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Advanced Omnichannel Personalization for Media Brands

omni channel personalization

The growth of Media and Publishing websites directly depends on the size of their audience. The more the number of people browsing a Media website, the higher is the number of loyal readers and ad revenue.

Media websites constantly aim to grow their audience through increased pageviews. To do that, they undertake marketing campaigns across multiple channels such as email, mobile, ads, social media, and even the website itself. These campaigns can be highly effective when carried out in a seamless and coordinated manner. And, with today’s marketing technology, it can be a cakewalk.

This post will explain how Media companies can run personalized marketing campaigns for their readers across different channels, seamlessly. These campaigns aim to secure the highest user engagement rate and, subsequently, establish a larger audience base.

This post talks about the leveraging the following channels for personalized communication with readers:

  • Website
  • Email
  • Mobile

Website Personalization

The best way to make readers stay longer on a Media website is by presenting them the content they are most interested in. Offering personalized content on the website is expected to make readers browse more articles.

This can be achieved with a new generation AI-based marketing platform. An AI-powered marketing tool can help you monitor the behavior of readers on your website and learn about their interests and preferences. Based on this information, the tool can generate custom content recommendations for each reader. Next, these personalized recommendations can be strategically highlighted on your website, resulting in a substantial increase of pageviews.

Graphical representation of the process of producing personalized recommendations

This strategy is being effectively deployed by Snopes.com. Snopes.com generated more than twice the number of pageviews from its personalized recommendation section. It implemented the recommendation section on each article page for maximum visibility. Here’s how it looks:

Below is a graph that shows the number of pageviews generated using Boomtrain’s AI-powered recommendations and Snopes.com’s tradional related articles section.

Read More: How Snopes.com Boosted Email and Website Engagement 2x Using Boomtrain

If implementing AI-powered recommendations seem a bit advanced, you can start with basic (but effective) recommendations on your Media website. You can feature “Popular Articles” that are being liked the most by your audience. Here is an example from Techcrunch:

These user recommendations aim to keep the readers engaged with your content, nudging them to convert into your loyal users.

Email Personalization

After ensuring a personalized website experience for the visitors, it’s time to personalize off-site communication channels. And, arguably, the biggest communication channel for Media brands is email.

Email personalization, today, is no longer just about adding a user’s first name to the subject line. The entire content of an email can now be personalized at a 1:1 scale for each user with a smart marketing platform. Using a smart marketing platform, you can ensure that personalization across channels happens seamlessly. The marketing platform can utilize personalized content on the website to also customize emails for individual users.

Let me elaborate by giving you an example case study of Snopes.com. Snopes.com sends bulk emails to its users that are personalized using Boomtrain’s AI-engine (which also powers Snopes’ website recommendations). Here is how one of its personalized emails look for a user:

Snopes.com saw its email rate increase from 30% to 49% with AI-powered email personalization.

In general, AI-personalized emails see a 228% lift in open rate and 100% lift in click-to-open rate. (This data is based on Boomtrain’s “The State of AI-Powered Email Marketing 2017” report.)

Triggered email campaigns

An advanced email strategy covers personalization of not just bulk emails but triggered emails as well.

There are several actions that users take on Media websites that indicate an open window for communication. Triggering personalized emails to users at those moments should increase engagement with readers and improve their user experience, too.

For example, you can lure your most interested readers into becoming your customers (subscribers) by triggering promotional emails. For readers that visit your website, say, at least 3 times a week, you can send an email asking them to subscribe to your paid newsletter and even offer an incentive if it seems appropriate.

Another example could be for users who are interested in specific type of articles. For instance, you can identify readers interested in sports news (say, visitors who read more than 8 sports articles a week), and trigger a sports-only weekly/daily email newsletter for them.

Mobile Personalization

Mobile is an essential part of any omnichannel marketing strategy today. Media brands understand the importance of engaging with audience over the mobile channel in growing their business. That’s why most progressive Media companies have a strong presence over mobile. However, the channel can be used to its full potential only when the communication is personalized at a 1:1 scale.

Let’s delve deeper.

Mobile app personalization

Media brands can personalize their mobile apps just like how they personalize their website. An AI-powered marketing platform can help them create a personalized mobile app experience every user by showing the content of his/her choice.

