What's missing from your marketing automation
This month I'm dishing out some unsolicited advice to all the marketing automators of the world.
Automated email sequences
The problem with automated email sequences is that they feel like they've been written by a robot or cut and pasted from a template someone found on the internet.
If your customers, clients, prospects, or subscribers, can tell that you're using a marketing automation tool, you're missing the point of marketing automation.
I get it.
Automation tools eliminate repetitive marketing tasks and interactions. But...
What's missing?
However, so many of us, in an effort to reduce redundancies in our work, have removed the very thing that made these interpersonal communication tools – like email and chat – so effective in the first place: you!
The power of open ended questions
My most successful automation sequence starts with a straightforward email: "Hey Mark, I was just thinking about you this morning. How's it going? Drew" That's it.
It's simple, open ended, short, but most importantly, it's social.
Sometimes, a simple open-ended question can re-ignite a dialogue that leads to a sale, a referral, an objection, or a new opportunity.
So, take a few minutes to renew your least successful automated sequence. Ask yourself, “Would I take the time to type out every word in this email and send it to a prospect?” If the answer is no you're just automating for the sake of automation.
Better yet, stop sending it.
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