We are all about empowering our customers. Through new customer training, help from system support, Sugar Market, previously Salesfusion, University, and online troubleshooting, the more you know about marketing automation (MA) the more likely you are to be a successful end-user. Then, these marketing heroes brainstorm what MA feature they’ll need next – benefiting the industry as a whole.

In order to transform yourself into a marketing hero, you must first master the ins and outs of your MA software. Even beyond the basics, such as email marketing, lead scoring, and event management, there are additional tips to make your marketing automation stick:

  1. Analyze your MA system: Compare all aspects of your implemented marketing efforts including campaign statistics, lead scoring results, form abandon/completion rates, social sharing, etc. Make sure that you have enough content and a clearly defined path (email open leads to call to action clicks, leads to online form completion…).
    • Consider each one of these efforts as a puzzle piece – together they will align your marketing goals, but with even one piece missing, your picture is incomplete.
  2. Optimize for enhanced email deliverability: This is accomplished by setting up SPFs. SPF (Sender Policy Framework) is an email authentication system designed to prevent email address spoofing by allowing domain owners to specify which internet hosts are allowed to send emails on their behalf.
    • Having this configured properly will increase your email deliverability rates.
  3. Add your branding to system templates: Inside your marketing automation software, there are multiple places where you’re able to add in your company logo, edit font/background colors, and customize messaging to tailor items to your marketing needs.
    • Add your logo to your emails’ unsubscribe and forward to a friend links and set up default values for common merge fields or the number of rows visible per page.
  4. Create a “Manage your Preferences” page: While this is not mandatory, it’s a common best practice to give your email recipients options to choose from when unsubscribing – we want to find a compromise before they opt out of everything.
    • Of course, you can always manage a suppression list, but creating a preferences page allows you to map back to fields in the CRM that you can then use to create queries in segmentations, reports, etc.
  5. Add an Opt-In form on your website: This will allow your customers to sign up for your communications, such as newsletters, product specials, or upcoming events. It keeps in mind prospects and leads that are doing research on their own and landed on your site through a search engine.
    • Many prospects browse your website on a regular basis, so it’s important to add the ability for them to receive more marketing information if they’d like.
  6. Create customized dashboards and reports: Customizing your analytic reports helps ensure that you’re getting the information that best suits the needs of your company. Maybe you need to know which email delivery time has the highest engagement or which webinar had the most attendees.
    • Customization is the backbone of a successful MA system and you, the marketer, make the rules. What works for one company may not work for another.
  7. Evolution: Start thinking about what else you can automate inside your marketing automation software. Start with client communications, sales communications, and even internal  messages.
    • If given enough tender love and care, your marketing automation system can be a one-stop shop for all company emails, invitations, events, and forms.

There’s more to your MA software than what meets the eye. To an outsider, it might seem like little more than an email blasting tool – oh, how wrong they are. Marketing automation will become the epicenter of your marketing efforts and, when automation kicks in, you won’t know how you ever lived without it.