How to Create a Successful Marketing Automation Strategy

Picture this: James, a CMO at Penguin Digital, takes a look at the company’s bank account. Sweat breaks over his temple as he realizes that they’ve spent all of the marketing budget, and there are no results to show. Just the thought of the CEO checkup tomorrow makes James wish he could travel back in time and take a different career path… serving tapas doesn’t sound so bad after all.

James on the meeting tomorrow

James is not alone. Many marketers fail to deliver results until it’s too late. 

The reasons are diverse and complex, but the lack of planning and a cohesive marketing strategy stands out as a typical pattern among failed marketing campaigns.

37% of businesses state “defining a strategy” as one of the main barriers for the adoption of marketing automation:

Barriers of adoption of marketing automation stats

Sure, marketing automation is here to stay — the market is already worth $2.9 billion, and it will grow to $6.6 billion by 2026. And sure, marketing automation can be a significant driving force for your growth.

However, before you jump on the marketing automation bandwagon and start buying software, let’s not forget that marketing automation is just a tool, and a tool is only as good as the team using it.

Bad marketers hope that their marketing will succeed and focus on trends and technology. Good marketers trust the fundamentals — they plan a marketing automation strategy, execute it fiercely and then adapt it to the feedback.

Creating a strategy sounds like a great idea, but it quickly proves to be an enormous undertaking when you get to do it. It’s hard to know where to start or what it should even look like, what tools to use and who should be involved.

If you feel overwhelmed now, don’t panic. 

In this step-by-step guide, we will help you create your first very own marketing automation strategy. We’ll give you the exact steps and frameworks to use, so you can build a strategy that truly leverages your marketing stack and makes a difference to your bottom line.

Before we move into the process, let’s shed light on what a “marketing automation strategy” is.

The difference between marketing (automation) strategy and marketing campaigns

The marketing automation strategy is your overarching master plan to automate your business and convert visitors to customers. It’s the growth blueprint that your marketing team follows.

It encompasses all elements of your marketing, and often sales:

  • Communication channels such as email, SMS, and social media.
  • Marketing and sales processes.
  • The customer journey from a first-time website visitor to a repeatable customer.
  • Your marketing tech stack and tools.

Marketing automation campaigns, on the other hand, are the tactical building blocks of your strategy. The specific automations or initiatives you need to develop and undertake to execute your strategy.

“Grand strategy is the art of looking beyond the present battle and calculating ahead. Focus on your ultimate goal and plot to reach it.”

Robert Greene, The 33 Strategies of War

Changing your strategy is like turning around an 8 wheeler truck — it’s possible, but it won’t be quick. That’s why you need to understand if marketing automation is the right tool for your business long before you ever put your head down and start planning.

What marketing automation can help you with?

If you have an email address (duh!), shop online, or sign up for newsletters – I’m sure you’ve already received different automated messages.

For example, one of the most popular marketing automation campaigns is the welcome email.  Of course, welcoming people is not the primary goal of automation in itself. 

Marketing automation can help you with:

  • Automating a way of staying in touch with your leads, users, and customers to build a long-term relationship.
  • Providing your prospects and leads with crucial pre-purchase information.
  • Sharing relevant content with your audience with the genuine intention of making their life better. 
  • Qualifying your leads and helping them move through the buyer’s journey.
  • Creating a synergy between different marketing channels. 
Main benefits of marketing automation stats
Data source

On the other hand, marketing automation might not be the right tool for you if you plan to collect contacts with the sole purpose of getting them to buy from you or, even worse — try to trick your audience into buying. If all you do is spam people with sales messages, they’ll unsubscribe before they even have a chance to open their wallets. (And they’ll most likely hate you.)

Another case where marketing automation might fall short is if you try to replace direct communication with your audience altogether. Marketing automation is an effective tool, but it’s just a tool. There are situations where reaching out to people in person is more effective than even the most perfectly executed flow. 

