Automation saves time, and in marketing, it can be a real game-changer. Done well, it makes campaigns smarter and more efficient while still keeping them genuinely human.
At The Marketing Associates, we’ve seen how businesses can strike that balance — but it’s easy to lose the personal touch if automation isn’t handled carefully.
If you’ve ever received an email starting with “Hi [FirstName]”, you’ll know how robotic and impersonal it can feel. The real challenge is using automation efficiently without sacrificing the personal connections that build trust and engagement.
Why Human-Centred Automation Matters
Marketing automation is brilliant when used correctly. It allows you to:
- Send perfectly timed follow-ups
- Provide helpful reminders
- Reach prospects at the moment they’re most interested in what you have to offer
But when automation is overly generic, it can feel cold and disconnected. Every automated message should still feel like it comes from someone who understands the recipient. Think about the difference between a clumsy, untailored email and a voucher or personalised offer arriving on your birthday from a favourite brand. That small, thoughtful touch creates a real connection. Automation should aim to recreate that feeling for your audience with the right message, at the right time.
Practical Ways to Keep Automation Feeling Human
Here are some approaches that work particularly well:
- Use names correctly – ensure personalisation is accurate. If key data like a first name is missing, use a friendly alternative.
- Reference actual actions – acknowledge downloads, webinar sign-ups, or previous purchases.
- Tailor your tone – keep it warm and reflective of your brand’s voice.
- Segment your audience – different groups have different needs, so make messages relevant.
- Test your messaging – A/B testing reveals what resonates with different audiences.
- Include human follow-ups – even a short personal note or call after an automated campaign can make a big difference.
In industries where trust is crucial, automation should support human connection, not replace it. The goal is to show your business is paying attention and values its audience.
Avoid Common Pitfalls
Even with the best intentions, automation can go wrong. Watch out for:
- Overusing generic greetings or copy
- Sending messages too frequently or at inappropriate times
- Using automation as a substitute for relationship-building
Forgetting accessibility – not everyone reads emails the same way or uses the same devices
A Real-World Example
A professional services firm we worked with set up an automated email series to follow up after webinars. Each message referenced the session attended and offered a clear next step. The result was:
- Higher engagement rates
- Positive client feedback
- Minimal effort from the marketing team
It worked because the automation felt thoughtful, relevant, and genuinely helpful. Automation doesn’t need to feel robotic when designed with people in mind.
Keep It Human
Marketing automation is powerful, but it works best when paired with a human touch. At The Marketing Associates, we help businesses design campaigns that are efficient, warm, empathetic, and effective. By planning your messaging carefully and keeping your audience front of mind, automation becomes a tool for connection rather than a barrier.
If you want to ensure your automation setup reflects the human side of your business, a quick call with The Marketing Associates team could be all it takes to get your campaigns working smarter and warmer. Get in touch with us.
tabitha@themarketingassociates.co.uk or call 01233 720379
At The Marketing Associates, we specialise in strategic freelance marketing support for professional service practices, providing excellent quality advice on your marketing strategy to develop and grow your business on a retained basis.