7. Customer retention and customer recall
A well-thought-out automated workflow will improve your customer's experience. This is good for your customer loyalty. With a good automatic flow you can mean more to your existing customers and they will use your products and services more often. But it is also good for retargeting leads, such as people who look around your webshop and put something in their shopping cart, but do not order. If this happens, automatically send an email, possibly with a discount code and a large part of them will come back.
Automated personalized marketing is not the direct path to success. There are certainly disadvantages that you should take into account. It's complex and you run the risk of driving customers away if you don't do it right. We list the disadvantages for you and immediately indicate how you can overcome this.
To get started with automated, personalized marketing, you need to invest in technology. Think of software to get a picture of your leads and divide them into different segments, the CRM in which you store this data and software to manage your emails, for example. However, automation also yields a lot: more leads, more customers and therefore more turnover. So if you do it right, there is a nice Return on Investment (ROI). In addition, you will already have a lot of the technology and can use it for other purposes.
2. Setup takes more time
While the automation of your marketing will ultimately save you time, you do need to invest the time to set it up. Don't forget that it takes time to fine-tune the automatic process further and adapt it to changes in the market. In any case, count on a nice investment of time for plotting your strategy, for segmenting your audience and for drawing up customer profiles. However, you save that time because you no longer have to manually compose emails.
3. It's complex
Personalized marketing is complex, partly because you have to think about the right strategy. A common mistake is that companies in their automated marketing mainly focus on the middle of the marketing funnel and forget to address new leads, while an automated process is also very useful for this. Furthermore, segmenting the audience through trial-and-error will also require some thinking, as will building customer profiles or personas. The further you segment the audience, the more customer profiles you need.
4. Mistakes have a bigger impact
Also keep in mind that if you make mistakes in the automated process, they have a much greater impact on your business process. The error affects not only one customer, but immediately all customers in the segment. Making no mistakes is the best solution here. So check your workflow and the personalized content carefully. Check-check-double check.
5. Danger of over-messaging
You probably know it: you left your email address somewhere and suddenly you are bombarded with emails or other messages. That company probably won't make a good impression on you and the chances of you ever going back to it are slim. When optimizing (partially) your marketing flow, keep this risk of over-messaging in mind. Rather start with too few posts than with too many.
6. Danger of Depersonalization
Also keep an eye out for the danger of depersonalization. Use the data you have to properly segment your audience and personalize your posts based on this format. If you miss opportunities here, you will still send emails that are too general, or worse, emails aimed at the wrong segment.
Want to know more?
When applied properly, automated and personalized marketing certainly benefits your business. Keep a close eye on the pitfalls and go for scalable, measurable and efficient marketing.
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