For instance, nothing beats a well-timed personal call when you are trying to collect qualitative feedback from your new users and customers. Marketing automation can still be helpful in that scenario. You can automate a reminder that goes to your team’s Slack channel when someone signs up for your product and service and prompt your customer success or sales team to reach out.

With that out of the way, we can get into the nuts and bolts of building your first strategy.  Grab a pen and paper and get ready to take notes. By the end of this process, you will have a cohesive marketing automation strategy for your business. 

How to develop a complete marketing automation from scratch?

We’ll follow a 7-step process to develop your strategy:

The steps to build a marketing automation strategy:

  1. Research available data.
  2. Define your ideal customer profile(s).
  3. Set your marketing automation goals.
  4. Pick the right metrics to track.
  5. Outline the strategy.
  6. Choose the automation campaigns.
  7. Review and adapt the strategy.

Step 1. Research existing data

Customer and market-research data has a great value when it comes to defining your strategy. Our goal at this step is to collect as much available data as we can before we move to the planning.

“If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and five minutes thinking about solutions.” 

Albert Einstein

Data can help us learn where we want to focus in order to spend our resources and energy on the initiatives with the highest impact. It will also help us define the ideal customer profile or profiles for our business and strategy.

Analyze your current customers

If you already have a decent customer base, that’s great! This means you can start taking a closer look at the people you want to attract more of. 

Think about all the things that they have in common. How did they find you? Who are they, and what do you think made them become your customers?

At Encharge, we periodically do the exercise to review a portion of our customer base manually. We jump inside of their accounts and jot down notes of how they use the software, the integrations they have connected, the source they came from (Google, Direct, etc.), as well as any other qualitative data they have shared with us such as their “Biggest marketing automation problem.”

We use Encharge as a single source of truth for that data. All signup information and any survey data are collected in the platform, making it easy to get the complete picture of the users. We’ve also connected our billing provider, Chargebee, and all revenue data is pulled inside the platform.

User data in Encharge

Analyze potential buyers of your product or service

There is a wealth of information that lies beyond your customer data. It can be found in your website visitors, leads, and trials. At Encharge, we use Convertflow to ask blog visitors what is their biggest challenge when it comes to automation: 

On-site survey

You want to answer questions like:

  • What challenges do they experience?
  • Why did they signup for my product, service, or newsletter in the first place?
  • Where do they come from?
  • Why would someone buy my product or service? 
  • What does it help them achieve?

“Spy” on your competitors

Next, look at your closest competitors, their marketing efforts, and the audience they’re targeting. What’s their current customer base? 

Analyze their marketing messages, emails and look at their ads and the ways they attract their customers. Where do they advertise, what are the pain points and desires that they target in their advertising? Can you figure out what automation strategies they’re using? 

You can use competitor email monitoring tools like Owletter and Mailcharts. Mailcharts can also provide you with competitor trends and market data such as sending behaviour, frequency of their messages, and subject line information.

Mailcharts metrics

Naturally, your marketing will differ if you’re in a different niche or offer a slightly different product or service. Still, there’s a lot you can learn just by spying on others.

Step 2. Define your ideal customer profile

Regardless of whether you’re thinking of implementing one or two automated email sequences or are working on developing a comprehensive marketing automation strategy, you need to understand your audience. Even the most sophisticated automation setup will fail miserably if your audience doesn’t resonate with your marketing message or targets the wrong customer profile.

Every successful marketing automation campaign starts with creating an ideal customer profile (ICP), also known as a buyer’s persona.

If you haven’t defined your target market yet, here are some of the tips that will help you do that:

Once you collect all of your data, brainstorm the people or businesses that your product or service can help. What are their dreams and desires? What are their fears and needs? What do they want to achieve? What’s the pain that they want to get rid of?

Then sprinkle a bit of demographics and firmographics data:

  • Age and gender
  • Education and income level
  • Occupation
  • Location
  • Interests and lifestyle
  • Attitudes and values

The deeper you can dig, the easier it will be to execute your strategy. Knowing your target intimately is key to defining the right goals and crafting compelling messages that move people down your funnel.

