comes as a huge relief after panic sets in.
Regardless of the potential outcomes, it’s good to put some measures in place to help reduce the possibility of mistakes. An increased level of quality assurance will help your team leave the office each day feeling positive about the results of your campaigns.
Learn from your mistakes
Here’s a real-life example: I was once asked to reach out to imported contacts from a list I didn’t compile. Forgetting to do a quick once-over, several of the leads on the list received outreach that included their company name, which had been completely butchered.
That experience prompted me to rethink how I quality-check every aspect of my work, as well as the work of my team. I developed a quality control checklist, and it reduced the margin of error significantly.
Santa had a great idea: Make a list and check it twice
Establishing a marketing automation checklist is a great way to review each part of a new marketing campaign to ensure you’ve done everything to set up the campaign correctly.
Here are some tasks to consider adding to your checklist:
- Spell check each new email.
- Do you have trusted colleagues with a knack for copy editing? Send them sample emails to get feedback on content, spelling and grammar to make sure your message has an optimal impact.
- Review each new campaign’s target audience, and make sure you have segmented the audience correctly.
- Review the flow of your campaign to make certain you’re not missing any key steps that relate to how your team manages leads in your CRM.
Use a tool like Trello or Evernote to create a checklist you can refer to with each new campaign. Have each member of your marketing team who play a role in automation sign off on the checklist. This way, you know you’ve all done your part to prevent major mistakes from happening.
When a mistake happens (because they still do), don’t sweat it
One of the most important learning experiences for me, as a marketing professional, has been to let the mistakes go after they happen. It’s inevitable that human error will pop up every once in a while.
Learn and let your mistake initiate improvements on the process.
If you spot a mistake or make a major blunder after a campaign is sent, meet with your marketing automation team to determine the best course of action. If someone from your audience calls you out on your error, apologize and move forward. A genuine apology still carries weight in today’s tough world.
However, don’t let a mistake prevent you from trying new campaigns or strategies.
Marketing automation is a fun challenge. As the tools expand and evolve, I enjoy getting to watch my colleagues find better ways to communicate messages to their audiences.
What are your marketing automation goals for 2015? How has your team handled mistakes in the past? I’d love to hear from you!
Danica Jones is the marketing manager for ConsumerAffairs and works to spread awareness about the ConsumerAffairs for Brands partnership and accreditation program. She shares a message of positive change with brands seeking new and innovative ways to listen to and engage with their customers. When she’s not at work, Danica can be found speaking at business events centered around digital marketing and social media or helping her husband run their boutique luthier, SLJ Guitars. Learn more about Danica on her about me page or connect with her on Twitter at @DIYAdventurer.