For a seamless personalization experience, you have to take into account the behavior of readers on the mobile app and the website. Tracking the interests and preferences of users across both the channels will help create a comprehensive profile for every user. An intelligent marketing platform will use this knowledge to offer personalized recommendations for individual users.

The mobile app can either feature a personalized recommendations widget or make the entire mobile content personalized for each user. Quora does it quite well:

Mobile push notifications

Push notifications is increasingly becoming a widely-adopted channel by businesses and consumers across the globe. It plays an important role in a modern Media brand’s omnichannel communication.

Just like emails, push is a great medium to engage users and bring them back to your website or app further content consumption. Push as a channel can be effective in retaining existing users and converting them to customers.

Push notifications can be personalized along the same lines as emails. You can have bulk or triggered push notifications.

For instance, news brands can use Push effectively to send out time-sensitive articles and pull users back to your app.

Image source

Similarly, you can schedule bulk Push campaigns for readers, which can contain individually personalized content recommendations.

Final Thoughts

Media brands have to master personalization with their omnichannel marketing strategy. Only with personalization, they have a chance to maximize engagement with their readers, and, subsequently, grow their business.

Cars24 Achieves Powerful Omnichannel Marketing Using Boomtrain

Boomtrain helps CARS24 reach its users via email, SMS, automated IVR calls, Facebook ads, and more, from a single platform.

After reading this case study, you will be able to learn the following:

  • How to practice seamless omnichannel marketing
  • How to use different channels for triggered and bulk messages
  • How to use a marketing automation tool as an advanced user

Omnichannel Personalization for eCommerce – A Modern Approach

omnichannel personalization ecommerce

How do eCommerce enterprises earn loyalty from their users? Simply by offering them an engaging and delightful experience. And, notably, one of the most popular means to delight eCommerce users is personalization.

However, for eCommerce enterprises, personalization has been largely limited to their websites. Moreover, website personalization itself is mostly segment-based and not implemented at a 1:1 scale.

To achieve remarkable customer loyalty and engagement rates, it is imperative for eCommerce brands to provide a highly personalized experience to users across all touchpoints.

This post illustrates how a modern eCommerce enterprise can facilitate omnichannel personalization at a 1:1 scale for users across multiple channels.

It highlights ways in which an eCommerce brand can create engaging communication over website, email, mobile, online advertisements, and so on.

Let’s begin.

Website Personalization

The behavior of each user on your eCommerce website tells you a lot about their personality; their actions on the website define their interests and preferences.

With the knowledge of users’ interests, your eCommerce website can present relevant products in front of them. That’s where Amazon is so effective—35% of Amazon’s revenue comes from its personalized recommendation engine.

Amazon’s personalized recommendations

The recommendation engine of Amazon and other eCommerce giants is based on sophisticated Artificial Intelligence (AI) technology. The personalization engine works on deep learning, which tracks a user’s browsing behavior and search queries, and gradually understands what they are likely to search/buy on the website.

Similarly, a few eCommerce brands take advantage of collaborative filtering by offering users recommendations based on the behavior of other users similar to them. Amazon, again, practices this:

Example of collaborative filtering on Amazon

The same intelligence can even be extended to promotional campaigns by eCommerce brands. New users can be offered discount for their first purchase, and returning customers can be offered interesting loyalty programs.

All this can be achieved using Boomtrain’s advanced AI-powered marketing engine. (Here is a quick demo video that shows how it works.)

eCommerce brands which are looking to just start with personalization can begin with a basic approach. This approach can be considered more of customization than personalization. It involves asking users to define their interests and preference at the start of an interaction.

For instance, eCommerce websites could present different product categories to users on homepage and ask them to choose the ones they’d like to explore or buy. This way, you can track users that browse specific products and recommend them items from similar categories.

Image source

Email Personalization

Email marketing has consistently been one of the most popular channels for companies to communicate with customers. It has evolved with time, undergoing various technological advancements.

Personalization in email marketing, similarly, has come a long way—it’s no longer about just adding a user’s first name in the email greeting. Today, emails too can be personalized at a 1:1 scale.

Broadcast (Bulk) Emails

eCommerce brands regularly send bulk emails to their users, promoting products on their website. The emails could either contain promotional offers or simply a list of products based on the likings of users.

eCommerce brands using AI-powered marketing engine already have the knowledge of each user’s interests and behavior. They can send broadcast/bulk emails to users with highly-personalized product recommendations.

