{"id":9722,"date":"2017-04-14T12:24:56","date_gmt":"2017-04-14T19:24:56","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=5035"},"modified":"2020-06-05T18:46:57","modified_gmt":"2020-06-05T18:46:57","slug":"mistakes-avoid-email-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/mistakes-avoid-email-marketing-automation\/","title":{"rendered":"Mistakes To Avoid In Email Marketing Automation"},"content":{"rendered":"

I am of the first generation to really have grown up with cell phones. Actually, I\u2019m probably just older than that generation but play along for the sake of my point (and feelings).<\/p>\n

I\u2019m very familiar with using my smartphone and am often guilty of it being seemingly attached to my hands.<\/p>\n

Due to advancing technology and ease-of-use, my grandmother now has a smartphone too. However, she convinced herself she doesn\u2019t know how to use it and doesn\u2019t want to learn.<\/p>\n

Last time I was in town, I spent time with her to show her how easy it was. Seeing it for herself, she finally admitted she was fully capable of using her smartphone. She\u2019d built up fears in her head that kept her from using her phone, but getting to see it in action, felt confident enough to use her phone.<\/p>\n

For years, I would attend expos or events and would talk to business owners who felt similarly about email marketing and social media. As time has gone on, that fear has subsided. In its place is email marketing automation<\/a>. The technology has gotten to a point where any marketer can successfully execute automated campaigns. However, we need to break down the mental barriers keeping marketers from trying. Below, I\u2019m sharing what not to do, so that the only thing left to do is to setup automated journeys for your subscribers.<\/p>\n

Here are four mistakes to avoid in email marketing automation:<\/p>\n

Mistake #1: Not Doing Email Marketing Automation<\/b><\/h2>\n

Why avoid something that can save you time, increase your efficiency and make you a more impactful marketer? Automation also frees up time for your other important tasks. In fact, a practical marketer should be doing as much as possible with automation.<\/p>\n

Perhaps the reason you\u2019ve avoided automation to this point is that you\u2019re not sure where to begin. Well, start simple. Many marketers have set up a Welcome Email to send upon subscription. It doesn\u2019t hurt to start off with a concept with which you\u2019re already familiar. Rather than that onboarding process being a one-off email, try and make it a three email journey that brings a subscriber in and introduces them to your brand.<\/p>\n

    \n
  1. Say you\u2019ve custom designed t-shirts for a local sports team and you\u2019re trying to convert a new website visitor into a customer. Use a signup form that offers a small discount for subscribing to your list.<\/li>\n
  2. In your first Welcome Email, be sure to provide the promo code for the discount you promised on the signup form. The CTA should be to purchase a t-shirt using the promo code.<\/li>\n
  3. Three days after they subscribe, you can follow up with an email campaign that has customer testimonials. They can boast how comfortable the t-shirts are or how many compliments someone got when wearing the shirt to the team\u2019s recent game. Once again, the CTA should be to purchase a t-shirt and a reminder of the promo code.<\/li>\n
  4. For your third email, seven days after they subscribe you can share a few of your most popular t-shirts or even the most recent designs. A site visitor may have liked the look of your homepage and figured they\u2019d be interested in a t-shirt at some point but hasn\u2019t had the chance to browse your site. Seeing the shirts in their inbox may just be the thing that pushes them to convert. Don\u2019t forget, add a CTA to purchase a t-shirt with a reminder of the promo code.<\/li>\n<\/ol>\n

    Benchmark provides a template within Automation Pro to execute this strategy. Check it out:<\/p>\n

    \n