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Email marketing automation, in my opinion, is largely over-played, certainly as a means to communicate to channel partners. Here I am going to uncover the cracks that will make you question its worth to your brand.


Only for the nurturing process

Marketing automation is great for prospect nurturing processes. It’s fantastic for targeting those users that are thinking of buying as it can track which customers have visited your site, what they’ve looked at, and send these individuals a series of messages solely targeted to their needs and behaviours.

Anything to help influence their buying decision further is critical.

This works well for prospective channel partners too, i.e. for those that are currently not yet working with you but are thinking about it. It could also work for your inactive partners that seldom purchase and resell your products.

But what about ongoing channel communication?

What about after the purchase decision is made and after your partners have bought from you? This is where marketing automation software fails. Your buyers have now left your buying cycle, so the nurturing approach is no longer relevant.

The requirement now is to keep them engaged and loyal to your brand, by ensuring they are kept informed about your new products, promotions, offers and tools. The issue is, if your targeting approach consists of creating and sending content based on website traffic but they are no longer visiting your website, how are you going to target them? This is the loop hole. Marketing automation software is not designed for this form of communication. It is also very cumbersome and time-consuming to create ‘nurturing campaigns’ for every piece of partner news.

Marketing automation limitations

Marketing automation software, whilst great for the nurturing process, cannot support you in sending targeted channel communications. You will need to send emails and newsletters based upon who your audiences are; by product interest, by industry sector, by partner type, by partner tier, by country, by language. But what if an individual is interested in more than one product and let’s say speaks Spanish? How are you going to specifically appeal to this individual? The answer is you can’t; well not unless you’re planning on creating a multitude of different versions, and updating this every time your product/ service offerings changes. It sounds like a lot of hard work to me! And what for? Will it ever be as targeted as required to truly engage every audience?

The solution

If you are looking to achieve ongoing communication to retain brand loyalty and keep your partners up-to-date, you need to look for a different solution to cater for this issue.

With news on demand you can target every recipient with specifically tailored emails and newsletters based on their accreditation and partner levels, industry focus, language, topic interest, frequency they wish to receive your email newsletters etc.

You can make this happen easily: you, the sender, only need to input content into the system, categorize it as you go and the software will do the rest. It’s that simple to use and will save you a lot of time and budget, whilst ensuring that your partner audience receives the news they want and need, when they desire.

So before you extend the use of your marketing automation software to your channel communications, ensure you perform extensive research, weigh up your end goals and establish exactly what you will be using it for. If it’s to retain and build relationships with channel partners, I believe this is not the system for you and you should definitely look elsewhere.