For instance, an eCommerce company selling electronic goods could send a bulk email to all users, except each user will receive recommended gadgets that he/she is interested in.

Sample personalized email (Source)

The subject line of bulk emails also can be personalized by mentioning recommended products/categories for users.

Furthermore, a smart marketing platform can let you learn about the time when each user likes to engage with your emails. The marketing platform, next, sends out broadcast emails at a time when a person is most likely to engage. (In Boomtrain, this feature is known as Prime Time Messaging.)

Hence, the email content and its delivery time, both, are personalized for every user.

Triggered Emails

eCommerce brands can send emails triggered by certain user activity or behavior. These emails can again be personalized for better engagement.

For instance, when users abandon a cart, you can send them an email offering a discount. The quantity of discount could be personalized for each user based on their history of interaction with you.

Similarly, you could send users an email whenever there is a price drop on their favorite items. Here is an example:

Image source

Mobile Personalization

Mobile is, arguably, the most important channel for eCommerce companies to engage with users. Reports suggest that, by 2020, mobile will be contributing 45% of total US eCommerce market.

To capture the attention of millennials, eCommerce enterprises require offering a personalized and seamless experience on mobile. They can use a central AI-powered marketing automation system to track activities and behavior of users on mobile, and combine it with their behavior across other channels (such as website and email). This will enable an eCommerce enterprise to truly build a graph for each user’s personality and serve them only the most relevant and personalized content.

With the AI-powered marketing platform, eCommerce companies can personalize the mobile experience for users on the same lines as website personalization. Users can find recommended products right below their thumb:

Image source

Push Notifications

Mobile push has proved to be an effective channel for brands to engage with users. Brands have already witnessed higher open rates compared to email and other channels. Understandably, eCommerce enterprises are actively using the push channel to woo users.

However, the mobile push channel also requires personalization for higher user engagement.

Similar to email (as discussed previously), push notifications can be sent out as broadcast (bulk) or triggered.

Broadcast Push Notifications

Broadcast push notifications can carry personalized recommendations for users, which encourage them to visit app or website on mobile and complete a purchase.

The personalized product recommendations will be generated for each individual using the AI engine.

Triggered Push Notifications

These push notifications will be triggered by certain defined behavior of users on website or mobile. The behavior can be a complex sequence of user activities.

The content of the push notification can further be personalized using the AI engine.

Here is an example:

Wrapping Up

Personalization is an effective way for eCommerce enterprises to delight their customers and increase purchases. However, personalization can be most effective only when you implement it across all your marketing channels in a seamless manner. Your website, email campaigns, mobile app, push notifications, and every other channel should offer a personalized experience to users, and conversions will start to grow.

How AI Brings a Positive Change to Marketing Automation

ai marketing automation

AI is usually the last missing piece of the puzzle when it comes to a will-rounded marketing automation implementation.

Even after its growing popularity over the past decade, marketing automation by most brands is still devoid of the all important ‘human touch’. Most of the communication that we receive from various brands still feels machine-like. But, with the advent of AI technologies and machine learning, things have slowly started to change.

AI has brought in tech like predictive analysis, cognitive filtering and semantic analysis which improve the performance of marketing automation.

In this article, I’m going to explain how AI can impart a positive change on traditional marketing automation.

Related read: How Digital Marketers can use Cognitive Marketing

Rule based Settings don’t cut it

Most marketing automation softwares today operate primarily based on the rules set by the marketers. These rules are based on analysis of their user base and their online behavior; like their browsing habits, how they interact with your emails, push notifications, chat messages etc

However this is not the most effective way of setting your marketing automation flow, as it requires a lot of manual input and constant monitoring.To make the task easier and to keep the automation relatively human intervention free, one can use an AI based marketing automation platform. AI can help monitor user activity better and implement changes on the fly when needed.

AI helps you understand your customers better

The success of marketing automation is highly dependent on the user data that is collected. Here are some of the most important user data pointers that need to be collected:

  1. Online user behavior – Product usage and website browsing behavior
  2. Social Media activity
  3. Email and Mobile usage behavior
  4. Product interests
  5. Purchase History

And more.

Important information like this used to be fed into the traditional marketing automation services manually or through tedious rules set up by marketers.

On the other hand, AI based marketing automation platforms can be set to fetch this data easily while setting them up.

