Marketing proficiency is the foundation of every successful entrepreneurial venture.
Without effective marketing, even great products and services go unnoticed.
Entrepreneurs must master marketing before focusing on other business skills.
Several key attributes contribute to being a successful entrepreneur. For an entrepreneur to succeed, they must have multi-faceted skills in various areas.
Knowing how to structure a business administratively is a vital skill for an entrepreneur. For example, having well-defined structures and procedures for business management is critical. Effective business management skills are essential. Obviously, the larger the company, the more challenging this can become.
Figuring out how to have a successful financial plan within your business is also essential. Any business needs to have a workable budget and financial plan. It is also crucial to be able to create accurate and realistic forecasts for the future. Without such financial data, most businesses will quickly get into trouble.
Understanding the best strategies for recruiting and retaining talent is crucial. For any business to succeed, hiring the best legal talent available is essential for driving business growth. To do so, companies need to understand where and how to post jobs that align with their business needs. They will also need to know how to pursue the best talent actively.
Furthermore, making clients and customers happy is also essential for a sustainable business. There is no way any business can succeed if most of its customers and clients are not satisfied with the goods or services it offers. If customers and clients are not happy, the word can spread. A business also ends up with negative online reviews, which makes it harder for the company to succeed.
However, knowing how to create a successful marketing plan is a crucial skill for an entrepreneur. For any business to get off the ground, an entrepreneur must know how to attract customers or clients to the company. Many entrepreneurs are skilled in other areas, but they often lack a comprehensive understanding of the best practices for marketing their business. Until they become proficient in understanding marketing, any entrepreneurial efforts will likely not be successful.
Why is marketing the most important skill of an entrepreneur?
The Know-how to advertise successfully is complex and cumbersome. Many businesses engage a marketing company to develop and implement a marketing plan. Such an approach can be hit or miss for many businesses, as some marketing companies may or may not do a great job. Many marketing companies may not understand the specific niche of your line of business.
Understanding how business marketing works, from top to bottom, is key for businesses that succeed or fail. In this day and age, digital advertising probably makes the most sense for many businesses because you can better target those in need of your company’s services through search engine optimization and online advertisements that target those in need of your company’s goods or services.
Having a web page with lots of content is crucial for most businesses. Advertising through the major search engines can also make sense, in addition to engaging in search engine optimization, so that the website appears organically and through artificial intelligence tools like ChatGPT. Pay-per-click advertising can also make a lot of sense for many businesses, as advertisements appear when individuals are searching for companies in a particular area.
Another option to consider includes paid advertising through social networking sites. Social networking sites can result in more visibility than radio and television at a more palatable cost. Most people think of Facebook and X, but there are many other options available, including Pinterest, Reddit, LinkedIn, Snapchat, TikTok and other social media platforms.
Some businesses, however, still like to brand through television, radio, billboards and other conventional means. Such an approach can be cost-prohibitive for many companies, leading to overspending. Branding also does not necessarily result in leads.
Other businesses may resort to word-of-mouth marketing. They may become active in the community through referral groups, civic or community activities, door-to-door soliciting and other means. However, these techniques may not deliver the boost that most businesses need.
Before you launch, analyse your marketing prowess
Any entrepreneur must carefully consider their marketing strategy before launching a new venture. Many entrepreneurs need to enhance their knowledge and skills in marketing before they take the plunge. Otherwise, they will lack sufficient customers or clients to sustain and grow the business. Even if the products or services are top of the line, if the marketing efforts are not well thought out, most in the community will not even be aware of them.
It might mean reading some marketing books and literature. For others, they may need to take some marketing classes. For those who are self-taught, they might conduct research online through search engines and artificial intelligence tools. It can also mean meeting various marketing professionals to get their ideas and input.
However, until marketing knowledge and plans are where they need to be, many should understand that marketing is the first skill any entrepreneur needs to learn. Without marketing proficiency, there will not be enough business coming through the door to sustain the business. Yes, once a company gets off the ground, the other skills are equally important. However, if you are considering the chicken or the egg question, it’s marketing.
Kirk C. Stange is a Founding President and Attorney at Stange Law Firm. Mr. Stange built Stange Law Firm from the ground up, starting in 2007. Stange Law Firm now has offices in nine states, continues to expand, and is the second-largest family law firm in the country, with thirty offices.
While marketing industry buzz tells us to expect more automation, so far, the rate of adoption has not reflected expectations. Is this because Machine has not yet reached the perfection that we demand (despite our ample room for human error)? What is it that we fear when we read about the newest automation tech on the block? Realistically, you’re not going to be replaced. Truthfully, all to be feared is that we’ll have more time on our hands to do what we’d prefer to be doing. And yet, the reluctance to automate is strong.
Looking back over the last decade, it’s clear that the introduction of new technology has created greater possibilities and more roles for marketers. It’s inevitable automation and technologies will be playing an even more integral role in the future of marketing. The good news is that it’s OK to take baby steps with automation at first. All automation technologies exist to simplify work processes, however, they come on a scale of complexity. Smaller-scale marketing technologies are designed to relieve you of the more repetitive, mundane tasks. These are the technologies we can hopefully agree are best to start with and therefore more realistic to adopt first. You’re not going to buy a Ferrari when you just passed your test.
Feed automation
You may or may not already be using data feeds in your daily work. If you’re not, a data feed is merely a file that contains information such as inventory. The possibilities a data feed can unlock in marketing have steadily grown. They are mostly used when a marketing channel (e.g. Google, Facebook, AWIN, Amazon) requests your inventory in order to create ads or listings. Relying on the IT department to adapt the data can cause a huge delay and friction in making dynamic and responsive ad campaigns online. This is where a feed automation tool, such as Channable’s feed manager, simplifies the work process. A feed automation tool can automate the creation of feeds for retargeting, social ads, display and many more. Look out for a technology with a good UI and UX because you’re hoping to steer clear from overcomplicating processes.
Online ad automation
If you’ve ever had to write or implement ad copy for PPC ads, you can probably agree it’s fairly cumbersome. There are automation systems on the web that can help you generate hundreds of highly relevant copy for ads, sitelinks and keywords. You do this by building a template using dynamic fields. The system will be directly liked to your ads account, so after you’ve built the ad structure, it’ll only take a click of a button and potentially hundreds of ads are in your account. This then frees up time to focus on optimizing campaigns or bidding. Bidding is also something that you can now automate. AI technology will analyse the optimal time and budget for your keywords. Channable’s PPC tool is an automation tool that can generate the ad copy straight to your account, but there are others that include bidding and advanced targeting possibilities.
Social media automation
Social media has become the best online place to reach your target market. Posting regularly allows you to communicate directly with your audience, helps build a brand image as well as many other things. Social media automation tools allow you to schedule posts so you can prep them in advance and get on with other tasks in the meantime. Tools include Hootsuite and Buffer for scheduling social media posts. There are also tools that can provide you with insights for social media content based on influencers and your competition, such as BuzzSumo. If you’re interested in automating product ads for social media channels, you would actually need a feed manager because the channel will require your inventory in their specific feed format.
Marketplace listing automation
If you or your client is a retailer that sells via the giant online marketplaces, such as eBay or Amazon, marketplace automation can help list products, add new listings, and make easy modifications to existing listings. This is really a plug and play technology as once the connection is made everything is real-time. Check out Channable’s marketplaces integrator to upload to multiple marketplaces from one place or see the possibilities offered by each marketplace.
Email marketing automation
Sending emails to existing clients, reminding old ones that they can still use you, or reaching out to prospective customers are all activities that can be automated. Low-level email automation purely enables you to send a group a certain email at a scheduled time. Mailchimp and Dotmailer are popular choices for email automation. But you can do so much more such as creating different segments, which will allow for specifying the message of the email to the audience you want to read it. Or setting up a sequence, so that a reader will receive follow up emails that you only had to set up once. This is easily created if you’re using a CRM such as Hubspot.
