Marketing automation strategy is no mean feat. Whether you’re doing a full lead nurture programme or just sending a mass blast, how to do you keep your content fresh and ensure an increase in email open rates, click-through rates, and, ultimately, leads?

There are many things to consider to ensure you’re reaching the ROI you need, without getting many unsubscribes. Here are several common mistakes when creating email programmes and tips to overcome them.

Problem 1: Lack of proper segmentation

Proper segmenting allows organisations to craft unique messages and offerings that speak to specific interests and concerns of each customer group, improving customer response rates and boost customer loyalty. But many marketers struggle with segmenting their database due to incomplete data or because they just don’t have the bandwidth to create highly segmented content. This affects not only ROI, but also the company brand and the ability to move leads through the customer lifecycle. If a lead opens an email and decides the content isn’t relevant, your brand is affected and you’ll notice an influx of unsubscribes.

Tip: Even if your data isn’t 100% clean, you should still segment based on data you have. Identify distinct customer personas and build content and messaging that resonates specifically with those profiles. Each segment should have different messaging based on what is relevant to them. Remember, there’s no single right way of segmenting that fits every customer base. The best method will depend on your particular business, your unique sales cycles, and your marketing goals.

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