Avoid the Dark Side of Marketing Automation

“Marketing automation” isn’t just a buzzword — it’s an entire industry. From connector apps like Zapier to email marketing platforms that include complete CRM functionality, it’s never been easier to integrate all your marketing, sales, and promotional tools. But just because you CAN automate everything, does that mean you should? Today, we’re joined by Kasey Bayne, Head of Marketing at DataTrue, for a look at what types of projects brands can automate, what you SHOULD automate, and what you should avoid putting on autopilot.

Welcome to Marketing Is Broken, the weekly series we’ve tried very hard to automate, with truly upsetting results.

If you’ve dipped your toe into the world of automation, you know it can be an incredibly convenient timesaver — auto-posting to social media, sending lightning-fast customer service responses, delighting clients with postcards or gifts… But as anyone who’s ever faced off with a self-checkout machine can attest, sometimes the very things meant to make life easier turn it into a mindblowingly frustrating, deeply dehumanizing ordeal.

So how do you know when you’ve reached the ideal level of automation? Is there any realm in which we can enjoy the bliss of our content production, publishing, and sales outreach all smoothly gliding along… without the horror of a sudden glitch in the Matrix causing chaos?

How To Win At Marketing Automation

The simple answer? Start with automated emails. A new article by Susan Gunelius for Entrepreneur dives into five types of auto-emails most businesses should be sending, including:

  1. Customer support follow-up emails
  2. Post-purchase thank-you emails offering another product for sale
  3. Form submission responses
  4. Abandoned cart reminders
  5. Authentic, simple thank-you emails

Here to chat more with us today about the pros and pitfalls of marketing automation is Kasey Bayne, Head of Marketing at DataTrue. Stick around while we ask Kasey how she decides what to automate, what to handle manually, and how to avoid those all-too-common cringeworthy customer experiences.

Watch the episode to hear Kasey answer these questions about marketing automation:

  • What questions do you ask yourself when deciding whether or not to automate a marketing task?
  • Related: How can marketers avoid falling down the automation rabbit hole?
  • Can marketing automation end up worsening the customer experience? What should marketers keep in mind?
  • Since you might have multiple tools that do the same thing, how do you decide which tools to use for which functionality? And how can marketers keep track of those decisions?

Not-So-Automated Thoughts?

What marketing tasks have you automated? Did it save you time and what kind of trade-offs were there in the customer experience? What are things that should always or never be automated? Share your thoughts in the comments and you might just win yourself some Brandish Insights gear. We’re see you next time!

Author: Josh Braaten

CEO - Brandish Insights

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