If you’ve gotten to the end of this list and realised you’ve either implemented some or all of the above levels of automation, give yourself a clap on the back. You’re already more adapted to the technological future than you thought. It’s not something to fear and is easier to implement than it appears. If you haven’t implemented them all, remember how much better your life is with one of them and the possibilities the others could open up for you. Automation technologies will be more commonplace in our future and it’s best to start now. It’s all about enabling you to spend your time more wisely. Read Channable’s guide on how to choose a feed manager for the next step in adopting marketing technologies.
For any business to get off the ground, an entrepreneur must know how to attract customers or clients to the company.
Key Takeaways
Marketing proficiency is the foundation of every successful entrepreneurial venture.
Without effective marketing, even great products and services go unnoticed.
Entrepreneurs must master marketing before focusing on other business skills.
Several key attributes contribute to being a successful entrepreneur. For an entrepreneur to succeed, they must have multi-faceted skills in various areas.
Knowing how to structure a business administratively is a vital skill for an entrepreneur. For example, having well-defined structures and procedures for business management is critical. Effective business management skills are essential. Obviously, the larger the company, the more challenging this can become.
Figuring out how to have a successful financial plan within your business is also essential. Any business needs to have a workable budget and financial plan. It is also crucial to be able to create accurate and realistic forecasts for the future. Without such financial data, most businesses will quickly get into trouble.
Understanding the best strategies for recruiting and retaining talent is crucial. For any business to succeed, hiring the best legal talent available is essential for driving business growth. To do so, companies need to understand where and how to post jobs that align with their business needs. They will also need to know how to pursue the best talent actively.
Furthermore, making clients and customers happy is also essential for a sustainable business. There is no way any business can succeed if most of its customers and clients are not satisfied with the goods or services it offers. If customers and clients are not happy, the word can spread. A business also ends up with negative online reviews, which makes it harder for the company to succeed.
However, knowing how to create a successful marketing plan is a crucial skill for an entrepreneur. For any business to get off the ground, an entrepreneur must know how to attract customers or clients to the company. Many entrepreneurs are skilled in other areas, but they often lack a comprehensive understanding of the best practices for marketing their business. Until they become proficient in understanding marketing, any entrepreneurial efforts will likely not be successful.
Why is marketing the most important skill of an entrepreneur?
The Know-how to advertise successfully is complex and cumbersome. Many businesses engage a marketing company to develop and implement a marketing plan. Such an approach can be hit or miss for many businesses, as some marketing companies may or may not do a great job. Many marketing companies may not understand the specific niche of your line of business.
Understanding how business marketing works, from top to bottom, is key for businesses that succeed or fail. In this day and age, digital advertising probably makes the most sense for many businesses because you can better target those in need of your company’s services through search engine optimization and online advertisements that target those in need of your company’s goods or services.
Having a web page with lots of content is crucial for most businesses. Advertising through the major search engines can also make sense, in addition to engaging in search engine optimization, so that the website appears organically and through artificial intelligence tools like ChatGPT. Pay-per-click advertising can also make a lot of sense for many businesses, as advertisements appear when individuals are searching for companies in a particular area.
Another option to consider includes paid advertising through social networking sites. Social networking sites can result in more visibility than radio and television at a more palatable cost. Most people think of Facebook and X, but there are many other options available, including Pinterest, Reddit, LinkedIn, Snapchat, TikTok and other social media platforms.
Some businesses, however, still like to brand through television, radio, billboards and other conventional means. Such an approach can be cost-prohibitive for many companies, leading to overspending. Branding also does not necessarily result in leads.
Other businesses may resort to word-of-mouth marketing. They may become active in the community through referral groups, civic or community activities, door-to-door soliciting and other means. However, these techniques may not deliver the boost that most businesses need.
Before you launch, analyse your marketing prowess
Any entrepreneur must carefully consider their marketing strategy before launching a new venture. Many entrepreneurs need to enhance their knowledge and skills in marketing before they take the plunge. Otherwise, they will lack sufficient customers or clients to sustain and grow the business. Even if the products or services are top of the line, if the marketing efforts are not well thought out, most in the community will not even be aware of them.
It might mean reading some marketing books and literature. For others, they may need to take some marketing classes. For those who are self-taught, they might conduct research online through search engines and artificial intelligence tools. It can also mean meeting various marketing professionals to get their ideas and input.
However, until marketing knowledge and plans are where they need to be, many should understand that marketing is the first skill any entrepreneur needs to learn. Without marketing proficiency, there will not be enough business coming through the door to sustain the business. Yes, once a company gets off the ground, the other skills are equally important. However, if you are considering the chicken or the egg question, it’s marketing.
Kirk C. Stange is a Founding President and Attorney at Stange Law Firm. Mr. Stange built Stange Law Firm from the ground up, starting in 2007. Stange Law Firm now has offices in nine states, continues to expand, and is the second-largest family law firm in the country, with thirty offices.
AI has stripped the cost and complexity out of video production. The result? An endless stream of content where attention, not output, becomes the true competition.
Key Takeaways
AI video allows anyone to produce polished content on demand. What once required crews, budgets and weeks of production can now be generated in minutes.
With an avalanche of professional-looking content, companies must pivot from competing on production quality to competing on authentic insight, genuine expertise and human connection.
Brands must use AI as a tool to amplify human creativity and understand that having something meaningful to say matters more than saying it beautifully.
AI video tools have crossed a threshold. What used to require crews, budgets and weeks of post-production can now happen in minutes. Text-to-video generators can create actual clips that replace live-action filming — no cameras, no sets, no talent needed. Every brand, startup and side hustle can flood social feeds with polished content that would have cost thousands just a year ago.
The result is an avalanche of video content most marketers aren’t ready for. And when everyone has access to infinite content creation, the bottleneck shifts to something much scarcer: human attention.
The great video inflation of 2025
Think about what happened when desktop publishing killed the printing industry’s pricing power. Suddenly, every business could create professional-looking brochures and flyers on demand. The market got flooded with mediocre design, but the cost advantages were too compelling to ignore. Printing companies that survived had to find new ways to add value beyond just putting ink on paper.
AI video is that moment for content marketing. When every solopreneur can generate Hollywood-quality product demos and every startup can create testimonial footage without actual customers, the video landscape inflates, and we’re not talking about a gradual shift. This is a supply shock.
The number of professional-looking videos published daily is already increasing by orders of magnitude. Marketing teams that were previously constrained by video budgets suddenly have access to unlimited content creation. The creative brief that once became one hero video now becomes 50 variations optimized for every platform, demographic and use case.
For marketers, this feels like winning the lottery. Unlimited content at near-zero marginal cost? What’s not to love?
But there’s a catch. When everyone has the same superpower, no one has an advantage.
Why this time is different
Previous waves of content democratization (think YouTube, smartphones or social media) expanded the pool of creators but didn’t eliminate production friction entirely. You still needed some combination of equipment, skill or time to create compelling video content. That friction acted as a natural quality filter.
AI video removes that filter in many ways. The barrier between having an idea and having a polished video is getting smaller and smaller. A text prompt becomes footage. A description becomes a testimonial. A concept becomes a commercial.
This creates what economists call a “lemons market” — when quality becomes indistinguishable at first glance, markets get flooded with mediocre products. Your audience will face an unprecedented signal-to-noise problem. Professional-looking content will be everywhere, but most of it will have nothing meaningful to say.
The brands that understand this dynamic — and position themselves accordingly — will have a massive advantage over those caught off guard.
The coming brand extinction event
Here’s what most marketers aren’t seeing: AI video doesn’t just make content creation cheaper — it makes content forgettable. When every video looks professionally produced, none of them stand out visually. When everyone can create testimonials and product demos, the format itself loses credibility.
We’re heading toward a content landscape where production value becomes almost meaningless as a differentiator. The slick graphics, perfect lighting and smooth transitions that used to signal “professional brand” will be table stakes. Worse, they might even signal “generated content” to increasingly savvy audiences.
This shift will be brutal for brands that have built their entire content strategy around looking polished rather than saying something meaningful.
How to survive the content inflation
The companies that survive will be the ones that pivot from competing on production quality to competing on authentic insight, genuine expertise and genuine human connection. The production quality will be a given, so it’s the content strategy that will stand out.
