Many marketing departments, especially those with a panorama of product offerings and services, and thus a high volume of tactics to deploy, are sometimes stretched to the limits in terms of weighing the outcomes of the tactics they deploy.

The following takeaway from a recent FOCUS infographic, “Marketing Automation by the Numbers,” sums up the need for marketers to monitor even that which they automate:

Don’t fall into the same trap. First, take advantage of any daily, weekly or monthly dashboards or reports available with your marketing automation program. This will give you a running update on metrics as they happen, so you can quickly see, at-a-glance, if certain emails you expected great things of are underperforming.

Take back the controls

Automation doesn’t mean putting your marketing on autopilot—you should always be checking the controls, as your gauges might indicate a problem in the content of your emails, the frequency of communications or your contact database. Some signs that it’s time to do a deep dive into your metrics and your database or adjust your frequency and velocity:

  1. Opens, click-throughs and form submits are static or declining across the board.
  2. Unsubscribes are increasing or prompting client emails with global unsubscribe requests.
  3. You are getting reports that contacts are receiving personalized emails with erroneous information.
  4. Organizations start requesting that their domain be excluded.

Refining your approach

Are your metrics indicating a need for change? Begin by auditing the following:

  1. Your Offer: Is it attractive enough?
  2. Your Audience: Are you asking the right people?
  3. Your Resources: Are you providing the right offer and resources to the buying stage of the contacts you are communicating to? In other words, are you asking evaluative questions of an audience that still needs their interest piqued?
  4. Your Required Data: Are you getting enough information from the metrics of your emails for the buying stage you are sending to? In other words, when you are sending to those in the interest phase, are you asking them to submit form information that will help you better gauge what they would like to learn about in the next email you send them?

All of the answers from the questions above will help you refine the content and timing of your emails and result in greater interest level, so that you are confronting the right contact, with the right information, at the right time, so you can get them into the sales funnel right away!