Top 5 things you should keep in mind for 2024
#1 - Make sure you have a Marketing Automation Playbook in place. It should at least cover the following:
- Business objectives, such as decreased churn, increased key conversions, and enhanced cross-selling
- Defined segments or target groups
- Some insight on your buyers' journey and incentives for engagement and purchase
- Identification of key conversion points. This is where you answer your buyers' main questions
- Preferred channels and tone of voice for your messaging and dialogue
- A framework for how to define and measure success
#2 - Evaluate Customer Communication from the End-User Perspective
- Make some sort of systematic review of your communication from an end user perspective
- Conduct surveys with actionable questions
- Perform interviews to gather actionable buyer insights
#3 - Experimentation beats prediction
- Choose a test segment within a key customer journey and refine it step by step
- Test and modify elements like subject lines, content and call-to-action to make it as meaningful as possible for the receiver
#4 - Have a look at your current platform and data setup
- Does it align with your goals, or is it time to explore new platforms?
- Is you data actionable and 'AI-ready'?
#5 - There's no nr 5, but don't forget the importance of taking a break. Enjoy plenty of 'glögg' and relax. We have a lot to do in 2024!
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