This means treating AI video tools like what they actually are: incredibly powerful production assistants that still need direction, strategy and human judgment to create anything worth watching. The technology can generate and optimize the footage, but it can’t generate the insight that makes someone care.
Smart brands are already preparing for this shift. They’re investing more heavily in understanding their audiences, developing unique points of view and building authentic relationships that can’t be automated. They’re using AI to amplify their human creativity, not replace it.
Most importantly, they’re preparing for a world where having something meaningful to say matters more than saying it beautifully. Because when everyone can make beautiful content, the only competitive advantage left is having something worth saying.
The content inflation crisis isn’t coming — it’s already here. Early adopters are already flooding feeds with AI-generated content, and the volume is only going to increase. The brands that recognize this as an existential shift, not just a new tool to experiment with, will be the ones that survive.
Importantly, this conversation isn’t about whether AI video is good or bad. It’s about understanding that when production costs get lower, everything else about marketing changes. The rules, the strategies, the competitive advantages you’ve gotten used to — all of it gets rewritten.
Your choice is simple: Adapt to the new rules now, or get swept away by the brands that do.
Hope Horner is a serial entrepreneur who built Lemonlight from her bedroom. She’s been named Inc.’s Top Female Founder (twice), landed on the Inc. 5000 list (seven times), and won 30+ awards. She writes about entrepreneurship with clarity, candor, and bite.
New ads for ChatGPT scored low on fluency—and even lower on branding basics
OpenAI’s recent ads for ChatGPT were everywhere—NFL Primetime, streaming platforms, outdoor, and beyond. Press coverage hailed the AI company’s biggest marketing push yet as a new chapter of AI brand building.
But few pointed out just how incredibly poor the ads were.
Set aside the irony of an AI company relying on traditional media to promote its product. Focus instead on the dire creative quality of the two TV spots, Pull-Up and Dish.
Research firm System1 tested both ads with a representative panel of U.S. consumers. The results confirm that while AI tech bros continue to kill it with product development, they’re lightyears behind on the rest of the marketing challenge.
Both ranked in the lowest quintile for long-term growth and short-term sales impact. That’s incredibly bad, even for the tech category, which always underperforms.
Worse, both scored dismally on fluency—System1’s measure of whether consumers actually know which brand is being advertised to them.
Source: System1 FluencyTrace real time testing of “Pull-Up”
The Pull-Up ad managed a fantastically bad fluency score of 59. That means only 59% of viewers–who were being paid to watch the ad with their full attention–knew what was being advertised. In System1’s real-time assessment above, you can see a black ocean of ignorance engulfing the audience. A disappointingly small hump of pink recognition kicks in two seconds before the end, when ChatGPT’s logo appears.
This is the definition of bad advertising, standing in rude contrast to the sea of pink when KFC or Apple or Mars ads are tested.
Source: System1 FluencyTrace real time testing of Twix “Two Bears” Ad
And that’s just real-time fluency, not the tougher and more important metric of branded recall among unpaid, inattentive audiences with a memory-shredding delay before being quizzed. Most studies conclude that just around half of all advertising achieves branded recall.
Now back to the killer ratio: half of the ads aired in America can’t even communicate what product they are selling.
There’s a simple explanation: Most marketers are too involved in their product. Most agencies are too interested in their storytelling. Both miss market orientation.
They don’t realize that consumers don’t care about their product, don’t focus on advertising, and have a bazillion more important things to think about. This total lack of involvement contrasts directly with professionals spending eight hours a day fixated on one brand and a thirty-second masterpiece. We make ads in exact inversion to how they’re consumed.
Bad advertisers assume a single whiff of a logo at the end is enough—like a Hitchcock movie revealing its triumphant conclusion in the final frames. Brands with a more advanced grasp of effectiveness know better. They use distinctive assets from the outset to ensure immediate recognition at the start, throughout, and after. They squeeze value from every pixel they paid for.
Andrew Tindall’s “Rule of 7” is instructive here. His analysis of a giant Effie database suggests a brand needs seven distinctive assets in a thirty-second ad to achieve 100% branded recall. Not seven different assets—just seven repetitions of the colours, shapes, and other elements in your asset palette. And no, that doesn’t limit creativity. It challenges it to work harder toward its true purpose: advertising effect and sales.
Achieving branded recall and maintaining distinctiveness is crucial for all brands. But it’s especially critical for AI brands like ChatGPT, which are incredibly generic. They all look the same, operate the same, work off each other, launch innumerable product iterations, and fall blandly into a big, grey AI bucket.
While AI awareness is near-universal among Americans, most people don’t see any difference between AI providers. Menlo Ventures found that “most people don’t distinguish between older assistants like Alexa and Siri and newer large language models like ChatGPT and Claude. It’s all the same.” I don’t know which AI models I’m currently subscribed to. Do you?
Distinctiveness will be crucial in the next chapter of AI. There are too many competing brands. The two or three that survive won’t necessarily carve a differentiated position, but they’ll come to mind first by standing out. The route to that escape starts with making ads that don’t score a 59 for fluency.
Perhaps the geniuses at OpenAI should have asked their own chatbot for advice. When I did exactly that yesterday, ChatGPT—unlike the company behind it—played it perfectly:
Prompt: Assess the new Pull-Up ad from ChatGPT against the laws of advertising effectiveness and score it out of 10.
ChatGPT-5: Pull-Up is strategically on-brief and nicely made, but it underweights distinctive assets and mid-ad branding, so it risks becoming a likeable, generic “AI-helped me” story rather than a memorable ChatGPT ad that builds future sales.
Score: 5/10
Mark Ritson is a former marketing professor, brand consultant and award winning columnist. He is the founder of the MiniMBA in Marketing, which teaches all the many laws of advertising effectiveness as part of its outstanding syllabus.
Mark Ritson has a PhD in Marketing and spent 25 years working as a marketing professor, and has also worked as both a global brand consultant and as the in-house brand consultant for LVMH. His articles have appeared in the Sloan Management Review, Harvard Business Review, the Journal of Advertising and the Journal of Consumer Research.
What do the worst marketing misfires have in common? An absolute failure to read the room.
The Gist
AI authenticity crisis. The rush to adopt artificial intelligence has created a new category of marketing failures where technology replaces human connection, leaving audiences feeling manipulated rather than engaged.
Heritage vs. evolution paradox. From luxury automakers to beloved restaurant chains, brands attempting radical transformations learned that evolution requires honouring your DNA while building toward the future.
Crisis management meltdown.In our hyperconnected age, how brands respond to controversy matters as much as the initial campaign—wavering values and murky messaging amplify damage rather than contain it.
The marketing landscape has seen its successes and failures with advertising. The interesting fact is that people are becoming more vocal about what they like and don’t like.
Even Reddit has become a constant source of ad lessons, hosting distinct threads where people comment on bad ads. There is a dedicated channel called CommercialHate that displays ads and commentary.
These ads are more than poorly executed commercials. The responses are examples of sentiment analysis. They are case studies in what happens when brands misread cultural moments, abandon their heritage or let technology override authenticity.
Each failure offers lessons for marketing leaders navigating an increasingly complex digital ecosystem where every campaign faces instant, global scrutiny. In this post, we will look at the most notable brand examples of messaging missteps that have occurred in the last few years, and what lessons marketers can learn:
1. Google Gemini’s Olympic Heartbreak: AI Replacing Human Expression (2024)
Google’s 2024 Olympics ad featured a parent suggesting their child use Gemini AI to write a letter to her favourite athlete. The intent was to showcase AI capabilities.
Critics argued the commercial suggested that even heartfelt messages of admiration—the kind that define Olympic spirit—should be outsourced to artificial intelligence. In a celebration of human achievement, suggesting AI mediate a genuine connection felt tone-deaf. CNBC reported that Google had tested the ad before launching it.
The Lesson: AI Must Enhance Humanity, Not Replace It
AI in marketing faces a delicate balance between demonstrating innovation and preserving human authenticity. Technology works best when it enhances human capabilities rather than replacing human expression. Marketing leaders must recognize when automation crosses from helpful to harmful, particularly in emotionally charged contexts.