It’s also essential to become better at predicting the behaviour of your customers. This, in turn, can help you plan more effective automation workflows

Once you are confident with the assessment of your audience, define your ideal customer profiles using the framework below:

Step 3. Set your marketing automation goals

It might be hard to figure out where to start and what to aim for.

Let’s imagine that you’re a SaaS owner. Now, think about all the goals email automation can help you achieve. Goals are the top-level priorities of your business.

For a SaaS that could be:

  • Kick off the relationship with your audience.
  • Onboard new users, help them get started with your product or service. 
  • Educate users to help them see the value of your solution.
  • Convert trial users into paid users.
  • Persuade paid users to upgrade.
  • Re-engage inactive users. 

You can use automation to “guide” your leads from the very first “touchpoint” to repeat sales. Marketing automation is most effective when you implement it across the entire buyer’s journey. 

After all, only a tiny fraction of all your audience will make a purchase the moment they visit you for the first time. The majority of people will require multiple touchpoints before buying anything from you. 

That being said, we encourage you to start with 1 to 3 critical goals and use them to guide your strategy. For instance, you can start with improving onboarding and converting more free users to paid subscribers. 

Once you execute the strategy and achieve this goal, you can spend the next few months or longer (depending on how big and ambitious the goal is) working on completing the other goals.

Next, you want to define how you’re going to track these goals.

Step 4. Pick the right metrics to track… and make sure they matter!

The key to knowing if your strategy is effective and making a dent in your ROI is metrics. It’s critical to use the right metrics to track your goals and objectives. 

Think about emails. Your goal is to increase your revenue. But, unfortunately, many people think that the purpose of their email marketing automation is to get as many email subscribers as possible. But, that could not be further from the truth.

Sure, you want your email list to grow. The more people you can reach, the better. But when it comes to marketing automation, it’s quality over quantity.

A small list of highly engaged, loyal subscribers will bring your business more money than a massive list of people who don’t care about you any day.  Things like the size of your list are not the metric you should base your goals on. They’re nothing more than vanity metrics. 

Vanity metrics feel good when you look at them – but they don’t show you the real impact your automation has on your business. There are more critical things to your business than them. 

With this in mind, some metrics you want to focus on include:

  1. Revenue increase.
  2. Average order value.
  3. CPA (Cost per Acquisition) decrease.
  4. Increase in trial to paid customers conversion.
  5. Conversion rate across different acquisition channels.
  6. The time that your automation saves you and your team every day/week/month.

Tracking some of these metrics might be more time-consuming than just looking at the number of your subscribers or website visitors. 

However, subscribers alone don’t build your business. Your automation strategy aims to help you drive audience engagement and revenues up while decreasing your costs and resource-spent. 

One of the easiest ways to track the monetary impact of your marketing automation campaigns is to use UTM tags. UTM tags allow you to track clicks and performance of your emails and other marketing campaigns like SMS and ads by inserting custom parameters to your links.

Some marketing automation platforms like Encharge will generate the UTM tags for your campaigns automatically, so you don’t have to worry about creating a bunch of custom links every time.

Pro tip: Once you start tracking UTM links, Google Analytics will display your email and marketing automation campaigns under Behavior → Campaigns. If you have Goals in your Google Analytics account, you can see how many goals each campaign has generated.

Campaigns and goals in Google Analytics

Step 5. Outline the strategy

It’s finally time to put all of the pieces together and outline your overall strategy! For this we’re going to use the marketing automation strategy framework below:

Click on the image to see it in full-size

There are plenty of things going on there, but don’t worry; we’ll explain each part.

Goals

If you’ve completed step 4 you should already have your marketing automation goals set. These are the top-level priorities of your strategy. For instance, nurture more leads or increase lead generation.

