How to Turn an Email Automation Fail into A Success September 17, 2018, | Posted by Samantha

Site Impact has long touted the benefits of automation and AI when it comes to implementing more effective email marketing. Automation takes all of the tedious legwork out of campaigns, making it easier to focus on those aspects that really drive value and increase opens and conversions. But while automation is a great tool, there is no question of the fact that sometimes it fails. Sometimes things don’t work the way they’re supposed to, leaving marketers and brands in something of a lurch; but while some might react to an automation failure with chagrin, it can provide an opportunity--to learn as well as to reconnect in a more organic way to your customers.

Most common automation failures to look for

There are a few ways that automation tends to fail most frequently, and if you stay on guard for these things to happen, they’re much more readily preventable. One of the biggest and most obvious issues is when an auto-fill field doesn’t populate properly; for example, “Dear [FIRST_NAME].” This particular flub on the part of the automated system can really throw a wrench into efforts at creating a personal touch. Another common automation fail occurs with schedulers: a drip campaign requires a particular tempo, a certain schedule of emails being sent at specific times; automated schedulers can sometimes mess this up, sending too many emails or sending them on the wrong days, at wrong times, etc. Finally, mismatched targeting can occur, where a person receives an offer that they are not eligible to redeem (for example, an existing customer receiving a new customer discount offer). These are mostly issues that can be prevented through making sure that everything is as it should be before giving things up to the automated system; if autofill issues are causing problems, it can be best just to shut off that capacity and switch to a less personalized subject line. If scheduling or mismatched targeting occurs, check the parameters set and make sure that the automated system is updating properly with the information it is to target customers the right way.

A mistake doesn’t have to be a disaster

Of course, fixing the problem moving ahead doesn’t on its own solve the issue of the flub the automation made in the first place. Bad autofills can wreak havoc on a personalized feeling in a campaign, bad targeting can arouse customer resentments, and so on. The important thing to keep in mind, however is this: don’t panic. The small faux pas can present your brand with an excellent opportunity for a more genuine-feeling connection, as well as showcasing a sense of humor and humility in the response. For personalization problems caused by a fill field not populating, consider sending out a follow-up email offering a nominal discount and apology, along with an invitation for the customer to verify their information. For bad targeting issues, reach out to the customers affected and--again--apologize for the faux pas, while offering value in a new way, whether that’s a promotion they do qualify for, or exclusive content. Everyone wants to feel generous, and everyone loves a redemption arc.

By taking a humble and humorous approach to the occasional failures automation is subject to, brands and marketers alike can turn a misstep into a success story, learning more about the systems they engage with and creating better connections with email recipients. Contact Site Impact to hear more about how we can help you incorporate automation safely, and deal with mistakes you’ve made effectively.