Once set up, AI will keep a close watch on all the interactions that take place between you and your customers. And all the data gathered from these interactions are pulled in and combined with the user profile data to keep a detailed account of every customer.

A MUST READ: The state of AI powered email marketing in 2017 – Comprehensive report based on the analysis of over 230 million emails sent using AI personalization

Customer segmentation like you have never seen before

All of this data is useless if you can’t leverage it to your advantage. AI can come to your rescue here. AI engines are capable of segmenting this data into intuitive customer segments. For example, an AI engine can help an eCommerce brand by segmenting its users based on their recent purchase, purchase cycle, product interests, browsing activity and more. Using these segments it can deliver a complete personalized 1:1 communication to the customers.

Having a properly segmented customer list opens the door for an intuitive digital experience that you can provide to your prospects and customers.

AI will completely change Digital Experience for your customers

Using the expansive user data that is collected (as explained in the previous 2 pointers) , here’s how AI based automation can give a WOW experience to your customers:.

  • 1:1 Personlized Experience: From implementing simple personalization like – adding name tags to your emails’ subject lines to more complex ones like sending out a personalized “Things you might like” email, AI can help you personalize each and every aspect of your customer communication. This in turn would lead to better engagement between you and your customers.
  • Recommend Product and Content that your users find relevant: AI and Machine learning engines can continuously monitor user activity on your website and app. You can use this data to show specific product pages, blog posts etc that the users would find useful/interesting.. Check out  how Amazon leverages user behavior data to provide product recommendations to its customers.
  • Lead Nurturing: AI based marketing automation platforms can help in identifying prospects that need to be nurtured and educated to move them to the next step of your sales funnel. They can deliver messages to these prospects to educate them about your product. Such lead nurturing campaigns can also be custom designed for different types of prospects based on their online behavior!

Final Words

Have you ever tried implementing marketing automation for your business? If you already have implemented it, have you thought about leveraging AI to make it more effective? I’ve seen many marketers from SMEs hesitating to try out AI based automation because of the misconception that it can only be implemented by big corporations like Amazon, Google, Apple etc. But this is far from the truth. We at Boomtrain have many customers who fall into the SME bracket, utilizing our AI based automation platform. If you want to know how you can implement it for your business, you can talk to us by clicking here.

Email Marketing: 9 Ways to Segment your Email List

email list segmentation

Most people who are new to email marketing usually make one mistake that affects the results of their campaigns. They ignore email list segmentation. According to DMA, 77% of email marketing ROI came from segmented, targeted, and triggered campaigns in 2015.

There are many ways to segment your email list before setting up strategic email marketing campaigns. However, coming up with the best segmentation method for the vast sea of user data is easier said than done.

To guide people who are struggling with the same, we have come up with a list of email list segmentation tactics that can help.

Ways to segment your email list for effective email marketing

The whole point of email list segmentation is to improve the effectiveness of email marketing and to drive better conversion and engagement rates. So without further ado, let’s look at the various tactics you can leverage to segment your email users:

1. Demographics

User demographics consists of important user data like –

  • Age
  • Sex
  • Gender
  • Interests
  • Company Position

And much more.

This data is collected through signup forms and by tapping into data that your analytics tool (Google Analytics mostly) captures.

For example,

An eCommerce company can ask for the age of its customers while they signup. It can then figure out what percentage of its users are in the millennial age bracket and run tailored email marketing campaigns that showcase products that are trending amongst the audience in the same age bracket. This would result in an increase in the email engagement rate as well as conversion rate.

The most effective way to collect user demographics info is through properly laid out data collection forms on your website. If your forms ask the right questions, you collect richer data and stand a better chance of improving the overall effectiveness of your email marketing campaigns.

2. Time-based emails

Smart marketing automation and email marketing brands understand the need for send-time optimization when it comes to sending emails to customers.

The need to optimize email send-times can be very handy. How?

Well, modern consumers are a diverse bunch. They are active at different time periods. Some of them might open your promo email in the morning, whereas others might it during their lunch break. The chances of them opening and interacting with your emails is the highest during time periods when they are active.

Smart email marketing platforms like Boomtrain monitor the active time period of the email recipients. They can then tell you when they are most likely to open and read your emails. We at Boomtrain call this Primetime optimization – sending emails to customers based on their propensity to open and interact with them. Intuitive segmentation of the customers based on their activity is a great way of user segmentation while you’re running email campaigns.