Objectives

Marketing automation objectives are more specific than goals. They need to be measurable. For example, “increase marketing qualified leads with 50% by the end of the month”

A goal could have more than one objective.

Customers

If you have just one ideal customer profile, then you can skip this column. 

If you serve more than one type of customer, you’d want to specify which customer type or types you are focusing on.

Each goal or objective could be aimed at a different customer type, so things can get pretty relational in the table. Feel free to draw connections between the blocks.

Metrics

What are the exact metrics you’re going to track to know if your strategy works or not? 

Each objective should have a specific metric, and they all tie to the overall success of your goal.

Campaigns

For each goal or objective, you want to have at least one campaign. That campaign aims at helping you reach your metrics.

For example, suppose your goal is to nurture more leads into sales-qualified opportunities. In that case, you might create two campaigns: an email lead nurturing sequence and a Facebook ads campaign for new subscribers.

Channels

What channels are the campaigns executed on? In the example above, that would be email and Facebook. 

Outlining your channels is important as they will determine what tools you need in your arsenal and who else from the team you would need to involve.

Tools

What tools do you need to execute the marketing automation campaigns?

Stakeholders

Do you need access to tools or resources outside your department? Do you need access to the CRM? Or input from your developers?


List all of the people that should be involved in the strategy and their contacts.

Step 6. Choose the right marketing automation campaigns

Now that you have the whole strategy in place, let’s look at some of the available campaigns you can implement in your marketing automation.

The buyer’s journey of your audience might differ. For example, B2B buyers require a different B2B marketing automation strategy than B2C ones. But the principles remain the same. 

The marketing automation campaigns are essentially the automation or workflows you build in your marketing automation tool. So let’s jump in and review some example campaigns.

Goal: Kick-off the relationship with your audience

Campaign: Automated Welcome Email

Welcome email

Earlier in the article, I’ve already touched on the subject of welcome email sequences. But no matter how many emails you put into that sequence, the very first email matters the most. 

Why?

As they say, you never get a second chance to make a first impression. Since your welcome email introduces your brand, you want that impression to be as good as possible.

Another reason why welcome email is so important is its sky-high open and click-through rates. On average, it’s 4x and 5x higher than that of a standard email, respectively. In fact, 74% of people expect to get one as soon as they become subscribers. 

Of course, a lot will depend on the nature of your business. For example, if you’re a consultant, your welcome and follow-up emails will differ from a SaaS product.

Goal: Onboard new users, help them get started with your product or service

Campaign: An automated onboarding sequence (also lead scoring, segmentation)

Most of the time, you’ll send your onboarding campaign after someone purchases your product or service. For example, you can send an onboarding sequence to help your trial subscribers get started. And, ideally, fall in love with the tool before the trial expires. 

Shopify onboarding email

As part of your marketing automation strategy, you can have different onboarding sequences. A lot will depend on your audience, the product, and its lifecycle. 

A great example of the above is differentiating between engaged and disengaged users. For example, what to do if your trial users become inactive?

In this case, you can use lead scoring and segmentation to find those who’re disengaging with the product. Then, you can send them emails with helpful content to re-engage them and reaffirm the value proposition of your solution. 

No matter your business model, keep in mind that the goal of an onboarding sequence is always the same. You want to help your audience get started and create customers for life.

Pro tip: Check out this onboarding sequence teardown to find out what makes a great one (and what to avoid).

Goal: Educate leads to help them see the value of your solution or service

Campaign: Educational content, automated product demonstrations

This is the so-called consideration stage. Your users know you’re out there. They’ve engaged with your brand. But they’re not yet sure if your brand is what they’re looking for.

Your goal? Prove them that you’re THE solution to their problem. 

One of the best ways to position yourself as an expert is to educate your audience. But, you don’t want to focus just on the tool or service that you offer. Instead, you want to genuinely help your audience solve their problems and make their life better. 

