It’s easy to be emotionally invested in your marketing automation campaigns and strategies. You have dedicated time and energy to generate positive results. Perhaps, a significant amount of your marketing budget has been allocated to it.
It’s part of being human to feel bad or upset when things do not go the way you want it. But just like any other things in life, emotions can blind you from seeing the bigger picture.
Part of being a wise marketer is mastering the art of detaching one’s self from your work to remain objective with things. Automating your marketing is so complex given the many approaches, decisions and experiments you can do in your marketing automation software.
If you do not know how to step back and zoom out, it’s easy to get lost. This could cloud your judgment and lead you to a worse path.
For instance, receiving low open rates from a set of contacts could make you think that flooding them with more emails would push them closer to the conversion stage. In the recipient’s perspective, this is annoying, and it could trigger them to report you as a spammer, which we all know is a nightmare.
You can only avoid this when you know how to be emotionally detached from your marketing automation. Practice these approaches to stay objective with your decisions and strategies.
Not all your email subscribers will become customers. They can either be fans of your content or prospects who have yet to realize the need your product and service can address.
If you get too excited, you might bombard these subscribers with overly promotional emails. It’s a sign you’re doing marketing automation too much, which could turn them off. Perhaps, it’s not yet the right time to make an aggressive move.
Unless your marketing automation software shows that these prospects have the intent to buy, continue with what you are doing. Send them the kinds of email they usually engage with. Educate them further with information-rich content until they realize that need to do business with you.
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Give a Little Push
It might take time before subscribers move to the next stage of the customer journey. Sometimes, they won’t. But when they do, it’s time to up your game.
You will get the hint. A click on our CTA, a recurring visit on your product and service page, or an abandoned shopping cart could mean that the intent to buy is already present.
Grab your chance by sending incentives that will encourage them to take your desired action. Learn how to use promo codes for discounts and exclusive offers to motivate them.
You can also set up triggers in your marketing automation software so that prospects who abandoned their shopping cart would receive a reminder or a discount on their abandoned items.
B2B companies can start inviting for a call or setting up an appointment. Just try not to be too generous. You might want to reserve bigger offers on the next level.
Push It Further
Sometimes, your first special offer will get ignored. Maybe, prospects are looking for a different offer or are not impressed. Don’t feel bad when that happens. It’s time to increase the value of your offer.
You might want to increase the discount from 15% to 30% or add free shipping. Others would offer a free trial for a certain period or free consultation, which are hard to say refuse.
Let It Go
While re-engagement campaigns can warm up lapsed prospects, there are times when you just have to say goodbye. You may think that burning bridges means losing opportunities, but keeping lapsed prospects that have been ignoring you for a long time is a waste of resources. Add to that the fact that it can affect your deliverability and email performance.
In this case, send them an email informing them that you are cleaning up your email list. Should they want to receive your emails still, ask them to reply to your message. If you do not receive a response, you know what to do. Let go.
Feeling something is just being human, but letting emotions cloud your judgment is the worst thing that can happen to you as a marketer.
Learn to control that urge and be objective to arrive at the best decisions that will make your marketing automation successful.
Kimberly Maceda is a Content Writer for ActiveTrail. She writes for some top online marketing sites and blogging advice on email marketing and marketing automation. Activetrail is a leading provider of professional-grade email marketing and automation software for growing businesses.