This week on The Epic Marketing Show we look at the importance of assessing and critiquing your marketing automation campaigns.
Because if you don't take the time to critique your work before you set a campaign live, how do you know if you're meeting the objective you've set yourself?
Or whether or not you've even set yourself an objective - yes it happens.
But as a professional you know nothing should ever go out the door without being reviewed, tested and given the bigger rubber stamp of approval. Right?
Therefore everything you send out is perfect and super successful. Right?
This is usually the part where everyone starts looking at their shoes or pretending they got a text message.
Because the reality is really quite different. People make mistakes or become complacent (so make mistakes) or don't know what they're doing (so make mistakes).
The upshot is the same - campaigns that don't work.
It's okay, you're not alone. But the other - arguably inconvenient - truth is that you should be critiquing your campaign once it's live too.
Marketing automation has never ever been a fire and forget solution to your marketing woes.
You should build your campaigns with a clear objective and taking into account the oh-so unpredictable nature of human behaviour. You won't necessarily know if you've covered all your bases until your campaigns are up and running.
Therefore if you've properly critiqued your campaigns before you make them live then there shouldn't be too many nasty surprises. You'll still find yourself making running repairs in order to get your campaigns running smoothly.
Watch the video below to learn more about how to critique your campaigns and the importance of taking into account things like negative actions as well as positive.
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