2. Levi’s AI-Generated Models: Diversity Without Investment (2023)
In 2023, Levi’s partnered with lalaland.ai to showcase AI-generated models for diversity representation. The backlash was immediate and brutal: critics called it lazy, problematic and racist. If Levi’s genuinely cared about diversity, why not hire real models from diverse backgrounds?
The fundamental error was treating diversity as a visual checkbox rather than a genuine commitment. Using synthetic humans to represent real human diversity struck audiences as fundamentally dishonest—particularly from a heritage brand built on authenticity.
The Lesson: Representation Requires Real Investment
When brands demonstrate support for DEI, customers expect real actions, not just visual presentations. In an AI-sceptical marketplace, automating human representation feels like avoiding the investment that genuine diversity requires. Authenticity demands substance over surface-level aesthetics.
3. Coca-Cola’s AI Christmas: Technology Destroying Nostalgia (2024)
Coca-Cola attempted to use AI to recreate its beloved “Holidays are coming” campaign in 2024. Despite similar festive imagery—sparkling lights, red trucks, joyous families—audiences couldn’t emotionally connect with the AI-generated version, according to CNBC.
The technology’s limitations became painfully apparent when tasked with recreating something fundamentally about human emotion and tradition. Critics described it as cold and impersonal, lacking the warmth that made the original iconic.
The Lesson: Innovation Should Not Erase Emotional Equity
Not everything should be automated, especially content where emotional resonance is the entire point. Brands sitting on cultural touchstones built over decades should recognize that innovation for innovation’s sake can destroy value rather than create it. Coca-Cola’s Christmas advertising carries enormous brand equity—using AI to replicate that heritage without understanding what made it special resulted in a hollow imitation.
4. Anheuser-Busch’s Bud Light Crisis: The Art of the Non-Apology (2023)
This partnership became one of the most financially devastating marketing decisions in recent memory, resulting in a $27 billion loss in market value and a 30% sales drop. But as I explored in my analysis ofwhat Anheuser-Busch got wrong, the initial partnership wasn’t the biggest mistake—it was the crisis response.
CEO Brendan Whitworth’s open letter, “Our Responsibility to America,” exemplified everything wrong with corporate crisis management. The statement tried to appeal to everyone while committing to nothing: “We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer.”
As Sara McCord, CEO of McCord Communications, noted in my piece: “Marketing to everyone is marketing to no one. … The statement fails to support anyone who would’ve felt targeted in recent days: those who support trans rights see that when the brand was attacked by conservatives it abandoned them, and those who do not support trans rights see no clear commitment to their agenda.”
The Lesson: Crisis Management Requires Clarity, Not Neutrality
Crisis response often evolves into ongoing campaigns when controversy persists. Brands attempting to maintain neutrality while prominent featuring their product strike an inappropriate tone—it feels like covert advertising masquerading as genuine dialogue. Moreover, transforming a brand image necessitates consistent, ongoing communication. Reacting with management changes doesn’t convey this consistency.
As I noted in my original analysis, if established brands are adapting to meet evolving expectations around inclusive marketing—and they should be—then executives need to exhibit more patience with results and be prepared for challenges. Making too abrupt changes can lead to poor partnership experiences and irreparable harm.
5. Jaguar’s ‘Copy Nothing’ Gambit: Selling Identity Without Product (2024)
Jaguar’s 2024 rebrand generated massive controversy with its fashion-forward video featuring no cars, diverse models and the tagline “Copy Nothing.” As I detailed in my analysis ofwhether CMOs can sell luxury without a product, the campaign represented a high-stakes bet on brand messaging over product.
The campaign aimed to reposition Jaguar as an ultra-luxury brand competing with Bentley and Ferrari, but it faced criticism for generic logos and unclear messaging. Most notably, trolls attacked the diversity of models as “too woke,” though these critics were unlikely to ever be Jaguar customers.
The real challenge? Jaguar discontinued most of its lineup and won’t launch its new electric Type 00 until 2026. The brand is literally selling an identity rather than a product—a two-year gap in automotive marketing terms.
The Lesson: Brand Reinvention Needs Proof, Patience and Precision
As I emphasized in my original analysis, marketers must pick metrics and KPIs that measure public campaign response. Brand awareness metrics like share of voice in luxury discussions, sentiment analysis of keywords and brand recognition ensure rebranding creates clear competitive separation.
Equally important: know the right stakeholders for valid campaign criticism. Carefully consider how rebranding messages will be received by different audience segments on each digital channel. Trolls are never your customers and should not dictate brand direction.
The gamble remains unresolved until 2026, but the journey offers lessons: sometimes the brand itself must be the product, but the messaging must clearly demonstrate how 100 years of history brings value to aspirational luxury plans.
6. Zara’s ‘The Jacket’ Campaign: Missing the Room Entirely (2023)
In December 2023, Zara launched “The Jacket” campaign featuring mannequins with missing limbs wrapped in white sheets amid rubble and broken plaster. The timing couldn’t have been worse — the campaign was launched during the Israel-Gaza conflict, and the imagery immediately drew comparisons to disturbing scenes from Gaza, including corpses wrapped in white burial shrouds.
Social media commentary was swift, according to NPR. The hashtag #BoycottZara trended quickly on X (formerly Twitter), and Britain’s Advertising Standards Authority received over 110 complaints. CNN Business reported that Zara pulled the campaign after the backlash, with parent company Inditex claiming the photos were taken in September, before the conflict began.
But as The Drum’s analysis revealed, the real failure was in crisis preparedness. Giselle Elsom, client services director at Truffle Social, noted: “It should then be checked before it goes live, especially during times like these.” Lucy Robertson, head of brand marketing at Seen Connects, emphasized that “brands need to be more sensitive to how customers are behaving and it’s really about reading the room.”
The Lesson: Cultural Context Must Be a Core Part of QA
Scheduled content requires final approval processes that account for current events. As The Drum’s experts emphasized, brands must be able to “switch direction quickly—this is the new normal.” World events can derail campaigns prepared months in advance, so marketing teams need “brave, bold decisions” to pull content that won’t land well with audiences. Cultural sensitivity isn’t just about the creative—it’s about knowing when to hit pause.
7. Bumble’s ‘Celibacy is Not the Answer’: Missing Cultural Movements (2024)
Bumble’s 2024 billboard campaign stating “Celibacy is not the answer” landed during growing conversations about women’s autonomy, dating culture burnout and the “4B movement,” in which some women choose celibacy as empowerment.
The campaign felt dismissive of legitimate concerns about modern dating dynamics, suggesting the app knew better than women making conscious choices about their bodies and relationships.
The Lesson: Know Your Audience’s Reality Before Challenging It
Focus groups made up of your actual target demographic would have flagged this messaging as insensitive before public rollout. Understanding your audience means listening to their current concerns and cultural movements, not dictating what their “answers” should be. When your product depends on people dating, telling them celibacy is wrong feels self-serving rather than supportive.
8. American Eagle’s ‘Great Jeans’: When Wordplay Backfires (2025)
American Eagle’s 2025 campaign paired Sydney Sweeney with the tagline “Great Jeans”—a pun on genes that some interpreted as body-coded, exclusionary and uncomfortably close to eugenics rhetoric. What was meant as playful wordplay quickly became a widely criticized example of tone-deaf marketing.
The Lesson: Clever Wordplay Cannot Come at the Expense of Inclusion
Pre-testing with diverse audiences catches these problems before launch. What seems clever in a conference room can read entirely differently in the marketplace. In our hyperconnected age, every message faces examination through multiple cultural lenses. Clarity and inclusivity beat cleverness when they conflict.
The fix was simple: test the tagline across subcultures and choose language that can’t be misinterpreted.
9. H&M’s ‘Coolest Monkey in the Jungle’: Implicit Bias on Display (2018)
In January 2018, H&M faced global outrage for featuring a Black child modelling a hoodie with the slogan “Coolest Monkey in the Jungle” on its UK website. Social media erupted immediately, with celebrities including The Weeknd, G-Eazy, Questlove and LeBron James condemning the ad. CNN Business reported that both The Weeknd and G-Eazy severed business ties with H&M over the incident.
