How can you optimize your automated touchpoints for maximum engagement?

1 Define your goals

Before you set up any automated touchpoint, you need to have a clear idea of what you want to achieve with it. Do you want to generate leads, nurture prospects, increase loyalty, or drive conversions? Depending on your goal, you will need to choose the right type of touchpoint, the right channel, the right frequency, and the right content. For example, if your goal is to generate leads, you might use a pop-up form on your website, an email newsletter, or a social media ad. If your goal is to nurture prospects, you might use a drip campaign, a webinar, or a chatbot.

3 Test and optimize

Automated touchpoints are not set-it-and-forget-it tools. You need to monitor their performance and measure their impact on your key metrics, such as open rates, click-through rates, conversion rates, or retention rates. You also need to test different variations of your touchpoints and see what works best for your audience. For example, you might test different subject lines, images, calls to action, or timing for your emails. Based on the results, you can optimize your touchpoints and improve your engagement.

4 Add value and emotion

Automated touchpoints should not be boring, generic, or salesy. They should add value and emotion to your audience and make them feel connected to your brand. You can do this by providing useful information, tips, insights, or stories that solve their problems or inspire them. You can also use humor, empathy, or gratitude to create a positive impression and build trust. For example, you might send a thank-you email after a purchase, a birthday email with a discount code, or a funny meme to lighten up their day.

5 Respect your audience

Finally, you need to respect your audience and their preferences when it comes to your automated touchpoints. You need to ask for their permission before sending them any communication and give them the option to opt-out or change their settings at any time. You also need to avoid spamming them with too many or too frequent touchpoints that might annoy them or make them unsubscribe. You also need to comply with the relevant laws and regulations regarding data protection and privacy. For example, you might use a double opt-in method, a clear unsubscribe link, and a transparent privacy policy for your emails.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?