Marketing automation audit

What is marketing automation?

Marketing automation (MA), also known as a marketing process automation system, is a set of activities and tools that allows you to collect data effectively and use it to conduct automated communication with your audience. MA can be used in a variety of channels, e.g.:

• SMS
• email
• mobile push, web push
• mobile app
• social media
• website

What are some of the reasons for implementing marketing automation?

• lower bounce rate on the company website
• more newsletter signups
• more quality leads
• higher shopping cart value
• better conversion

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Why is it worth using marketing automation?

Is it worth automating? By all means, yes. MA allows you to reach customers faster and more effectively. In addition, the marketing automation system allows you to plan communication with your audience precisely. It's also a valuable source of information about consumer behavior. And such data allows you to create better, more tailored, personalized campaigns. Therefore, marketing automation is an excellent tool for effectively generating sales leads. On top of that, MA solutions help establish and strengthen relationships with customers. The technology has tremendous potential, so it's worth getting into it.

Remember, however, that implemented MA paths will not automatically guarantee a robust conversion increase. Not all tools work for every business. You should therefore design automation paths at the very beginning to meet the needs and expectations of a given company to the greatest extent possible. This requires testing, analyzing, and, if necessary, optimizing the solutions you use. It's also important to closely watch how audiences react to the automation you've implemented.  

Conducting an MA audit is a great way to assess whether the marketing automation paths implemented are serving their purpose.

Why should you conduct a marketing automation audit?

Are you using marketing automation but without satisfying results? Do MA tools fail to meet your business goals? Perhaps the marketing automation paths across different channels have been poorly designed and configured. A marketing automation audit allows you to thoroughly analyze your system to identify weaknesses or gaps. A well-conducted MA audit lets you eliminate errors and thus significantly increase the effectiveness of your tools. It's also an ideal opportunity to look at and possibly adjust business goals.

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What should be included in a marketing automation audit?

Every marketing automation audit should include the following:

Verification of your contact base quality

Verify, among other things, the accuracy of the email addresses in your database. You can use a tool like Bouncer for this purpose. It's an easy-to-use email address verifier that will remove invalid or inactive emails from the database. This will increase the deliverability of your email campaigns.

Evaluation of bulk and automated email conversions

Check carefully such metrics as Open Rate and click-through rate (CTR). Also, verify the number of signups and unsubscribes from the mailing list. Check the email bounce rate.

Integration correctness

This step involves carefully analyzing whether the integration process has been performed correctly. Verify whether user actions (e.g., purchase, newsletter signup) can be enforced without interference.

Individual campaign conversion analysis

Perhaps some campaigns convert better than others? Or some don't come close to meeting their goals at all? Consider what could be the reason for such a problem.

Evaluation of lead generation software

Check in detail if your lead generation solutions are configured correctly and if they work flawlessly. Conduct A/B testing of contact forms. Review whether lead generation tools like callback widgets appear on the page in the right places and at the right time.

Competitor activity analysis

Every marketing audit should also include a thorough analysis of the competition. For example, how does a competing company handle newsletter signups? Where and at what point do pop-ups appear on the site? Good research in this area will help you learn about solutions used by other companies, which you may also be able to implement yourself.

Conclusions and recommendations

Conclusions and recommendations from a marketing automation audit should be formulated clearly, concisely, and understandably. This will make implementing needed changes and eliminating mistakes easier.

Who should do the marketing automation audit for you?

A marketing automation audit, unlike, for example, an SEO audit, cannot be performed with a single online tool by typing in, let’s say, a website address. This is because marketing automation paths are complex, multi-level solutions. Therefore, you need people to conduct the audit. You can delegate it to an employee who knows how it is done. Or you can outsource this task to an external HI expert. The second solution ensures that the audit is carried out by a specialist unrelated to the company, so he can spot aspects that are hard to notice "from the inside."

If you want the audit to be a starting point for changes that will bring your company tangible benefits - write to us!