The controversy intensified when observers noted that other hoodies from the same line—featuring phrases like “survival expert”—were modelled by white children. Billboard noted that the incident was “yet another sad reminder of how much more work needs to be done when it comes to understanding the implications that can arise behind certain images and messaging.”
H&M’s initial apology fell flat, forcing the company to issue a more detailed statement acknowledging that “even if unintentional, passive or casual racism needs to be eradicated wherever it exists.” NBC News reported that H&M responded by appointing Annie Wu as Global Leader for Diversity and Inclusiveness, though critics argued the damage was already done.
The Lesson: Diversity in the Room Prevents Harm in the World
As Billboard’s analysis emphasized: “This H&M incident again lets you know that no one of color is involved in these creative teams.” Diversity isn’t just about the final product—it’s about who’s in the room making decisions. The campaign revealed how implicit bias operates when homogeneous teams create content for diverse audiences. Multiple perspectives at every approval level aren’t optional—they’re essential for identifying racist implications before campaigns reach the public. H&M’s stock plummeted, and the brand lost major celebrity partnerships, demonstrating the financial and reputational cost of diversity failures.
10. PureGym’s ’12 Years A Slave’ Workout: Comparing Exercise to Enslavement (2020)
In 2020, PureGym Luton and Dunstable named a workout challenge “12 Years of Slave” and claimed “slavery was hard, and so is this.” The comparison of a voluntary fitness challenge to the historical enslavement of African Americans drew immediate, severe criticism.
The post was taken down, and PureGym apologized, stating they did not approve the post before it was made—revealing another layer of failure in brand oversight.
The Lesson: Some Topics Are Not Creative Raw Material
Some comparisons should never be made, regardless of the “creative” intent. Historical trauma, particularly relating to slavery and racism, cannot be co-opted for workout marketing. That should be a fundamental understanding by marketing teams at brands.
Robust approval processes ensure local franchises or branches cannot publish content that destroys brand reputation. Cultural sensitivity training should emphasize what’s absolutely off-limits, not just what’s questionable.
Conclusion: What Can Marketing Leaders Expect in 2026?
So, we don’t want to just dance on marketing graves here. What can we truly learn and expect in 2026? Start doubling down on customer experience.
Rishi Rana, CEO of Cyara, said in 2026, CMOs will stop measuring marketing success by impressions, clicks and campaigns and start measuring it by experience quality. As AI takes over more of the customer journey, from personalized offers to service conversations, the brand experience no longer ends at conversion, according to Rana. It lives and breathes in every automated touchpoint, he added.
“That’s why marketing leaders will begin reporting a new KPI at the board level: the Experience Quality Index (EQI),” Rana said. “EQI will blend accuracy, speed, and sentiment across human and AI interactions, creating a single measure of how every brand moment performs in the real world. In the AI era, marketing’s job isn’t just to attract customers, it’s to assure the quality of every promise a brand makes.”
Pierre DeBois is the founder and CEO of Zimana, an analytics services firm that helps organizations achieve improvements in marketing, website development, and business operations. Zimana has provided analysis services using Google Analytics, R Programming, Python, JavaScript and other technologies where data and metrics abide.
The demise of third-party cookies and an election year team up to present marketers with both challenges and opportunities.
A once-in-a-lifetime perfect storm of technological disruption and cultural flashpoint is about to descend on the digital marketing landscape, resulting in both short-term challenges and long-term change. Few marketers seem prepared for either.
Here’s what’s on the horizon.
Storm 1: Third-party tracking cookies are going away… even if that day is now further than expected. That means the days of simply buying data on customers and retargeting them based on the information purchased are limited.
Storm 2: The 2024 election cycle, and all the down-ballot issues that come with a presidential election year, are going to eat up nearly all available ad inventory, driving up costs and driving down ROI.
Taken together, it’s going to be extremely difficult for brands to cut through the noise and target the right audience while trying to maintain efficiency.
But there is a way to weather these headwinds and come out the other side a winner. Spoiler alert, it all points to a strategic investment in first-party data, owned channels, and partnering with companies that have the data to help you execute a winning plan.
First, let’s examine more closely the magnitude of the storms upon us.
Cookie depreciation
Yes, Google keeps delaying its promise to end the use of third-party cookie on Chrome browsers. But what’s interesting is that one of the reasons behind this delay is a lack of industry readiness for a world without cookies.
We’ve seen the headaches that over-reliance on tech solutions can have on brands. Remember when Apple killed Identifier for Advertisers (which matched ads to unique individuals on iOS devices)? Brands advertising heavily on Facebook were hit particularly hard – it took nearly two years to normalize reach and metrics closer to what brands were used to seeing before that iOS update.
Up to 80% of advertisers still rely on third-party cookies today.
70% of marketers raise concerns that digital advertising will take a step backward following the death of the third-party cookie.
69% of advertisers think the death of third-party cookies will have a bigger impact than both GDPR and CCPA.
In a worst-case scenario, according to ad sales company Raptive, a 30% deprecation could easily translate to a 30% drop in revenue for brands relying heavily on cookies.
What’s more, the “Privacy Sandbox” APIs Google is creating for advertisers who remain heavily reliant on cookies is hardly a solution. Google itself says it’s “not intended to be direct, one-to-one replacements for all third-party cookie-based use cases,” according to the company’s blog. Regardless, the required innovation and building of new ad tools on top of Privacy Sandbox will require significant new costs and an entire shift in the development of these tools.
All in all, this is uncharted territory. But it seems clear the financial costs to rebuild an ecosystem will be large. There are lots of unknowns, but the biggest is how will these changes affect revenue, and what’s the new normal for an ROI model with paid ads.
Regardless of the source of traffic, if an unknown device hits your site, you need to be prepared to capitalize on that activity.
Can you offer up the right value exchange that convinces the customer to opt-in for more information?
Are you using identity partners that may have a profile on that device and recognize its potential as a high-value customer?
This is critical information that allows you to engage potential new customers the moment they visit your site. Rather than offering new visitors a generic discount code, you’ll be able to make a more specific, personalized offer that has a far higher chance of converting into an opt in. Or offer a pop up touting a loyalty perk rather than a discount code.
Getting that unknown visitor to convert to an owned channel will then allow you to learn even more about these visitors and refine your offers to them even more, resulting in offers more likely to convert to sales, and ultimately a more long-term loyal customer.
If you can convert 30% of your unknown paid traffic to known contacts, your advertising spend will become far more meaningful.
The election
While the presidential race will get the headlines and no shortage of advertising funds to spend, a large majority of ad dollars will come from congressional and local races. This is where political ad machines will be targeting people based on behaviour and other data.
All those dollars will be spent chasing the same people. They call them voters. You call them customers. Either way, political ads will be chasing the same people on the same platforms, vying for the same inventory. So what does that mean?
Consider this: political ad spend is expected to shatter the previous record of $10 billion that was set during the previous election cycle. Predictions for 2024 election ad spend range from $10bn to $15.9bn. And while the majority of political advertising spend in the US goes to local broadcast TV, an increasing amount is moving toward digital channels.
Digital advertising company Jump saw Meta’s CPMs (cost per thousand impressions) rise from a total of $8 to as high as $15.50 during election week 2020, an overall increase of 94%. This is what’s ahead of us and what marketers need to prepare for.
This isn’t a financial discussion either. Brand safety is always a concern during elections. Political ads from so-called “dark money” groups can be highly inflammatory, and you neer know what kind of ad will show up next to yours.
All the more reason why owned channels are much safer. Be in control of where your message lands by seeking one-to-one communication in the personal and private space of the inbox or as a text message.
3 things you can do
1. Focus on identity
Work with partners who can match unknown site visitors against a database of millions of known devices to identify which are your target customers worth engaging with. Get them opted in as early as possible so you can use owned channels to engage.
2. Leverage owned channels
Once you can identify existing opted-in contacts and convert new site visitors, use triggered email and SMS channels to personalize offers based on their web activity and interest in your products or services. This is far more effective (and far lower cost) than remarketing with paid ads.
3. Provide value
Increase your knowledge of each new customer by offering value in return for zero-party data that allows you to make more personalized offers and recommendations in your one-to-many outbound messaging campaigns.
