Five Key Elements to any Marketing Automation Strategy

May 12 2015

You’ve implemented a Marketing Automation platform, developed personas, mapped the buyer’s journey and established measurable goals for your campaign. You’re ready to go, right? Well, not necessarily.

When developing a marketing automation strategy, the following items are keys to your success:

#1 Contacts

The key question is how “clean” is your email list? It’s not the quantity that counts, it’s the quality! Does your marketing automation software remove emails that have previously had a “hard bounce”? A hard bounce is an email address that permanently fails to send.

The following are examples and some causes of hard bounces:

• Invalid email address: recipient is no longer at the organization
• Unknown domain: could be caused by an old list or domain that doesn’t exist
• Bad syntax: email is missing “@” or it is a fake email
• Spam filter: ISP has flagged your IP for sending too many blocked messages

It’s not altogether bad to get a hard bounce. The reality is that the validity of email lists decline over time so there will always be hard bounces. The goal is to keep them at a minimum. In a recent MailChimp study, most organizations’ hard bounce rate ranged from 0.2% to 1.36%.

Where does yours stand?

#2 Cadence

It’s an art and science to find just the right rhythm for communication delivery. Too many, too soon, and you risk overwhelming your contacts. Too few, or too long in between, and you lose momentum. Set a baseline and watch progress to see what cadence is ideal for your particular customer segment.

Always be testing.

#3 Content

Content is your workhorse to get the job done in converting lead. And success depends on much more than message relevancy. It also means matching the tone to your personas, and appealing to more than one learning style. Try explaining your benefits through a customer story, or mixing in some humor for levity if that will delight your persona. Make sure your content is a healthy mix of words, visuals and videos—and that your calls to action are crystal clear.

Don’t forget the subject line! The subject line is the key to getting the recipient to open the email. Many marketing automation experts recommend spending half your time generating the subject line and the other half crafting the email copy.

What was your most successful campaign? What were the elements that made it work?

#4 Systems

Your marketing automation platform likely won’t live by itself. We often need to stitch together a patchwork of legacy systems with a Marketing Automation or CRM platform in order to create an elegant flow of information to streamline the customer experience and inform analytics. Identify these early on and prioritize your systems integration efforts to support success.

Are your sales and marketing systems talking? Are they talking in both directions?

#5 Analytics

The power of marketing automation is ultimately realized with a 360-view of user-level behavior.  Make sure you have visibility into your website analytics, CRM system and other data sources to gain insight into what your leads are actually doing within the journey.

Is your Google Analytics set up properly to capture the right information to inform your campaigns?

Addressing these factors early on will go a long way to a smoother road with more valuable results. Learn more about how Mambo Media can help you with your marketing automation strategy.

Read How to Convert Qualified Lead to Brand Advocates

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