While Marketing Automation is a lot about processes, engagement programming, segmentation, and the right messages, one aspect is overlooked often: the templates. At the beginning of a marketing automation project, templates are discussed, designed, and implemented but as soon as the users take over the machine, they tend to descend into chaos. They are applied and modified to fit the purpose of individual campaigns and sooner or later they reach a point of alteration, where the user - out of convenience - prefers to copy the copy of a copy of an original template instead of beginning with the source and changing it to suit the campaign. At this point, every experience is lost. If this sounds familiar, keep on reading. I got some ideas for you on how to prevent this.
Templating done right
Templating done right
Templating done right
While Marketing Automation is a lot about processes, engagement programming, segmentation, and the right messages, one aspect is overlooked often: the templates. At the beginning of a marketing automation project, templates are discussed, designed, and implemented but as soon as the users take over the machine, they tend to descend into chaos. They are applied and modified to fit the purpose of individual campaigns and sooner or later they reach a point of alteration, where the user - out of convenience - prefers to copy the copy of a copy of an original template instead of beginning with the source and changing it to suit the campaign. At this point, every experience is lost. If this sounds familiar, keep on reading. I got some ideas for you on how to prevent this.