Common Mistakes With Marketing Automation & How To Solve Them

Some associations make mistakes with marketing automation and how they setup their membership websites.  Often, this is part of the learning process and mistakes happen along the way, especially in a field as unpredictable and experimental as marketing.  If you identify all the places where you went wrong, you can take steps to push your marketing automation strategy back on the right track.  The following mistakes are just a few of the most common ones that membership websites make.

 

Many people don’t realize that the best marketing campaigns are built on strong strategies.  They expect to succeed by simply gambling their way through the process, driven in many cases by passion and enthusiasm that is considered to be healthy.  It is imperative that you take the time to create and dial in your strategy.

 

Sometimes, those in charge of the membership think it is necessary to start with an extensive campaign.  This means they want to take on in-depth projects that explore a variety of paths because they feel like they’re under pressure to prove themselves.

Rather than losing yourself in the overwhelming workflows and hectic meetings, start with smaller projects.  Send out emails one at a time and make sure there’s an automated follow-up in place.  After that, expand your scope gradually and organically.

 

In many aspects of memberships, quality is often more important than quantity and that holds true for marketing automation.  Some people think it’s best to always be doing as much as possible.  Instead of sending out one newsletter, they insist on following it up with a multitude of emails that cover one or two topics each.

Most of the time, this ends up being a mistake.  A better approach is to send a concise message that informs members about topics that interest them.  Try to evaluate your strategy each year as it usually reduces mistakes and helps everything fall into place.