How many times have you heard the words “simplicity and efficiency”? Now, how many times when it relates to marketing automation? For me, more times than I can count or remember. We have tried many things to help streamline our organization and our automated programs. Like always, some things we learned the hard way, and others naturally fell into place. Below are 6 items which we experienced over the years. I share these with you so you don’t have to go through the same learning curve that we did. Use one, or use them all as you, your teams, and your customers grow and change.
TIP: Be aware of low connection speeds in emerging areas and how it could affect your content. In order to benefit from this tip, you will need an open mind about industry best practices. As email professionals, we strive to keep emails short and lead the contact to our website for in-depth information. However, internet speeds can vary greatly throughout the world. In some high-growth emerging regions such as Eastern Europe, IndRA, or Africa, our team preferred to send lengthier content and include more information instead of losing their contacts to slow load times during the click-through. We also received customer feedback supporting this need. We are ‘meeting in the middle’ on this one and respecting the local expert knowledge if they need to add information to the approved content. As internet connections improve, and mobile becomes even more prevalent, we will need to revisit this conversation.