Employees in record numbers are turning in their 2-week notices. The pandemic trend, “The Great Resignation,” caused a significant workforce exodus. And this trend is showing no signs of slowing down.
In February 2022, 4.4 million Americans left their jobs behind for more favorable work conditions.
What’s one of the driving factors behind this shift in the labor market? Burnout.
In fact, global search inquiries for the term “burnout” have increased by 2,500 percent since 2015.
So, employee well-being is a high priority for most businesses. While burnout can have many contributing factors outside of the workplace, employers can help alleviate some symptoms.
When we talk about marketing automation, we often mention its role in growing revenue. But it can help prevent employee burnout. Essentially, it eases some of the repetitive workloads and reduces stress.
Automation tools increase your team’s well-being, but it also helps them work efficiently.
If you’re considering investing in marketing automation software, the time is now. Keep reading to learn more about this tool and how it can strengthen your brand and your team.
What is marketing automation?
Marketing automation software automates monotonous marketing tasks. For example, your marketing team can automate repetitive jobs like sending marketing emails, creating social media posts, and running ad campaigns.
The purpose of automation tools is to make marketing tasks easier and faster to complete.
Automation software improves productivity and provides a personalized customer experience. Essentially, it allows you to create a set of triggers that correspond to different stages in the customer journey.
For example, you can set up an automation that sends a welcome email to a new customer when they sign up for a membership. This is easier and more efficient than manually sending marketing emails to customers.
What are the benefits of marketing automation?
Marketing automation tools are useful for all types of digital marketing methods, including email, social media, and text messaging. Here are a few benefits of automation platforms:
Centralized data and analytics
Automation tools store valuable data about your customer and leads’ actions, telling you what they’re looking for at that specific moment. Tracking this type of data is impossible without automation software.
Consumer insights help you drive qualified leads to the right content, resulting in warm leads that can be nurtured into customers. And as we briefly touched on earlier, rich data allows you to engage with customers personally, which results in customer retention and loyalty.
A key benefit of automation tools is that they bring your team together and get them on one accord. It helps you build processes that work across different groups.
With unified processes, you can focus on providing a cohesive customer experience. In addition, with automated features and workflows, your team can easily prioritize tasks as they’re needed.
Decreases busy schedules
We’re living in a fast-paced digital world. And marketing teams often feel the pressure to do more.
Once one campaign is done, it’s time to plan another. The beauty of marketing automation tools is that it frees up your team’s schedule with automated jobs. This allows you and your employees to concentrate on more strategic work.
Repairs a leaky sales funnel
According to a Hubspot report, 61 percent of marketers say that getting leads is their biggest obstacle. One of the culprits of this issue is a leaky sales funnel. But the good news is that a poor sales funnel can be repaired.
Marketing automation allows you to nurture prospects with helpful content across multiple channels until they’re ready to purchase. If done well, automation tools can result in a boost in conversions.
Invesco found that 77 percent of businesses that used automation software saw a rise in conversions. In addition, 80 percent of marketers saw increased leads — thanks to automation tools.
Provides efficiency (and reduces costs)
Since automation features simplify repetitive tasks, your team has more time to work on other projects. As a result, you could potentially reduce staffing costs and delegate work on more critical tasks.
Additionally, your team can work on more than one area, all on the same platform. For instance, your team can create an email drip and text campaigns without switching between software. Talk about a huge time saver!
Improves lead response times
By now, you probably already know the importance of lead response times. A Velocify survey revealed that a 1-minute response time can boost conversions by 391 percent. Data also shows that 82 percent of consumers expect a response in less than 10 minutes.
How do you make sure you’re responding fast enough? Well, automation might be able to help. For instance, automated emails, texts, and chatbots respond to leads for you. Offloading this task allows you to cater to your prospects quickly and drive conversions.
How does marketing automation support employee well-being?
Researchers have found that monotonous work hurts mental health, causes stress, and leads to job burnout. And employees who are chronically under-stimulated at work are put at a higher risk of drug addiction, alcoholism, and compulsive gambling.
In addition, some scientists believe that bored employees have issues with goal-directed planning, risk assessment, concentration, and emotional control. This doesn’t sound like a productive work environment, does it?
Shifting some of the responsibility to automation tools helps decrease your team’s workload and prevent burnout.
Marketing automation isn’t a replacement for employees, but its features can offset the stress of repetitive tasks. Here are two examples:
Instant data segmentation vs. tedious spreadsheet management
If you’ve ever had to input data into a spreadsheet, you know how monotonous it can be. And it’s safe to say that your team doesn’t enjoy managing a spreadsheet full of leads or customer information — it’s time-consuming and dull.
According to a 2015 study, boredom in the workplace could increase stress, poor focus, and disillusionment. The study also noted that bored employees were less likely to be engaged in their work. So naturally, as a business owner, this is something you don’t want.
