Not everything that works, works well

and why this is so important for automation

Not everything that workIt often starts quietly.
One form field too many.
A condition that applies twice.
A reporting that suddenly remains empty.
And at some point you're faced with a system that does what it's supposed to, but doesn't do what you wanted it to.

Marketing automation is powerful. But that is precisely why it can also be fragile if you want too much too quickly. Or believe that technology replaces human error.

In practice, most difficulties can be categorized into three areas: technical, strategic and human. And they are often subtle.

Technical pitfalls, small but effective

It's rarely the big bugs.
Much more common: logics that block each other. Campaigns that are not completed cleanly. Tags that overlap. Or interfaces that “run” but are not synchronized.

Errors are often caused by copying existing flows, a lack of testing or too many parallel systems.
And at some point you realize that the system is becoming impenetrable. The automation is running but nobody knows how anymore.

Tip:
🛠 Documentation and visual mapping of workflows are not a nice-to-have, they are life insurance.
🧪 Run through every campaign in advance with test profiles. Not just technically, but also in terms of content. Does the process feel coherent?

Strategic mistakes - automation without a goal

A classic example: a company uses automation “because that's what you do”.
What is missing? A real goal. A metric. A sensible setup.
This results in flows that “work” but neither qualify leads nor strengthen customer relationships.
They fill mailboxes, but not the CRM with usable information.
Tip:
🎯 Every automation needs a clear objective. Do I want to inform? Convert? Reactivate?
🧭 Better a few routes with a clear effect than a collection of well-intentioned actions.

Human factors, between excessive demands and loss of control

Automation reduces work, but it does not replace thinking.
What often happens. Systems are set up, then abandoned. Responsibilities are unclear. No one feels responsible until things go wrong.
Or: A power user leaves the team and nobody understands the structure anymore.
Tip:
🤝 A system always needs people who understand it. And it needs care, like a garden.
🔁 Regular reviews help to maintain an overview and identify errors early on.

Data protection - the invisible in the background

A particularly sensitive topic, not only technically but also ethically.
- Is it clearly documented how and where personal data is processed?
- Are all forms GDPR-compliant?- Is only the data that is really needed stored?
- Are there processes in place for deletion or data porting?

Errors in data protection are rarely malicious, but they can be expensive.

Tip:
🔒 Legal review of setups, especially for tracking, forms and third-party tools.
📋 Transparent communication about data processing, not just in the footer.

Do's & don'ts from everyday life

DO:
- Start small, evaluate regularly
- Outline personas and customer journeys in advance
- Document and visualize automations
- Take technical testing seriously
- Involve teams - don't create a black box

❌ DON'T:
- Want to automate everything
- Simply copy content from other campaigns
- Create tags and lists wildly
- Set up automation once and then “forget” about it
- Consider data protection as a downstream issue

Would you like to find out more about this topic and what automation you urgently need? Then arrange a consultation directly at www.asioso.com.