Read more about Boomtrain’s Primetime optimization

3. Purchase Intent

This is another effective way to segment your email list. In one of our earlier posts, we analyzed how the eCommerce giant, Amazon does it really well.

Segmentation of your email users based on purchase intent can dramatically increase your conversion rate and decrease your cart abandonment rate.

Let me give you an example here. Recently I bought myself a set of reference monitors (Studio grade speakers) from Amazon. While doing my research I looked at a pair of Mackie CR4, Amazon’s AI engine was quick enough to notice it. I then resumed my product research before purchasing another set from Amazon 2 days later. Here’s what happened in those 2 days – Amazon sent me an email recommending the same speakers with a small price cut, piquing my interest. It was a good deal and so I went ahead and checked out the offer.

This email from Amazon addresses two purposes –

  • Increase user engagement and bring back a prospect
  • Lower cart abandonment rate

4. Past Purchase

Past purchases is another effective way to segment your users. It helps you understand your users’ inclination towards a specific category of product that you sell.

The easiest way to do this is to send out emails to your users about similar products based on their purchase history. For example: a person who has bought Apple products like the iPhone and MacBook, would very likely purchase an iPad as well. Sending the customer an email about the newest iPads would increase the chances of another purchase.

5. Position in Sales Funnel

Another way you can segment your email list is by referring to your users’ status in the sales funnel.

Someone at the top of your funnel should initially receive an email from you that helps them understand what you are all about and how your product can help customers like them. So, sending out a welcome series is the best way to interact with the top of the funnel leads.

On the other hand, if the prospect has been interacting with your emails for a little while and has shown interest in a particular aspect of your product, you can tailor your emails accordingly.

6. User Persona

We discussed in our first point how you can leverage user demographics to segment your email list. User persona-based segmentation includes demographic data as well as user-behavior-based data.

Creation of user personas involves in-depth tracking of the users’ web activity, such as purchase details, last active sessions, browsing history etc. These details should then be collated with the demographic details of the users to define user personas.

HubSpot provides a great way to start building your own user personas. You can check it out here.

7. Geography

There are a lot of ways to use geographical location data of your customers. Suppose you’re hosting an event in Boston, sending out emails only to your customers based out of Boston and the surrounding areas would improve the chances of them engaging with your email invites.

Here’s another example scenario – You run physical shops along with your online stores but are running an offline only sales campaign. It makes sense to send targeted emails only to people staying in cities where your offline stores are present.

Geographically targeted emails could increase email rates upto 68% compared to a general email open rate of 22% for the same event.

8. Email Activity based segmentation

Taking a cue from Udemy, one should also try to monitor user activity before setting up email marketing campaigns

Udemy has a great strategy to drive email engagement for their existing customers. If you’re not interacting with their emails for over a long period of time (1-2 months), Udemy sends an email to check your interest in their newsletters and other emails. You can choose to unsubscribe or stick to their email newsletters. This ensures that people who are not interested in their emails will opt out of the list and the list stays highly targeted.

This is also an indicator of whether your prospect is still interested in your products/services. A higher email engagement rate means that it’s time to move the customer to the next stage of your funnel. Similarly, a lower engagement rate means you need to assess the prospects’ place in your funnel.

9. Content Topic

This is another great way to segment your email list based on the content affinity of your customers/prospects. Services like Optin Monster, provide ways to populate various lists in your email providers based on the lead magnet that a prospect is drawn towards.

Another way is to have a detailed sign-up form so that you can tailor your communication based on their interest on various topics.

Harvard Business Review is one of the best examples of this type of segmentation. They have implemented an extensive form for anyone who wants to subscribe to their email newsletter.

Wrapping Up

 Email List Segmentation is a necessity that you can’t ignore if you want to improve your email marketing results. A targeted email marketing campaign can lift your open rates and conversion rates in unparalleled ways.

Segmentation and building smarter email lists have become a top priority for most marketing focused brands today. If you have not shifted your focus in this direction, it is high time that you do.

Marketing Automation Mistakes That You Should Avoid

marketing automation mistakes

I have been writing about Marketing and Sales niches for over 3 years now. During the course of this time, I have seen numerous brands utilizing the power of  Marketing Automation to streamline their sales and marketing efforts. .