In addition, the risk of data errors also brings on extra stress and increases the chance of burnout.
However, marketing automation tools eliminate the need to assign this task, it handles all the tedious work for you. And automation tools make it easy to create and segment audience lists without the risk of human error.
Automated email series vs. manual email tasks
As we mentioned earlier, automation tools make it easy to set up email sequences that trigger based on specific criteria. As you can imagine, this is better than spending hours crafting hundreds (or even thousands) of emails.
Let’s say you wanted to create a 3-email sequence to nurture leads. Here’s what the process would look like without automation software:
- Write 3 email variations
- Create and send email #1 to all prospects
- After a certain amount of days, create a list of people who opened email #1
- Create and send email #2 to people who opened email #1
- After a certain amount of days, create a list of people who clicked either email
- Send email #3 to people who clicked
Sounds daunting, right?
Of course, the example above is a shortened version of a typical email marketing workload. Also, this doesn’t take into account segmentation and tailored emails.
A heavy workload like the one we mentioned is one of the leading causes of mental health issues. So, instead of subjecting your team to tons of work, invest in automated marketing software.
Here’s what the 3-email sequence would look like when automated:
- Write 3 email variations
- Create an automated series with conditions for who gets which email
- Create the 3 emails and set up automation
The great thing about automation tools is that they allow you to make adjustments as needed.
These are just a few ways automation features can significantly improve your team members’ well-being and working lives.
What to look for in marketing automation software
Now that you know the importance of marketing automation tools for employees’ mental health, let’s talk about choosing the right software for your business.
Below is a list of standard features to look for:
Segmentation separates your audience into groups based on common factors like purchasing behavior, demographic, and interests. This helps you target your marketing so that your audience receives relevant content.
With A/B testing, you run two different variations of the same campaign to test audiences to see which version performs better. Marketing automation tools allow you to send tests and analyze the results, and it automatically sends the better performing content to your audience.
Lead scoring ranks prospects based on specific criteria to determine the likelihood of becoming customers. For example, scores are tallied based on the type of communication they’ve had with your brand and how frequently they engage with you. This feature aims to let you know when to contact a prospect during their buying journey.
Your marketing automation software should have an option to track content performance. This provides valuable information about which content is and isn’t delivering and where you need to make adjustments.
If you or your team are always on the go, look for an automation tool with mobile capabilities. That way, you can create and monitor campaigns from your phone. Also, mobile optimization ensures that your content is sized to fit mobile screens and is responsive.
The ability to integrate with other apps and tools further boosts productivity and enhances the capabilities of your marketing automation software. Some common integrations include social media, communication tools, and CRM.
Analytics and reporting
Your data and analytics are crucial elements of your marketing automation tool. It should have a centralized dashboard that informs you about what is and what isn’t working. Your automation platform should also provide detailed reports on campaigns, costs, and engagement.
Ease of use for your marketing team is major. The software should allow your marketing team to easily segment audiences without using SQL. Drag-and-drop functions also make setting up campaigns simple.
How Gleantap can help automate your marketing
If you’re looking for marketing automation software, look no further. Gleantap offers the features we’ve discussed and more.
First, our automation functions help you send the right message to the right customer at the right time.
For example, you can set up a series of triggers based on a customer’s or prospect’s actions and behavior. Let’s say a customer visits a landing page about fitness classes. Then, you can automate a text or email that offers a discount on classes.
Here’s more of what Gleantap has to offer:
It unifies customer data
As we already know, centralizing customer information is essential to your marketing efforts. Our marketing automation platform connects existing data sources with other data points like sales and engagement. All of these valuable insights are brought together into one view.
The Gleantap marketing automation platform allows your team to segment customers based on attributes, events, or likelihood of event occurrence. You can also combine multiple conditions to create a robust and highly targeted group.
Our intuitive interface allows you and your team to easily craft effective campaigns. Set up automatic campaigns to send push notifications, emails, or texts based on customer actions.
And our A/B testing feature lets you experiment with multiple conditions like copy, call to action, and keywords.
Of course, the benefits of our marketing automation software don’t end there; schedule a demo to learn more.
Foster well-being with Gleantap
Employee burnout is on the rise, but the good news is that you can help prevent it before this plague reaches your team. While you can’t control outside factors that contribute to burnout, you can control the workflow within your business.
Marketing automation software eases the workload for your team and helps decrease stress. Also, automation tools free up time and let you and your team focus on more important projects.
There are so many marketing automation platforms, and narrowing down your choices can be overwhelming. But some key features you should look for in an automation tool are analytics, integrations, segmentation, and content management (just to name a few).
Marketing automation tools boost well-being in the workplace, but it helps build a strong company culture and motivated team.
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