Marketing has continued to evolve over the years, and with the integration of artificial intelligence, it has emerged as a transformative force. As marketers at one of the largest social discovery companies in the world, we are constantly exploring innovative ways to enhance user engagement, foster meaningful connections and drive business growth. AI has entered the space and is changing how we think about marketing within the dating industry—including localization, data-driven attribution, predictive conversations and its impact on creative endeavours—but how can it help other marketing firms as well?
Localization Bridges The Gap Between Global Reach And Local Relevance
One of the key challenges faced by global social discovery companies is the need to strike a balance between reaching a wide audience and delivering locally relevant experiences. AI-powered localization solutions are valuable tools allowing us to analyze user data to understand cultural nuances, language preferences and regional dating trends.
Through localized content, tailored recommendations, and geo-targeted advertisements, AI enables us to create more personalized experiences for users across diverse regions. For instance, with dating.com, we are able to analyse user interactions and preferences in specific locations, it is now possible to fine-tune matchmaking algorithms to better suit the preferences of users in different geographic areas, ultimately enhancing their overall experience and increasing engagement.
Data, which most companies sit on mounds of and don’t know what to do with it, is the secret weapon to make AI work for your company. By gathering data on local demographics, preferences and cultural nuances, marketers can feed this information into AI-powered tools that can capture sentiment analysis, social listening, market research, etc., and quickly adapt materials accurately across multiple languages and regions.
Data-Driven Attribution Unravels The Complexities Of User Behaviour
Multi-touch attribution is extremely important if there are a number of brands, platforms and channels under one portfolio. In these instances, understanding the customer journey and accurately attributing conversions to various channels are essential to marketers. Data-driven analytics help unravel the complexities of user behaviour, identify the most influential marketing channels, and optimize strategies accordingly. With advanced machine learning algorithms, marketing teams can analyse vast amounts of data to determine which marketing efforts are driving the highest ROI.
Predictive modelling allows us to forecast future user behaviour and tailor our marketing initiatives accordingly. By understanding the factors that influence user engagement and conversion, we can allocate resources more effectively, maximize marketing impact and drive sustainable growth.
Marketers should research a centralized system to house data for data integration and then enlist the help of a skilled team of data scientists to develop algorithms and constantly analyse the data. As this data continues to be analysed and automated, marketing campaigns can be optimized in real time.
Predictive Conversations Anticipate User Needs and Preferences
AI-powered chatbots and conversational agents are powerful tools for engaging users in personalized and meaningful interactions. Companies should consider implementing an advanced chatbot such as ChatGPT into their core product to help with user questions. Earlier this year, OKCupid integrated ChatGPT into its platform to assist with finding out the right questions that correlate directly to what’s happening in the world and pop culture. These AI-driven models can understand user intent, respond to inquiries and provide tailored recommendations in real time.
This formula can be replicated for many companies across industries. It is essential to be able to forecast customer behaviour and preferences to tailor messaging and shift strategies accordingly.
AI Use In Creative Elevates Brand Storytelling And Visual Communication
Compelling creative content is essential for capturing audience attention and conveying brand messages effectively. AI technologies such as generative design are changing the way companies approach creativity, and also speed up the process. From image recognition and content generation to personalized video recommendations, AI can create highly engaging and relevant content at scale. These services and tools are readily available and most can be integrated into existing platforms that are already functioning within an organization.
Marketers can employ AI-driven image recognition to analyse user-generated content to identify trends, preferences and brand associations. Generative design tools make it possible to automate the creation of personalized visual assets such as custom graphics, videos and interactive experiences, upleveling brand storytelling capabilities.
The integration of AI into marketing strategies within the social discovery industry represents a major shift in how we engage with users, drive conversions and foster meaningful connections. From localization and data-driven attribution to predictive conversations and AI-driven creative endeavours, AI technologies can empower marketing teams to deliver personalized experiences that resonate with users on a deeper level.
Alex Kudos has over 18 years experience in marketing and currently serves as CMO at Social Discovery Group. Read Alex Kudos’ full executive profile here.
Best Practices and Strategies for Email Automation
I’m allergic to busy work.
This is a problem — both the pollen that triggers my seasonal allergies and busy work are occasionally unavoidable.
But this article is about the best automated email campaigns, workflows that act like busy-work antihistamines, helping you save your time and sanity.
These strategies further empower you to deliver personalized, impactful messages at scale. That means you can foster customer loyalty while growing your business. Sending individually relevant messages used to require an army of PAs. Now, you just need the right email automation platform.
This comprehensive guide covers basic definitions, effective tools, best practices, and case studies. Let’s learn how to leverage the latest email marketing for your brand.
Email may play a pivotal role in your marketing strategy, but there’s no reason for you to do everything yourself. That’s where automated email campaigns come into play.
The Evolution of Email Automation
Sending out mass emails used to be a tedious, time-consuming task. Then came the email list, a quick way to send the same message to a large audience at the same time. Email newsletter services followed, allowing people to use templates and schedule communications.
Email automation takes things to the next step. Now, brands can send personalized messages to their audiences at personalized times.
Instead of manually sending out individual emails, you can set up workflows to shape and send messages based on specific actions or events.
Email automation helps save time and improve engagement rates. By delivering relevant content at the right time, you can connect with audiences more effectively than ever.
Businesses have embraced new channels in the past few years, but the popularity of email has also increased. It’s the best way to get your message to those who want it when they want it.
Defining Automated Email Campaigns
In a nutshell, automated email campaigns are emails or a series of emails that are sent out automatically, based on certain triggers or schedules.
Common examples include welcome emails, cart abandonment reminders, and post-purchase follow-ups.
The Importance of Email Automation in Marketing
Email automation can make a significant impact on your marketing efforts, driving the engagement and conversions necessary for growth.
In other words, people want to save time and improve customer relationships. Email automation is particularly suited to accomplish both of these objectives.
Enhancing Customer Engagement
Maintaining an engaged list is email marketers’ top challenge. One of email automation’s key benefits is its ability to enhance engagement and build relationships.
By using data about your subscribers, such as their browsing behaviour or purchase history, you can tailor each email to the individual recipient. This level of personalization leads to higher open rates, more conversions, and ultimately, stronger brand loyalty.
Automation also allows you to send timely and relevant content such as birthday wishes, reminders to resubscribe, and other messages that require prompt delivery. Ensure that your brand stays on the minds of your customers — when they’re most open to engagement.
Email is also the surest way of connecting. By 2026, there will likely be 4.73 billion email users who are largely receptive to contact. In one study, 70% of all consumers liked being emailed by brands. Compare that to the 34% who want social media messaging.
Streamlining Communication Processes
Another major advantage of email automation is the way it streamlines your communication processes.
By automating routine tasks like sending follow-up messages after a purchase, you can free up your time to focus on developing your product or strategy.
Automation also ensures consistency without requiring additional effort. You want each customer to receive the same high-quality experience, regardless of when and where they interact with your brand.
Brand consistency improves brand awareness and credibility. It can even help you generate an additional 10-20% of revenue.
Types of Automated Email Campaigns
That’s why automation matters generally. But what emails should you automate?
Welcome emails are typically triggered when a new subscriber joins your mailing list, introducing them to your brand and setting expectations for future communications.
Add a strong welcome email to your campaigns. You can send a single message saying hello or create a full welcome series showcasing valuable content and special offers.
Abandoned Cart Reminders
I’m personally responsible for more than one cart’s abandonment issues. It’s easy to get distracted or second-guess one’s choices when shopping online.
I’m not alone. The average cart abandonment rate across multiple studies is 70.19%. That’s a significant source of lost revenue for brands.
Abandoned cart reminders are an opportunity to reclaim those dollars. With an automated reminder, you can nudge potential customers to complete their purchases and boost your conversion rate.
Note: A lot of cart abandonment happens because e-shoppers are just browsing. Consider including an additional discount to incentivize people to commit or send along relevant reviews, helping them with the research that’s increasingly integral to online shopping.
Re-Engagement Campaigns
Sometimes relationships go stale, but you shouldn’t give up. Keep your subscribers engaged and reach out when their interest flags.