At the same time, I have also noticed how under-utilized it is as a discipline. Open any B2B or B2C website and you’ll find all kinds of lead magnets – from simple sign-up prompts to highly targeted messengers and light box messages. However, most of these communications are below par at best when it comes to execution and usefulness

Scattered emails and push messages,  irrelevant product and content recommendations, random support tickets, the list goes on and on.

Businesses should consider Marketing Automation as an investment. If you implement it strategically, you might not just get back the principal amount you invested but a hefty interest as well!

Marketing Automation can play an important role in your business, provided you do not under-utilize it.

If you want to setup your automation efforts to yield proper results, make sure that you do not make the following mistakes:

Marketing automation mistakes that most marketers fail to notice

Failing to segment visitors into users, prospects and readers

This is quite a common issue faced by marketing automation beginners. They fail to understand that segmentation of visitors is crucial before setting up automation rules.

Here’s how you should ideally segment your website/app visitors –

  • User/Customer – A visitor who lands on your website, learns about your services, looks at your product’s page and its features, reads a few blog articles and then signs up. It can also be a direct sign up without much activity.
  • Prospect or lead– A visitor that might visit your website, go through the same flow but does not sign-up for your product or services immediately. Instead he or she might, download an eBook by entering contact details like name, phone number and email address. Or, maybe he/she signs up for your newsletter.
  • Reader (Plain-visitor) – Generally this constitutes a majority of visitors on your website. They either land on your website via organic search or through social media channels or other referral websites. They are on your website to look for something specific, read it and leave. In most instances it might take them a couple of weeks or months to come back to your website. These users can be classified as readers.

The different kinds of users who land on your website can be further segmented. For example, prospects can be segmented as –

  • Hot Prospects – Prospects who sign up with you soon after their initial interactions with your customer facing channels (website, mobile app etc). These prospects have a higher chance of becoming your customers since they have shown interest in your products/services. The time period to close these deals are fairly short; in most cases, it is under a month. Hence, they must be prioritized above other incoming prospects.
  • Cold Prospects – On the other hand, cold prospects are the folks who have been on your website or have used your mobile app multiple times, have signed up for a newsletter, but haven’t engaged with your communications over a considerable amount of time. Such prospects require better targeting via marketing collateral like email, social media interaction and other offerings. The process is called Lead Nurturing.

Bottom line – It is very important to use your marketing automation platform to segment your users. Most platforms provide user segmentation as one of their primary features.

Wanna do one better? Read – Personalization is meant to perfect your user segments.

Email Marketing Automation: You don’t segment your email list

This pointer is like an extension of our previous point. Since, email marketing on it’s own is a big deal for most businesses, we thought it deserved its own section.

Email is arguably the most integral part of a marketing automation software. The very first thing you do when you start using email as a source of reaching out to your users or prospects, is building an email list. Without a strong email list, you can’t build a consistent flow of new users. Moreover, email marketing provides opportunities to upsell and cross-sell to your existing customers.

Let’s say, you do have a strong email list but still are not able to achieve the desired results. Can you guess why?

Well, probably because you might not be segmenting your email list properly, or for that matter, not at all. As a result, your leads might be dropping out of the funnel as they find your emails generic and useless in addressing the problems they face.

Let’s discuss how we can solve this problem.

The Solution:

Develop an email list building strategy which includes email list segmentation so that you’re able to send targeted messages to your leads.

There a 2 major ways in which you can implement email list segmentation –

Use Rule-based targeting to segment your email lists – Traditional marketing automation softwares use rule-based targeting to segment your email lists. You or someone from your team will set up rules – like number of user sessions, number of pages visited, landing page, exit page. Based on these rules, the MA service will allot a segment to the prospect if he or she opts in to your email list. The con of this method is that, a marketer has to constantly monitor and change the rules for optimal results.

AI Based Targeting to segment your email list on the fly – Modern marketing automation services like Boomtrain, use AI and machine learning to segment your email list. This is a far more effective method than the one we discussed above. It takes away all the heavy lifting that marketers have to do to segment users. Instead the rules are set by the AI engine that monitors user activity on all customer-facing channels as well as inside your product (web and mobile).

With the right marketing automation tactic, you can easily segment your email list and expect substantial improvement in your conversion and user engagement rate.