Of course, the content that you send should still revolve around your solution. If you’re a B2B service provider, a great example of such content is a webinar discussing the latest trends in your industry: 

SE Ranking Webinar

Again, don’t just plan to send the emails. Instead, use your marketing automation tool to score your leads and watch their behavior. 

Then, segment them and send them behavior-based emails to help them move from thinking about your product to becoming customers. 

Goal: Convert trialing contacts into paid users

Campaign: Sales emails, automation workflows

If your audience signed up for a trial, it means they’re potentially interested in buying your product or service.  However, don’t forget that your trial users have just a few days to fall in love with your solution. 

This means you only have a few days to close the deal. And educating and helping them is essential – but it may not be enough. On top of further strengthening your relationship, this is the stage where you need to actively push for a sale. So don’t hesitate and plan to send those automated sales emails! 

Ideally, such emails should re-emphasize the benefits your audience gets, as well as take advantage of FOMO (fear of missing out). And, let’s not forget a strong call to action!

Loom upgrade email

Naturally, emails are not the only automation you should focus on in your strategy. Another thing is social media marketing. 

One of the things you can do is create unique workflows that allow you to retarget your audience on social media sites such as Facebook. If you use Encharge, it comes with plenty of pre-made workflows to help you boost your sales. 

Marketing automation flow in Encharge
Click on the image, then “Copy flow to your account” to start with this flow

Goal: Upsell your existing customers

Campaign: Automation workflow, upsell emails

What’s better than a paying customer? A customer that pays you more! To maximize your offer’s sales potential, you need to incorporate upsells into your automation strategy. 

At Encharge, we’ve prepared several marketing automation workflow templates that allow you to do just that. 

The workflow helps you identify subscribers who’re on a monthly plan and sends them a special offer for an annual one. That’s just a template – and you’re free to edit it to adjust it to your needs, but it’s a great way to get started with upsell campaigns.

Marketing automation flow in Encharge
Click on the image, then “Copy flow to your account” to start with this flow

Let’s not forget that there are different upsells you can offer, depending on your business type. But the beauty of marketing automation is, it allows you to target current customers with extra offers right when they might be most willing to upgrade. 

Goal: Re-engage inactive contacts

Campaign: Lead scoring, segmentation

Not all potential customers will keep moving down the funnel. Similarly, not all active users will forever remain active. 

Thankfully, marketing automation allows you to find those whose activity keeps dropping and try to re-engage them with nudge emails and text messages. To do that, you need to ensure you’ve implemented lead scoring and segment your users based on activity. 

Then, all you need to do is send them a reason to re-engage with you. For example, one of the “reasons” that you give them could be a time-limited special offer:

ACI email

Of course, don’t forget to take advantage of multi-channel marketing. Retarget the disengaging segment and reach out to them wherever you know they spend their time – social media, their phones, etc.

With Encharge, you can add and remove your leads from specific Facebook ads based on their activity. For instance — if an inactive contact fails to open your re-engagement emails within 3 days, you can add them to an audience, trying to get their attention on Facebook. As soon as they become active again, you can remove them from that audience to avoid displaying irrelevant ads and spending your CPC budget in the wrong place.

Marketing automation flow in Encharge
Click on the image, then “Copy flow to your account” to start with this flow

Keep in mind that the above campaigns are just ideas to get your brain juices flowing. While the above examples can all be created with the help of Encharge, automation can go beyond that.

When automating things, think of all the tools that you’re already using and how you could leverage them in your automation. 

It’s often possible to connect those apps, sending important data between them and speeding up certain internal processes.  

A great example of this is scheduling. If you’re selling online coaching or one-on-one training, you want your customers to be able to schedule your time and make payments. Ideally, you want to have it all automated.

To do that, you can use Encharge to connect your calendar scheduling tool and payment provider. Then, you can use automation on top of it and automatically send confirmation or reminder emails or SMS messages.

Step 7. Review the implementation of your strategy

Marketing automation is there to save you time — but it’s not a set-and-forget thing. Whenever you implement a new automation, you need to keep a close eye on its performance. And it’s not just about the metrics.

