The setbacks of automated marketing communications

In this op-ed, a PR exec explains how automatic responses can push away potential customers.

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In the world of marketing, people have looked for the easy way to automate marketing and sales, and with the onslaught of marketing automation software the ability to do so has become relatively easy. It may work for some industries, but the way many businesses are approaching it is atrocious.

At its best, automating communications creates a distance between the human audience and the brand. At its worst, it offends the audience.

I’ve seen many cases over the last couple of years that lead me to believe there’s an aggressive sales team running rogue, not worrying if they offend someone. Can it result in sales? Probably. But ultimately it reflects on your brand and your ability to build a true relationship with your audience– making them want to come back to you time and again.

Let me share an example of what I’m talking about:

Subject: Please Return My Call

I have tried to reach you for the last 2 months after you visited our website and you have not returned my calls. I would like and expect a response to my multiple attempts to reach you. Are you not interested in saving money and finding a better solution?

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