Bonus: 70+ Email Marketing Resources you Should Not Miss

Irregularity at optimizing your automation strategy

Standard turnkey marketing automation SaaS requires continuous monitoring by marketers. Maybe your marketing automation flow works the way you want it to. Even then, it does not mean that it will work the same way 3-6 months down the line. User-behaviour keeps on changing and is considered volatile in modern marketing.

Hence, you need to constantly monitor all the efforts that you make by regularly keeping on eye on –

  • User reports and analytics
  • Email marketing reports
  • User web activity
  • Lead scores
  • Product usage

Marketers who are new to automation think that the concept is magical and will take care of itself once the initial automation flow has been set up. This is far from the truth. You need to constantly monitor your automation process to achieve desired results.

Note: You can use an AI and machine learning marketing engine like Boomtrain to optimize your marketing strategy on the fly without any assistance. Click here to learn more.

Your sole focus is on Lead Nurturing

One of the most common mistakes done while using automation services is, forgetting about user engagement and going all out with lead nurturing programs. Even seasoned veterans in marketing automation are prone to this oversight.

Most organizations feel that getting new customers is far more important than increasing engagement with existing customers.

Here is a great article on Forbes that argues on the same lines – Selling to existing customers leads to profitable growth.

Customer engagement is as important as lead nurturing, if not more. Providing a stellar customer support by using marketing automation could result in promising rewards like –

You send far too many emails

Perhaps you are of the mindset that a large number of emails to your subscribers is one of the best ways to achieve desired results. But, in reality this is just annoying and sending your leads away from.


When it comes to your email list, always focus on providing useful information to your leads. It’s way better to have a low email count that is useful to the readers than a high count that does not provide any handy information.

Try to send out emails that you feel provide true value to your customers. It can be a welcome series that guides new customers on how to use your product, or a series of blog posts that explain how to build supporting strategies

It’s not just about automating your email marketing efforts

Most marketing automation services are good at email marketing. Even though marketers know that MA services are mix of different marketing functionalities, they still focus only on email marketing automation.Let me tell you, other channels are as important as email marketing.

If you concentrate on just one bit, you are failing to provide your customers a consistent and seamless experience. On the other hand if you are able to provide a similar experience over different customer channels(like email, mobile and web), you are increasing the chances of improving your customer engagement and conversion ratio.

Bonus: Read about creating an Omnichannel approach to Marketing Automation.

It will also help you address the diverse nature of your customers. For example, 30% of your customers might be mobile first users of your product. Reaching them on email is not going to be as effective as mobile push and in-mobile communication.

Not testing your Marketing Automation Flow

It’s pretty common that your first few automated flows will have errors or won’t behave as you expect them to. That’s why it is extremely important that you test your automation flow before deploying it.

You can either test your marketing automation flow with limited users from your database or use it with your colleagues on your test account. It might delay your marketing automation implementation by a week to a month. But at least you’ll correct all the possible anomalies in the automation flow.

Here are few important things you should check before deploying it publicly for all your customers –

  • Message flow and channel targeting
  • Email Design and appearance on various devices
  • Behavior based triggers in the flow
  • Deliverability and compatibility

Not having a clear goal for your marketing automation strategy

If you deploy multiple automation flows without a clear goal in mind, you end up frustrating yourself and your customers.

Note down clear goals for the efforts, like social media, email marketing, in-app communication etc.

For example: Chowhound deployed marketing automation with the goal of increasing email engagement by a certain amount with a clear workflow in mind. These goals were achieved by segmenting and personalizing email experience for each and every reader that came to their website and subscribed to their newsletter.

End Result:

Using Boomtrain, Chowhound sent out more than 1.2 million emails over a period of around 3 months. Chowhound saw a clear lift in engagement:

  • 2.5x higher click-to-open rate for users receiving personalized content vs. popular content
  • 28 percent better open rate across personalized emails.

Wrapping Up

Marketing Automation can feel complex and intimidate most marketing rookies. These are just a few major mistakes that marketers commit and I’m pretty sure there are more..

Which brings us to the end of this post. There are few things we would like to know from our readers as well.

We would like to hear what are the challenges that you face when it comes to Marketing Automation? What are the marketing automation mistakes you might think are blasphemous and should be dealt with immediately. Please share your insights and comments in the section below or tweet to us @Boomtrain.

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