Re-engagement campaigns aim to reignite the spark, reinvesting them in their relationship with your brand.
These campaigns typically involve sending targeted content or special offers to inactive subscribers. With a well-crafted re-engagement campaign, you can win back subscribers and maintain a healthy, engaged email list.
Post-purchase emails go out after a customer makes a purchase, offering thanks, asking for feedback, or suggesting other products they might like.
Post-purchase follow-ups are a great way to build customer loyalty and encourage repeat purchases. By providing value even after the transaction, you can foster a long-term relationship with your customers.
Birthday or anniversary emails: Send a message to mark the occasion and show your customers how much you appreciate them.
Transactional emails: Help customers track their purchases with order and shipping confirmations.
Inventory updates: Let subscribers know when an item they were interested in is back in stock.
New product recommendations: Use data from previous purchases to send targeted emails with tailored recommendations for the new season.
Loyalty program updates: Keep customers informed about their loyalty reward status and offer incentives or discounts to encourage continued engagement and purchases.
Automated emails are also great for nurturing leads. When a lead heats up, take advantage with an email or a drip campaign convincing them to buy.
Planning Your Automated Email Strategy
How do I automate my email campaign?
Start with a clear strategy. With so many possibilities, a strong, guiding strategy makes the difference between modest improvement and wild success. To that end, don’t forget the following elements as you make your plans for the month or year ahead.
Setting Clear Objectives
Identify your goals. What do you hope to achieve with your email campaigns? Whether it’s boosting conversions, reducing cart abandonment rates, or re-engaging inactive subscribers, having clear goals can guide your strategy and help measure your success.
It’s also important to ensure that your email objectives align with your overall marketing strategy. All of your marketing efforts should work together towards
achieving your business goals.
Segmenting Your Audience
Audience segmentation is an essential step in email automation.
Not all of your subscribers are the same. They may have different interests or be at different stages in the customer journey.
Email segmentation involves categorizing your email subscribers into smaller, more targeted groups based on specific criteria such as demographics, purchase history, or behaviour. This strategy allows you to tailor your messages to their unique needs and interests.
Create targeted content that resonates with each group, and automate email campaigns to send these messages to the right people at the right time, increasing engagement and conversion rates.
Personalization Techniques
Almost a third of marketers personalize their email messages and offers. In addition to addressing people by name, they use data about their subscribers to shape their content.
Start by addressing the recipient by name. Using the recipient’s name in your email, especially in the subject line and greeting, instantly adds a personal touch. It makes your communication feel more like a conversation than a sales pitch.
Dynamic content can also personalize mass messages. These blocks of content in an email change based on the characteristics of the recipient. A common example is an e-commerce message with product recommendations based on customer history.
Creating Content for Automated Emails
The best strategy won’t help much without the follow-through of strong automated content.
Crafting Compelling Subject Lines
Your subject line is the first thing your subscribers see and makes the difference between an opened email and one that’s sent straight to the trash bin.
Craft a compelling subject line — keep it short, descriptive, and enticing. Personalization, such as including the subscriber’s name or referencing their past behaviour, can also boost open rates.
Designing Engaging Email Bodies
A good email design blends attractive visuals and compelling text. Make sure that your copy is easy to read and holds subscriber interest.
Keep It Simple
The first rule of effective email design is simplicity. Overly complicated designs can confuse your audience and detract from your message.
Stick to a clean, minimalist design with a clear hierarchy of information. Use white space effectively to separate different sections and make your email easier to read.
Use a Responsive Design
With more people checking their emails on mobile devices, responsive design is no longer optional — it’s a necessity. Your emails should look great and be easy to navigate, whether they’re viewed on a desktop, tablet, or smartphone.
Use Compelling Imagery
Images can significantly enhance your email’s appeal. However, they should be used judiciously—not every email needs an image, and too many can distract from your message.
Abide by image best practices for email. Make sure they’re high-quality, relevant, and optimized for quick loading.
Be Consistent With Branding
Your emails should reflect your brand’s visual identity. This includes your logo, color scheme, typography, and overall style. Consistent branding helps build recognition and trust among your subscribers.
Calls-to-Action that Convert
The call-to-action (CTA) prompts subscribers to take a specific action, often providing a big email button for them to click.
A good CTA is clear, concise, and compelling. It should tell subscribers exactly what you want them to do next, whether it’s visiting your website, making a purchase, or downloading a resource.
Creating a sense of urgency can also encourage subscribers to take immediate action. Let people know why they should buy now with phrases that highlight scarcity, limited-time offers, or key selling points.
Best Practices for Automated Email Workflows
The best practices for setting up your workflows include tips about timing, testing, and deliverability.
Timing and Frequency
Too many emails can annoy your subscribers and lead to unsubscribes, while too few can mean missed opportunities. It’s all about finding that sweet spot.
The optimal timing and frequency can vary depending on your audience and the type of emails you’re sending. Use your data to understand when your subscribers are most likely to engage and how often they prefer to hear from you.
Find the right days and times to send messages, too. Try to catch readers when they’re likely to be at their computers.
A/B Testing for Optimization
Email A/B testing involves sending two versions of an email to different segments of your subscribers to see which performs better. You could test elements like subject lines, email design, or CTAs.
By analysing the results, you can make data-driven decisions to improve your future campaigns. Remember, even small changes can lead to significant improvements in engagement and conversions.
Ensuring Deliverability and Compliance
Take care of your list hygiene with regular cleaning and proper compliance.
To ensure that your emails reach your subscribers’ inboxes, you need to maintain a healthy sender reputation. Proper protocols and list maintenance will help your emails stick to reader inboxes instead of spam or promotion folders.
On the compliance side, you must adhere to email marketing laws like the CAN-SPAM Act or GDPR. Provide a clear way for subscribers to opt out, include your physical address in your emails, and obtain permission to contact people by email.
Tools and Technologies for Email Automation
The right tools and technologies make it easy to create content and run automated campaigns.
Choosing the Right Email Marketing Platform
What is the best email automation software? The right platform for you depends on your budget and needs, as well as the size of your email list.
Create a list of the features that matter most to your brand such as:
You should also take the platform out for a spin before committing. Many services offer free trials, which allow you to find software you find intuitive.
Integration With CRM Systems
Many brands need to choose email automation platforms that integrate with their customer relationship management (CRM) systems.
By integrating your email platform with your CRM system, you can streamline your marketing efforts, gain a more holistic view of your customers, and provide a more personalized experience across multiple touchpoints.
Analysing the Success of Your Email Campaigns
Now that you’ve set up your strategy, crafted your content, and chosen your tools, it’s time to measure the success of your efforts.
Key Performance Indicators (KPIs)
Identify your key performance indicators (KPIs) on your analytics dashboard.
KPIs are vital in understanding how well your email campaigns are performing. Pick yours with an eye to your main marketing objectives. Do you want to focus on conversions, customer lifetime value, customer engagement, etc.?
Common email marketing KPIs include open rates, click-through rates, conversion rates, and unsubscribe rates.
Learning from Data: Metrics that Matter
Each number tells you different things about your current email performance. Use industry averages as benchmarks in your evaluation.
For example, high open rates suggest that you have a gift for compelling subject lines, and high click-through rates testify to the strength of your body content.
On the other hand, high unsubscribe rates could signal that your content isn’t resonating with your audience, and high bounce rates indicate issues with your email list or deliverability.
Pay attention to numbers that indicate larger patterns in customer lifecycles, too, such as engagement over time. Which type of email results in the highest engagement? Is there a point where subscriber interest starts to decline, and how can you combat this fatigue?
Case Studies: Successful Automated Email Campaigns
Enough theory. Let’s look at some real-world examples of successful automated email campaigns.
Industry Leaders and Their Strategies
Industry giants use automated emails to engage their audience and boost conversions.
Amazon is a prime example of successful email automation (pun intended). It sends personalized product recommendations based on each customer’s browsing and purchasing history. This strategy helps Amazon increase engagement and drive repeat purchases.
Other major retailers also make good use of automated personalization and reminders, particularly when it comes to abandoned cart emails.