Every decent platform will give you the data you need to know whether you’re getting closer to reaching your goals. However, sometimes you may need to think about things that no numbers can tell you:

  1. Are all automations “firing” correctly?
  2. Is there anything else you could do to speed things up in terms of processes and customer response time?
  3. Is your engagement up? This is critical, especially if you’re automating things related to sales or customer service that were previously done manually by your team. 
  4. What are the best and worst-performing aspects of your automation? For example, which metrics increased? And, is there anything you could do to improve the not-so-well performing ones?
  5. Is the increase in non-sales metrics reflected in the overall revenue increase? Not all metrics measure your sales — however, some of them have a direct impact on it. For example, if your engagement is up — are those users using your product more, sending fewer support tickets, etc.? Or are you still losing them somewhere along the way? 

As you start implementing your marketing automation strategy, you’ll see that not all things will work out the way you want them to. 

Some will not work at all or even make things worse. However, if you plan things right, failure should be an exception, not a rule. Still, you want to keep a close eye on any automation that you add, especially shortly after you do that.

And if you see that your new strategy works, but you believe it could work even better, it’s time to start A/B testing.  

Improve your strategy by A/B Testing critical automations

Once you review your setup and see things that could benefit from changes, it’s time to start A/B testing. 

The two key questions you need to answer here are:

  • What are your priorities, i.e., what are the things that you want to optimize in the first place?
  • Can you get enough data to make those tests statistically significant?

If you know your priorities and believe you can get enough data, it’s time to pick the right test. 

Most of those will apply to your emails. But, as you can see, there’s a lot you can test in an email alone:

However, you don’t want to limit yourself to testing your emails. The most popular (email and non-email) tests include:

  1. Email subject lines. The aim is to skyrocket your open rate. 
  2. The copy of your emails. Sometimes, it’s worth changing the entire email. This is especially effective for critical emails in your funnel, such as sales emails. 
  3. Opt-in forms. You can test everything from copy to design, location, type (slide-in vs pop-up, etc.), and buttons.
  4. Social proof. Usually, you can increase the conversion rate just by adding social proof. But, once you do that, it all comes down to the way it’s presented. 
  5. Feedback survey and polls. If you believe the response ratio is too low, consider changing the poll (the question, the way you ask, or when you do that). 
  6. Personalization. In general, personalization is a good thing. But, you’ll never know until you test things out!  
  7. The type of content you send. Webinars, blog posts, product demonstrations. 
  8. The interval between different emails. For example, you can check if you’re not sending your upsell emails too late (or too early). 
  9. How fast you add people to different segments. You can go as far as testing the lead score at which you should put people into various segments. For example, if you add people to a “hot leads” segment too early, you risk losing too many of them. 

Naturally, there’s plenty more to it than that, but many of the opportunities will not unfold themselves until you make your marketing automation live! 

Get the Feedback from Your Customers

Not all automation can be A/B tested. In fact, not every marketing automation can be adequately measured! Similarly, sometimes metrics won’t show you the whole picture. 

Thankfully, there’s one more thing you can do to get the data you need to optimize your marketing automation — reach out to your customers. 

For example, if you automate certain aspects of your customer service, you ask people about their experience. Create a poll or send out a survey to see if the change is a step in the right direction.

The beauty of automation and customer feedback is that… you can automate the whole process! And you don’t have to limit yourself to just getting feedback about your automation. 

You can also use automation to ask your audience about your marketing in general, your offer, customer service, etc.

Some tools like Encharge integrate with the most popular survey platforms like Typeform and allow you to pull in your survey response data. You can then use that data to create segments or simply automate email follow-ups based on the responses.

Bonus: 7 best practices to follow when building your marketing automation strategy

Marketing automation is a complicated beast. You need to look out for many small things when you start out.

Below, you’ll find some of the most important things you need to keep in mind when developing your marketing automation strategy. 

