Common Marketing Automation Mistakes & How to Avoid Them

Automation can transform your marketing, but only when it’s done right. Here are some common pitfalls to watch out for and how to avoid them:

1. Over‑automation

It can be tempting to automate every possible interaction, but doing so risks losing the human touch. Focus on automating repetitive, time‑consuming tasks while leaving room for authentic, one‑to‑one communications where appropriate.

2. Poor Segmentation

Sending the same message to everyone undermines the power of automation. Invest time in segmenting your audience based on behaviour, demographics and interests so that each contact receives relevant content.

3. Lack of Testing

Automated workflows are not set‑and‑forget. Regularly test your automations to ensure triggers fire correctly, messages land in the right place and data flows as expected. Use A/B testing to optimise subject lines, content and send times.

4. Ignoring Metrics

Automation generates plenty of data. If you’re not analysing it, you’re missing opportunities to improve. Track key metrics like open rates, click‑throughs, conversion rates and customer lifetime value to refine your workflows.

Need help avoiding these mistakes? Our team has seen it all. Get expert guidance on building effective automations that convert.