Marketing automation can be great when used appropriately. It can help you organize tasks, increase your number of communication attempts, and create consistent personalization for your organization.
Many companies use automated emails as a way to contact you whenever you sign up or show interest in something. These types of emails have developed a bad reputation due to how “spammy” these companies make the email look, and they can be difficult to craft in a way that entices your prospect to open them.
Include personalization in your marketing automation and outreach
However, by adding personalization to your automation, you can effectively reach out to your prospect. This is also a great way to provide your prospects with additional resources that are relevant to them. Again, just be sure the resources you provide are actually relevant and match the stage of the buyer’s journey that the lead is in.
Marketing automation is great for campaigns and can help increase revenue while maximizing efficiency. By cutting back on repetitive tasks, you can focus on tackling problems with a higher priority. It also helps you cut back on human error.
It’s all about finding the right balance and using automation without it being your only attempt at communication. Try not to think of marketing automation as a full-on solution, but instead as a useful tool that helps you accomplish your overall goals.