While ignoring them might not necessarily ruin it, it’ll make your strategy a lot less effective.

1. Start Small

Don’t think that just because you’ve had to spend the time researching your audience, you now have to implement everything at once. It’s okay to start small. In fact, there are a few benefits to doing that.

First, doing so allows you to focus on the crucial elements that can bring you the highest ROI.  Moreover, as you’re not trying to implement everything simultaneously, you can assign more resources to polish and A/B testing critical automation. 

This, in turn, reduces the risk of mistakes and errors. Not to mention that it allows you to get started with a smaller budget.

2. Take advantage of multi-channel automation 

There’s a lot more to automation than emails!  What other channels do you engage with your audience in? Think about all the social media sites where your users are present. 

For example, you can pull Facebook data back to your email tool to create segments. You can also do the opposite — and use email data to build Facebook audiences and target even more people like your subscribers! 

3. Ensure you’ve got tracking in place

If you don’t have the data, you can’t tell if marketing automation is helping you grow your business. And, when it comes to collecting data, more is always better. 

Before you start implementing automation, make sure that you have all the necessary tracking in place. A great example of a must-have tracking solution is Google Analytics. 

Ensure that your tracking tools tick the following boxes:

  1. Is the data that you’re tracking telling you more about your audience? For example, can you see what content your audience is the most interested in? 
  2. Are you tracking all the key metrics that you need to reach your goals? 
  3. Are you tracking all the metrics that can help you run A/B tests and improve your automation? 

Use the data to make data-driven decisions, tweak your marketing automation and grow your business! 

4. Actively use lead scoring

Speaking of data and tracking, one of the types of data you need to collect when using email marketing automation is lead scoring. After all, how else can you tell which of your customers might be ready to make a purchase? 

When setting up your workflows, assign different lead scores to actions such as attending a webinar or click the checkout button.  Then, once your subscribers reach a certain lead score level, use automated workflows and start sending them more sales emails. 

A high lead score doesn’t necessarily mean that the particular subscriber is willing to spend money with you. Nonetheless, it’s one of the best interest and engagement indicators. 

Dropping lead scores can tell you which subscribers are disengaging. This, in turn, allows you to put them in a re-engagement workflow, allowing you to “recover” at least some of them.  

5. Clean your contacts

Sadly, no matter how good your re-engagement workflow is, you can’t recover them all. Some of your contacts will never open your email again. 

This might be due to them losing interest, signing up just for the lead magnet, or a variety of other reasons. So whenever you find people like this in your list, remove their data. 

All those dead emails can skew your metrics and often add up to your marketing automation tool bill.

Think about cleaning your lists and customer segments right when you’re developing a strategy. Then, schedule a regular session to do that. Or, even better, find a way to automate it!  

Encharge is the only marketing automation solution on the market that allows you to archive your contacts automatically. You can simply build a flow that archives people when they become inactive:

6. Ensure that you follow data privacy regulations

Marketing automation is inextricably linked to collecting data. 99% of the time, you’ll be collecting a lot more than just emails. 

Behavioral targeting, lead scoring, and creating user profiles are all possible thanks to the massive amounts of information that you collect about your users.  While there’s nothing wrong with collecting all that data, make sure that you do it in a way that’s compliant with various privacy laws, such as GDPR or CCPA.

Keep in mind that it’s not just you who needs to stay compliant. Even the tools you choose need to comply with the privacy law, especially if they’re collecting, processing, and storing any data on your behalf.  

7. Focus on the quality of your relationship 

Lastly, stop looking at the numbers. Implementing a marketing automation strategy is a marathon, not a sprint. You won’t find everything you can automate overnight – not to mention test it all. 

But, no matter how many things you optimize, don’t forget that, at the end of the day, it’s all about your relationship with your audience. And, when it comes to customer relationships, quality always beats quantity. 

So don’t spam your audience. You don’t need that many sales emails in your workflow. Don’t personalize for the sake of it. 

