‘Automation’ it
sounds so cold and impersonal. But could it be used to help you be more
personal?
Here’s what I
mean.
We run a lot of
events and at one a friend was tasked with registrations. If you’ve ever dealt
with event registrations, you know it generates a lot of emails. One of the
options in his marketing software was to send an email to anyone who started to
register for the event, but stopped for some reason and still hadn’t registered
within an hour. He chose to send a simple email along the lines of, “If you
have any questions or are having trouble registering, just reply and I’ll help
you out.” He actually wasn’t sure he should, afraid it would be “too pushy.”
But there was no way for him to watch every single person attempt to
register and send an email if they needed help without automation.
The first email
he got back was a potential attendee worried the event would sell out before he
could get the approvals he needed to make the purchase. So my friend held a
ticket for him.
So automation can
help you be more personal, but only if you are smart and selective about the
automation you set up.
Take a look at your own
marketing processes. Where can you set up some simple automation that will help
you to be personal in ways you otherwise couldn’t be?
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