My colleague Kara Trivunovic spoke during a webinar this week hosted by Unica and several partners. The discussion turned to the use of automation in email and Kara made an interesting point. Many companies set up automated email programs; and like Ronco, they set it and forget it. But as Kara accurately points out, as automation programs run and run and run and go unchecked, the recipients behaviors and needs change.
It speaks to the need for marketers to pay attention to the data they are collecting and to implement frequent audits of their programs to ensure that they are focused, on target and relevant.
Automation is valuable in that it allows for mass personalization and easy deployment, but by not paying attention and delivering misguided content you run the risk of alienating your audience.
You can follow Kara on Twitter @ktrivunovic and me at @jason_simon
It speaks to the need for marketers to pay attention to the data they are collecting and to implement frequent audits of their programs to ensure that they are focused, on target and relevant.
Automation is valuable in that it allows for mass personalization and easy deployment, but by not paying attention and delivering misguided content you run the risk of alienating your audience.
You can follow Kara on Twitter @ktrivunovic and me at @jason_simon
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