Nurture your audience. Stay in touch with them and help them solve their problems. Strive to make their lives better. 

When you can show them that you care, you build trust. And when they trust you – that’s when they’ll turn from cold leads to loyal, returning customers. 

Wrapping it all up — take action! 

Marketing automation has plenty of benefits. It can save you a ton of time, increase your productivity and grow your leads.

But just getting all the latest tools won’t get you there. 

To reap all the great benefits of marketing automation you need to develop a cohesive strategy.

Look at your business. Think about your audience. Create business goals. 

What is it that you want to achieve?

Get clear on the direction that you want to take your business in, put the time into building a marketing master plan and make a dent in your ROI today.

Want to find out what marketing automation can do for your business? Book a free call with us and let’s talk about your business. 

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Meet your new marketing automation platform

Customer messaging tools don’t automate workflows outside your product and marketing automation tools are bad at behavior emails. Encharge is the best of both worlds — a marketing automation platform built specifically for startups and digital businesses.

“Encharge helped us visually redesign our onboarding flow resulting in a 10% increase in our trial activation rate."

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Camille Richon
Founder Payfacile
See why Encharge is different
Use Cases
Marketing automation
Create user journeys that convert, onboard, and retain customers.
Lead nurturing
Nurture email leads into trial users and customers.
User onboarding
Boost product activation and guide your users to value faster
Trial conversion
Smart marketing automation and behavior-based emails to double your trial conversion.
Success Stories
Landbot automates the onboarding for 80,000+ users while saving 320 hours/month
Samdock reduced the cost and time spent on acquiring a new customer by 77% with Encharge
Aito reduced the time for implementing behavior-based emails from hours to minutes
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SaaS
Convert, onboard, and retain more customers. Grow your MRR with marketing automation for SaaS.
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Agencies
Build advanced marketing automation flows for your clients and grow your agency faster than ever before.
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Content creators
Bring your subscribers in Encharge and nurture them into customers with automated email sequences.
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Subscription businesses
Create targeted messages and automation flows for recurring-revenue businesses.
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Productized services
Automate your services and focus on the important parts of your business.
Flow builder
Create remarkable user journeys with a robust and easy to use visual flow builder.
Broadcasts
Send targeted one-off newsletters to your whole audience or a segment of people.
Behavior emails
Send targeted emails when people do or don’t do something in your app.
User segments
Create user segments with the market’s leading segmentation for SaaS.
User profiles
See the people behind the actions and access the full view of your customer data.
Email personalization
Get your users to act with highly-personalized emails.
Email editor
Design beautiful mobile-ready emails without any HTML skills.
A/B tests
Drive email engagement with A/B tests for your Broadcasts and your Flows.
Lead scoring
Identify interested users and best-fit customers and proactively reach out to them.
Website tracking
Track page visits and form submissions on your website in real-time.
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Free email verification
Free email verification for all your contacts in Encharge, on all plans.
Transactional emails
Send emails like password reset, payment receipt, and single sign-on link from your app.
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Facebook
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HubSpot
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Calendly
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Typeform
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Slack
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Intercom
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Mailchimp
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Salesforce
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Zapier
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Pabbly
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Integrately
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Stripe
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Chargebee
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Chargify
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Recurly
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Paddle
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Twilio SMS
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Webhooks
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Segment
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API
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Google Analytics
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KonnectzIT
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ThriveCart
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Blog
The resource for startups who want to grow their revenue with marketing automation.
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Facebook group
A community for all things Encharge-related.
Knowledge base
Learn how to use Encharge.
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Developer docs
Tools for developers.
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Feature requests
Request new product features.
Product updates
Latest Encharge updates and news.
Affiliate program
Earn up to 30% recurring commission when you refer customers to Encharge.
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Encharge Experts
Get help from trusted Encharge consultants and service providers.
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Resource library
Get access to all of our eBooks, webinars, blueprints, cheatsheets, and more.
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Slack community
Talk to the Encharge team in real-time.