Reviewing campaigning performance and making time to experiment are two tips to enhance a firm’s customer engagement

FREMONT, CA: A marketer who uses automation to set and forget is the one who sees their job as one a robot could do. Exceptional marketing includes the coupling of technology to pinpoint the next action and human creativity, which gets the action right. The set and forget marketing automation swiftly becomes stale. Worse, it quickly becomes unproductive.

Below are two tips to ensure the marketing platform increases the competence of the firms marketing campaigns and customer engagement.

1. Review of Campaign Performance 

Assessing engagement metrics against strategic campaign goals ought to be a recurring task every three months. The approach is based on the assumption that all automation has had some strategic planning before it was built. Without a plan, it is hard to measure success against metrics. So, it necessary for businesses to ensure they have a clear stratagem and measurable objectives to compare the performance against every campaign. Include engagement metrics like open and click as well as end-to-end campaign efficiency to track the consumer’s journey from email to landing page to finishing a goal. Upon adding a call to action in an email, one should be able to measure against completion rates and also against the strategy the campaign is trying to attain. When the campaign is not reaching its target, the changes to the content, segments, or send time to improve engagement can be made.

2. Make Time To Experiment

After reviewing performance, firms can identify critical campaigns they want to improve—beginning from reviewing engagement metrics and target divisions to understand the trends and the outcomes they are driving.

With a more solid understanding of the drivers for the campaigns, businesses can experiment to find out the next best action for their customers. One biggest inhibitor of success seen is the hesitation to try something new. A few experiments could comprise changing a single send to a two-step journey. For instance, when sending a separate business email like a ‘thank you for registering,’ a split can be added by sending a follow-up email after three days.

The segment is split into two:

1. On one path, there is an email with a content block presenting useful advice pertinent to the audience segment, followed by a product showcase for a new product line.

2. The other path will exclude the content block and contain the product showcase.

Considering which email performs better against the purpose of driving to product pages offers insights to refine the overall content strategy.