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3 tips to improve your firm's marketing automation process

3 tips to improve your firm's marketing automation process

We’re rapidly approaching the New Year with only two more days to go until 2017! So we thought we’d share some of our top tips to improve your marketing automation process, to make sure users are engaging with your emails more in 2017!

Optimising your marketing automation process is crucial to ensure continued success with your email marketing campaigns. Marketing automation can save your firm from wasting time and resources when it comes to sending individual emails out after each website action is completed by a user.

When done right, marketing automation can perfectly nurture your audience with timely and relevant content. This content will help the user keep your firm in mind when they eventually come to needing legal representation.

So here’s our 3 tips to help you improve your firm’s marketing automation process:

3 tips to improve your firm's marketing automation process

Shake off robotic language

The action of automation is a little robotic given that you haven’t sent it directly. But making sure you’re speaking your customer’s language is important in order to engage them and encourage them to interact with your firm’s content.

Make sure you try to send your automated emails from an email address that customers can respond to if they have a query about what you’ve included in your emails. For the customer to be able to easily contact your firm without jumping through a number of hoops, makes the user experience much more enjoyable.

Don’t just simply set it up and let it run its course

After you’ve created your marketing automation workflows, it’s important you don’t just forget about them and assume that’s that task ticked off. It’s important you continue to revisit your workflows to prevent them from getting stale or out of date.

Continually tweaking them to reflect customer thoughts and general feedback, can play an important part in delivering the best results possible for your firm. Why not change the email subject title so it’s more actionable, or maybe swap out the colour of your call-to-action button, or perhaps think about slimming your email copy down so it’s more concise and easily scan-able.

Make your emails mobile-friendly

According to a report conducted by Litmus, 53% of emails are now opened on a mobile device; therefore, it’s important your email templates are compatible cross-device. To make them even more compatible for your mobile customers you need to ensure your text is easily digestible. Use headings where appropriate and bullet points or bolded text to draw the user’s eye to certain points of the email.

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