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Bob Sullivan, InfoGrow

Don’t Over-Communicate with Marketing Automation

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Managing marketing campaigns, building templates and landing pages, tracking results, and reviewing website visits can be a bit overwhelming. With hundreds or thousands of leads to manage, how do you create and track campaigns that generate more real opportunities, at lower cost, and find out which leads truly convert into sales?

The answer is Marketing Automation, with which companies are tracking leads from click to close, shortening sales cycles, increasing ROI, and lowering costs. This results in better leads and a stronger relationship with customers. Companies are doing this by delivering targeted communications to prospects and customers, making repetitive marketing-and-sales processes more efficient.

However, can too much of a good thing be bad?

Pest or Help?

Marketing-and-sales consultant, M.H. MacIntosh, quoted in an article by marketing strategist Bob Bly, cautions, "The greatest danger of implementing a marketing automation system is over-communicating with prospects: being a pest instead of a help." For email marketing sequences, MacIntosh finds the optimal frequency is every two weeks. If you increase the frequency to weekly, or reduce it to monthly or quarterly, your opt-out rates will increase and your clicks and conversions will decline, as counterproductive as that may sound.

For success, MacIntosh has a "four rights" formula to use for marketing automation:

  1. The right offer and content
  2. The right people
  3. The right time
  4. Using the right media

MacIntosh concludes, "Marketing automation helps you get more productivity out of your marketing department and allows SMBs to execute marketing programs that once only the big guys could do."

Context and Content

Another viewpoint, from internet marketer, Mac Cassity, is to consider the context and content of your emails. He notes that if you are simply sending newsletters or promotional emails, overdoing it can harm your business; therefore, you should look at the context and content of your emails before deciding on how often to send them.

The frequency could change as happenings in your business change -- for example, if you send a newsletter in the first week of each month, but important news occurs in mid-month, you should let customers know right away.

Ask Email Recipients What They Want

While email schedules, in general, may best serve the needs of your prospects and customers, you could simply ask them how often they want to receive your emails.

In closing, here are a few points to consider about sending emails too infrequently:

  1. Recipients may have to re-familiarize themselves with your company each time they hear from you, thereby losing your continuity of communications.
  2. Recipients may forget who you are and hit the spam key.
  3. Recipients could feel that you may not value them enough.

For more tips on timely emails that are worth your time to prepare and customers' time to read, please contact me. Also ask about our marketing automation services.

by InfoGrow

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