2 min read
How Marketing Automation Can Improve Personalization
When you think of the concept of something being automated, you likely think of a machine holding dominion over a process, with all of the cold, metallic sterility that the word implies. What is often forgotten is that in order for these robotic processes to have come into existence, they would have needed to be created and built by people, who likely wanted to increase efficiency through these processes.
The word automatic has become synonymous with non-personal even though the two concepts are not the same, especially when it comes to the realm of communications. The digital mail you receive, for instance, is likely far more personalized than the physical items that you receive through traditional post, such as fliers and coupons - mass-produced copies with no unique way to be identified.
In fact, communications are easier than ever to personalize because they are digital and we have reached a technological point where you no longer even need to manually replace names if you are sending the same communication to different people. With marketing automation, you can apply any pre-collected information to any communication to address emails individually with no additional effort on your part.
This concept isn't only limited to replacing similar fields; through the use of conditional formatting, you can create a series of customized emails for a given person or people based on their known preferences. These examples only prove that the amount of personalization available to any individual through automated means is a far cry from the common idea of mass-marketed emails. Rather than merely selecting an email address from a list and sending, each email is individually generated for a specific person.
Even though it abides by the dictionary definition of personalization, there is still an underlying belief that automated communications are not truly personalized, which may be considered a semantic or overly-specific viewpoint. The unfortunate reality is that the public perception of automation equates to that of spam messages, which could not be further from the truth and is only a reflection on the growing pains of the technological age. Given that automation can change a message's content to better appeal to and reflect the interests of an individual based on an unlimited amount of factors, the only way to more specifically tailor a communication to an individually would be to manually write it for every person to whom you wish to send it, which is, at best, a time-consuming prospect. The more efficient approach provided by marketing automation allows you to spend more of your time focusing on what matters the most.
Given that automation can change a message's content to better appeal to and reflect the interests of an individual based on an unlimited amount of factors, the only way to more specifically tailor communication to an individual would be to manually write it for every person to whom you wish to send it, which is at best, a time-consuming prospect. The more efficient approach provided by marketing automation allows you to spend more of your time focusing on what matters the most.
Through the use of conditional formatting, decision-based triggering, and its merge tag feature, SimplyCast offers the ability to customize any communication for any specific member of your audience in myriad ways through over 15 communication tools. Enjoy efficiency in your communications without losing the personal touch that your contacts have come to expect. Get started with endless possibilities for personalization by signing up for a free 14-day trial.