We all like to malign the “robomails” and “robocalls” we receive. Marketing automation can seem like a bad idea. We despise them as much as the next person! Marketing automation applied badly (or too broadly!) is clumsy, inconsiderate, and potentially damaging to your brand. Marketing automation applied intelligently can actually make you more considerate, not to mention productive! A well-designed automated campaign should give you, the sales or marketing executive, enough information to treat your customers and prospective customers better. It should tell you

Who is reading your emails and who is not.
Who has downloaded the file you provided or who may be having technical issues.
Who apparently has questions and may be in need of more information.
Which of your prospecting sources is generating more leads.

How can software do all that? We use Infusionsoft, which combines a Customer Relationship Management (CRM) database combined with email, voice and fax marketing software. It allows us to track appointments and notes for physical tasks as well, such as mailing a physical package via snail-mail. We take the time to do regular training and are Certified Sales and Marketing Experts (CSME) with this software. Why do we invest so much time, when we work in an industry that values personal sales so much more highly than any kind of automated marketing? Because it enables us to spend our time more wisely. For example, let’s say that you filled out the form on our website to request our Trade Show Checklist. After you filled out the “Request Information” form, the software applied a tag so that our staff will know that you have an interest in trade shows.

You were sent an email confirmation request.
If you completed it, the software shows that you have a confirmed email address.
The software then delivered an email that included a link to the Trade Show Checklist. The system shows us where people may be “stuck” in the process, so we can if there are people who may be having difficulty downloading the checklist. We have the option to send them another email or give them a call and offer assistance.
Then we have another sequence of emails, in which a prospect may indicate interest by checking on various other links.

And so on. . . It took time and thought to set up this sequence, but it becomes an asset that our company can use indefinitely to offer something of value in exchange for finding people who may be interested in some of the services we have to offer. (Trade show marketing assistance, as an example!) Other reasons to build an automated marketing sequence:

A marketing campaign (such as described above) based on a “lead magnet,” such as a white paper, ebook or iBook, or even an information package that you send via snail mail.
A fulfillment sequence for new customers that helps them learn your product or service. Perhaps a “tip of the week” to help them use the product more effectively – this improves customer satisfaction, may reduce service calls and returns.
A campaign to existing customers encouraging repeat purchases. If you know customers tend to upgrade or repeat purchase at a certain time period, send a reminder and offer an incentive to repurchase. (This is a convenience for customers who may not be aware their product is about to expire, or it may prevent “shopping around” with your competitors if it’s more convenient to purchase from you again!)
A campaign to existing customers encouraging referrals. Offer something of value to the referr-er and the referr-ee!)
Set up a date-related reminder that sends YOU an email a few days before your best customers’ birthdays or anniversaries, so you have time to send a card or gift.

The key to successful marketing automation is to use it to TARGET your personal attention when and where it does the most good. In aviation and other large ticket or business to business sales, no amount of automation will ever take the place of great relationships. The only way to build great relationships is to spend the time providing high-quality service and attention. .