Keep It Real: How to Not Over-Automate Email Sequences

Email Marketing — Wed., Jun. 16, 2021

Email automation was sent from Marketing Heaven to make our working lives easier. However, it is possible to have too much of a good thing and the fine line between annoying and intriguing must be found. Segmentation, personalization, timing, and A/B testing are essential to ensure our emails engage, relate, and resonate with our audience. Quality should always be prioritized over quantity.

Segmentation should go beyond demographics and track engagement, customer value and psychographics. Personalization should address individual problems and personification should include case studies from similar businesses. Timing should be carefully considered and sales enabling content should be provided to reps. A/B testing should be used to understand what works and what doesn't.

Ultimately, with email automation, it is important to keep the human touch and not over-automate to the point of irrelevance. Content should be tailored to each stage of the journey and should help leads overcome common objections. Quality should be prioritized over quantity to build trust and ensure high open rates.

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