Small Business Success Stories
Small businesses, too, can see significant benefits from automated email campaigns. For example, many Etsy stores send offers, generally coupons for additional discounts, to people who mark their items as favourites.
Automations are also helping brands in the newsletter world.
Richard Patey uses automation to sell digital products through his newsletter Digital Asset Investor. He appreciates the way beehiiv allows him to customize workflows and “create a funnel”:
“I have low-cost “tripwire” products on the thank you page within the welcome email. So a certain percentage of people are buying that, which helps with the acquisition cost. Then I have sponsorship, affiliate, and higher-ticket products.”
Saeed Ezzati of Superpower Daily uses beehiiv’s latest automation upgrades to automate reengagement campaigns and list maintenance. This saves him time each week now that he no longer has to tackle these tasks manually.
Future Trends in Automated Email Campaigns
This is a fast-changing field, and new trends in email automation are rapidly emerging.
The Role of AI and Machine Learning
AI and machine learning are playing an increasingly important role in email marketing. In 2022, top marketing uses for AI included paid advertising, email messages and subject lines, product recommendations, and predictive analytics.
In addition to analysing customer data and personalizing content, some AI-powered email tools can analyse initial campaign results more quickly so that brands can refine them.
Interactive and Dynamic Email Content
Another trend shaping the future of email marketing is the use of interactive and dynamic content.
Interactive emails, such as those featuring quizzes or surveys, can increase engagement and provide valuable insights about your audience.
You can even ask people directly about the content they want to read. Just ask Matt Grey of The Soulful Entrepreneur. He’s leveraged beehiiv’s one-click polls to achieve impressive engagement and growth.
Maximizing ROI With Automated Email Campaigns
There you have it. Automated emails are a key tool for marketers of all sizes, and the future will only increase their centrality to the field.
By leveraging the right email platform and automation best practices, brands can personalize their approach, engage their audience on a deeper level, and ultimately, maximize their returns.
Get started by identifying the campaigns that would most benefit your business and selecting a platform with the automation features you need.
If you already have your tools, go ahead and set up your first automated email campaign. Craft a welcome email or cart reminder. Then, let your software do the rest.
Why Trust Us?
beehiiv is the most exciting new player in the email game, building off years of practical newsletter experience. As for me, I regularly write by-lined articles about digital marketing, particularly focusing on email and long-form content.
For many new entrepreneurs, one of the most exciting stages of starting a business is getting the word out to potential customers. This is the stage when you can finally start to generate interest in what you have to offer, which means more customers and more profits. However, marketing can involve a multitude of different strategies and tactics, leaving plenty of room for error and overcomplication.
Thankfully, like most things in business, marketing mistakes create a great opportunity to learn and adjust for future success. To help, 14 experts from Forbes Communications Council discuss some of the most common marketing mistakes they see a lot of startups make, as well as their recommendations for what they should be doing instead.
1. Trying To Tackle It All
The pace, the speed, the desire to “do it all”—these are the traps to be wary of as the team sets out to develop a brand or launch a product as a startup. Simply put, instead of tackling it all, take on one, two or maybe three short-term initiatives that can both drive revenue and build your brand. Stay disciplined and be willing to defend your decisions within the organization. – Blair Primis, Flagship Specialty Partners
2. Agonizing Over Their Online Presence
Startups often agonize over their online presence, taking on large web design projects, spending valuable time on logo work and delaying social media. They should invest time in developing products and services, getting the right employees and finding and supporting customers. Get started in practical ways online and upgrade over time versus going for perfection early on. – Tom Treanor, Snipp Interactive
3. Failing To Follow A Strategy Based On Research
Startups often take on random acts of marketing versus following a strategy based on research: market, buyer, competition. Further, many startups feel they can buy their way into leads and brand recognition with paid ads. But without strategy, experience and data, they will churn through the budget fast with very little quality or output to show for it. – Alison Murdock, Trusted CMO, Inc.
4. Putting More Effort Into Marketing Than The Actual Product
A pattern I’ve seen in many startups is the 80/20 mix: 80% of the budget and resources go to marketing, while 20% go to product. While this might be effective in securing early funding and a strong user base, empty hype around products with limited value and functionality will damage a young company’s credibility and diminish its potential for future growth (or acquisition). If you build it, they will come. – Nick Karoglou, ACI Worldwide
5. Rushing Toward A ‘Big Bang’ Approach
A common misstep I’ve observed is the rush toward the “big bang” approach in marketing without first understanding the battlefield. It’s like launching a spectacular fireworks display in broad daylight! The mantra should be: Observe, engage, then fire. Find out where your audience hangs out, experiment in those spaces with bite-sized, impactful messages, and then learn from the feedback and scale. – Vikas Agrawal, Infobrandz
6. Prioritizing Short-Term Gains Over Branding
Startups often prioritize short-term gains over branding. Instead, focus on defining brand identity, maintaining consistent messaging, delivering exceptional customer experiences, building trust, investing in content marketing and embracing authenticity. These aspects contribute to a strong foundation for long-term success. – Suneeta Motala, Stewards Investment Capital
7. Mistaking ‘Activity’ For ‘Strategy’
Too many marketers, especially early in their careers, mistake “activity” for “strategy.” To avoid this problem, brands need to clearly define their audience, understand the problem they solve and articulate their point of difference. Start there, and then create marketing objectives, strategies and measures from which to execute. – Dave Minifie, Terakeet
8. Focusing On The Bottom Of The Marketing Funnel
Most startups are so zeroed in on revenue that they tend to focus on the bottom of the marketing funnel. This is amplified by the fact that lower funnel marketing activities are easier to track and provide valuable data for startups. That said, startups are entering new markets with no brand awareness. Investing in brand building allows companies to broaden their pool of interest and be more efficient. – Roshni Wijayasinha, Prosh Marketing
9. Developing The Brand Before Conducting Market Research
It’s not about the logo. I’ve seen it time and time again. Many founders are too quick to spend time and/or money on developing the brand before they have invested in market research to establish the viability of their product or service, define differentiators and determine the target market among other things critical to the success of a startup. – Jen Iliff, 3X Marketing
10. Overlooking The Importance Of A Cohesive Brand Identity
Startups often fail to establish a consistent visual and messaging presence, hindering brand recognition. Instead, they should invest in creating a strong brand identity from the outset, ensuring consistency across all touchpoints. This builds trust, fosters brand loyalty and sets the foundation for successful long-term efforts. – Maria Alonso, Fortune 206
11. Assuming Media Coverage Will Generate Funding
Startups often think generating media coverage will automatically lead to funding. In reality, investors invest in founders. Startups should prioritize building founders’ market credibility and showcase their ability to scale the business. Strong leadership and a solid customer base will help make startups more attractive to investors, increasing their chances of securing funding in the long run. – Parna Sarkar-Basu, Brand and Buzz Consulting, LLC
12. Aiming To Make A ‘Big Splash’
Startups want to make a big splash and too often go for the quick hit that fizzes out. Startups need to start with a strategic plan that includes their vision and goals. From there, a marketer can develop a plan that aligns with the strategy, creating a regular cadence of brand awareness and important sales. This will help a startup last! – Kimberly Osborne, UNC Greensboro
13. Lacking Focus And A Plan
A startup has limited resources, yet founders often try to be all things to all people. Do the research, understand the market for your product, talk to customers directly for their insights and build a focused go-to-market plan. I built a GTM blueprint that includes the ideal customer profile, the company manifesto (unique selling point, messaging and more) and a comprehensive execution plan. But, above all, gain focus. – Doug Vinson, Secuvy Inc.
14. Taking The ‘Faster, Better, Cheaper’ Route
“Faster, better, cheaper” is not a strong basis for long-term competitive advantage. Startups tend to focus on launching new products and branding based on functional benefits against a narrow target market. Build competitive advantage by ensuring your brand is differentiated from your competition and incorporates emotional benefits, purpose and identity. Build your brand—not just your revenue. – Toby Wong, Toby Wong Consulting
Source: System1 FluencyTrace real time testing of “Pull-Up”
Source: System1 FluencyTrace real time testing of Twix “Two Bears” Ad
