Marketing Automation Made Easy: Best Practices to Follow

Marketing automation is crucial for businesses to streamline their marketing operations and enhance efficiency. It is an all-inclusive software platform that automates marketing tasks, such as email marketing, social media management, lead generation, and customer segmentation, among others.

However, despite its potential benefits, many organisations fail to get the most out of it due to various reasons. That is why we're here with some tips to help you optimise your business's marketing automation and achieve marketing goals. 

Segment Your Audience

One of the primary benefits of marketing automation is the ability to segment your audience based on various criteria, such as demographics, behaviour, interests, and engagement levels. Segmenting allows you to personalise your marketing messages and deliver relevant content to each group, increasing engagement and conversion rates.

The problem is many businesses fail to segment their audience correctly, leading to generic and irrelevant messages that result in low engagement and high unsubscribe rates. Therefore, you should segment your audience based on the right criteria and tailor your messaging accordingly.

Create a Content Strategy

Marketing automation requires an extensive content library to deliver personalised and relevant messages to your audience. Therefore, it is essential to create a content strategy that aligns with your marketing goals, target audience, and brand voice.

Your business's content strategy should include a mix of educational, informative, and promotional content that resonates with your audience and supports their buyer journey. Moreover, you should create content in various formats to cater to people's different ways of consuming information. You can try blog posts, videos, infographics, and ebooks.

Integrate Your Systems

Marketing automation works best when integrated with other business systems, such as your CRM, e-commerce platform, and analytics tools. Integration enables seamless data exchange and provides a holistic view of your customer journey and marketing performance.

For instance, integrating your marketing automation with your CRM allows you to track leads, nurture them, and score them based on their engagement and behaviour. Integrating your marketing automation with your analytics tools helps you track and analyze your marketing performance, such as open rates, click-through rates, conversion rates, and ROI.

Test and Optimise

You can test various elements of your campaigns, such as subject lines, email copy, CTAs, landing pages, and forms, among others, to identify what works best for your audience. Moreover, you can A/B test different variations of your campaigns to determine the most effective one. Once you identify the winning formula, you can optimise your campaigns further to maximise their impact.

Monitor and Measure

Marketing automation generates vast amounts of data to monitor and measure your marketing performance. You should regularly review your metrics, such as click-through rates, open rates, conversion rates, and ROI, to determine the effectiveness of your campaigns.

Moreover, you should use the insights gained from your metrics to refine your marketing strategy and improve your marketing performance. For instance, you can try different subject lines to increase your email opens if you notice low open rates.

Train Your Team

Although it has many benefits, marketing automation is a complex tool that requires specialised skills and knowledge to operate effectively. That is why you should train your team on using the software and its various features.

You should also teach them about your marketing strategy, goals, and target audience to ensure they deliver the right messages to the right people. Additionally, you should provide your team with ongoing training and support to keep them up-to-date with the latest developments and best practices in marketing automation.


Marketing automation is a powerful tool for businesses. It can help streamline their marketing operations, enhance efficiency, and improve their marketing performance. But to maximise it well, they need to segment their audience, create a content strategy, integrate their systems, test and optimise, monitor and measure, and train their team. By following these tips, businesses can leverage marketing automation to achieve their marketing goals and stay ahead of the competition.

ForceFive is a marketing agency in Ottawa that has been in the business since 1988. Let our trusted and experienced team help drive intelligent, measurable growth for your business. Get in touch to start your digital marketing journey with us.