Despite an impressive pedigree, many companies are still reluctant to go near automation. We examine what makes this powerful tool so misunderstood, and explain how even small steps can start a journey towards big results.
If you’re reading this because you’re unsure whether automation is right for you, then let’s begin by putting your mind at rest. You’re not alone.
Many marketers shy away from the technology due to concerns over affordability, resources and time, or even a worry that it may make a business seem disingenuous.
But as with many fears, the best way to face it is to understand it.
The good news is that automation doesn’t need to be an all or-nothing scenario. There’s no need to dive in at the deep end, as you can easily test the water in the shallow end first. We’ll explore how in a moment. First, let’s break automation down into its core components.
By allowing sophisticated software to execute common tasks for online channels, a business can:
The tool boasts an impressive track record too. In 2015, automation was employed by 59% of the B2B Fortune 500 Companies1 strongly indicating that the technology offers real value.
According to the Adestra 2015 Email Industry Census2, nearly a third of marketers – 29% – said they wanted to focus on the tool for 2016.
So what’s holding people back?
54% of marketers surveyed believed they were not coordinating email automation to their satisfaction.
Many said they were having trouble finding the time to kick-start the automation process. 46% of respondents noted that finding time to implement automation was a significant challenge in 2015. More than a third of respondents (36%) also noted a lack of resources and integrating data as being an obstacle.
It seems that many marketing professionals believe it could be useful, but there’s a gap in the understanding of how to make it meet its full potential.
59% of brands questioned in the census, for instance, expected one of the main benefits of automation to be that it will enable them to save time. This is perhaps not the most helpful way of viewing the technology. Automation is not primarily a time-saving mechanism, but it is a tool that – used correctly - can see an enormous increase in productivity.
For this reason, it’s not right to look at automation software as a one-off cost; it is more accurately a compelling investment.
To help explain, here’s a real-world demonstration of its capability.3
Truprint provide high quality photos and personalised gifts. Operating within a competitive market highly affected by evolving digital photographic solutions, Truprint were looking for a new string to their bow.
They examined their consumer interactions, specifically the multi-stage process whereby a consumer creates an account, uploads photos and finalises their purchase. Truprint found a significant ‘fall-out’ between each stage of the process.
To tackle the problem, they worked with Adestra to design a series of lifecycle programmes targeting key interaction points, and improving the customer journey. These were tailored for relevance depending on what stage the customer had reached online.
It took just three months to implement the automation process, which may sound like a long time, but in the two months following this period, new campaigns saw 163% higher engagement and 100% higher conversion rate compared with the business-as-usual promotions. Truprint also experienced a 64% revenue increase in the first month, and are currently exploring further automation options.
All journeys start with a single step, and the same philosophy applies to automation. You don’t need to begin with a complex, end-to-end automation system. Instead it’s perfectly acceptable to start small and build from there.
Begin by deciding what you want to use automation for…
Focus only on this to begin with, and begin a trial period with simple messaging – even if it’s just to thank your customers. Don’t be afraid to experiment. Once you have a better grip on the tool’s capabilities, you can adapt and build upwards from there.
If you’re planning to set up your automation software, then forget about it, then it will never reach its potential. It’s like investing in a fantastic DSLR camera, and never switching it from the default setting.
Like any other powerful tool, you should learn how to use it properly, and remember that it needs a mind behind it. It should be integrated into your sales strategy, and develop as your company develops.
If you’re sending messaging to your customers but never responding to them appropriately, or ignoring their needs and behaviours, then engagement levels will be prone to dropping. Your automation messaging should reflect and be consistent with that of any other tool you use – whether that’s web, online forms, or social, for instance.
Critically, it should feel as personalised and relevant as possible. Your messaging should add value to interactions. Think butler service rather than sales.
Here’s the most important thing to do throughout your campaign - even before it’s gone live: testing.
Check that your customers are going to have a seamless experience regardless of the platform on which they choose to engage – desktop, tablet or mobile.
Then, just as you continuously scrutinise and develop your marketing strategy, keep testing your automation activities to establish what is and isn’t working – through A/B testing, for instance.
Regular testing and analysis can ensure that your campaign keeps being shaped according to contacts’ needs, and keeps delivering for you. For the best results, don’t be afraid to roll up your sleeves and dig into your data.
There are plenty of resources available online to help you understand how automation could work for you. Just remember:
Automation won’t bite, and with a little patience and training, it could soon become your most loyal friend.
Thanks to Steve Denner for sharing their advice and opinions in this post. Steve Denner is Adestra's co-founder and COO. He is a strong believer in the need for enterprise SaaS providers to deliver the highest levels of service to their clients. He thinks that enterprise technology can and should have 'self service' ease-of-use - backed up by proactive and swift support and account management.You can follow him on Twitter or connect on LinkedIn.
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