Marketing Automation and Personalization: How to Find the Right Balance


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Marketing automation and personalization are the best ways to connect with the audience, maximize conversions, and provide value. A brand’s automation plans can often come across as generic or irrelevant. Hence, they must find the right balance to maintain customer trust. How do they do that?

How Does Marketing Automation Help Achieve Personalization?

Customers expect brands to know their preferences and deliver the right content that addresses their needs. But, tailoring marketing efforts is tedious and hard. As per a recent academic study by the University of Hamburg,

44% of brands report strategic adoption of marketing automation. 64% rate the importance of automation higher this year than last year.

Marketing automation helps deliver personalized content at scale and helps personalize email campaigns as per customer behavior. It also helps provide dynamic content, enabling tailored product suggestions or targeted messaging.

Here are a few ways how brands can strike the right balance.

1. Know the Audience

Knowing the audience is essential to align marketing automation and personalization strategies. The questions to ask are:

  1. Who are they?
  2. What are their needs,
  3. what are their challenges, and motivations?
  4. How do they engage with the brand and the content?

Marketers can use multiple tools to collect and assess the data about their audiences. These include surveys, interviews, CRM, email marketing, social media, and segmentation. This helps tailor the messages to match their interests, behaviors, and stages in the customer journey.

2. Segment the Audience Based on Personalization Levels

Audiences’ responses can be too vast or diverse. Hence, segmenting the audience into various pools and creating specific marketing campaigns is essential. This results in better ROI. Accurate segmentation makes automation easier and personalization achievable.

3. Create Engaging Content

It is essential to align the content with the brand voice and values. Marketers must be clear on the content brands create, curate, and distribute. This content needs the correct tone, language, and keywords. The value or emotion they convey to the audience should be clear.

As per a recent report by Hubspot, “The State of Media & Content Planning in 2022,”

49% of the brands allocate between 30% and 50% of their budget to content.

Brands can use many approaches and tools to resonate the content and design like-

  • Content strategy, calendar, audit, and optimization
  • Design system, audit, and optimization

These approaches help align the content and design with the brand identity, creating a more cohesive and memorable brand experience.

4. Maintain the Right Quantity of Information

While automation makes creating and running marketing campaigns simple, it can be intuitive enough to surpass the marketing campaign’s significance. Brands must maintain lines between being informative and exceeding the quantity of information.

Offering “too much” increases the likability of the users moving the messages or content to spam. They could even mark it irrelevant or directly unsubscribe to the channel. This affects all the upcoming campaigns adversely.

Firms must adopt best practices and optimize the frequency of content to deliver the correct information, yet not too much. Starting with minimal frequency will help create the best strategies.

5. Automate with Empathy

How do firms use marketing automation tools to deliver the right content to the right person? How do they segment, target, and trigger the automated messages? How do they measure their performance?

Marketing teams can use many methods and tools to induce empathy to achieve this. Methods can range from a marketing automation strategy to optimization. Empathizing using automation can save time, effort, and resources. This leads to customer loyalty, retention, and greater engagement levels.

6. Tailor Accurately

How are brands using personalization tools to tailor the content for each user or segment? How do they personalize other channels (website, email, social media) and touchpoints? Are they respecting the users’ privacy, consent, and preferences?

Hubspot’s report also states that

Hubspot's report also states that 43% of brands conduct market research to find the most effective channel to reach their target audience.

Using methods to personalize with relevance, like a

  • personalization platform and strategy
  • personalization engine and testing

It can help brands tailor with relevance, increasing conversions, satisfaction, and advocacy.

7. Use Automation to Seek Insights for Personalization

Marketing automation tools offer insightful analytics for personalization. It helps determine which strategies work and which do not.

A study by the University of Hamburg also states that automating a marketing analytics process leads to a 42.2% increase in performance.

Brands can run A/B tests with two campaigns having the same features except for one. Contrasting engagements can offer better insights into marketing features that are not performing well.

Also Read: Best Marketing Automation Strategies to Help You Grow

8. Deploy Tech that Mimics Personalization

Undoubtedly, automation increases efficiency and saves time. However, brands often spend more time personalizing marketing content after implementing a marketing automation solution.

Instead, they must adopt a solution that is capable of mimicking personalization.

Chatbots, for instance, can be designed to seek personal data to make chats appear more engaging and personal. This enables the chatbot to personalize the conversation without manual intervention.


To find the right balance, brands must monitor, evaluate, and adjust their strategies based on their goals, metrics, and feedback. Moreover, they must determine the areas for improvement and plan to keep up with the audience’s changing needs and behavior.

Furthermore, reviewing and refining the marketing automation and personalization with the brand value and voice is a great way to maintain the balance. They can use methods like-

  • marketing dashboard
  • marketing report
  • marketing audit
  • marketing feedback

The more the strategy is refined, the more marketing automation and personalization will resonate with audiences, leading to greater brand value and advocacy.

Apoorva Kasam
Apoorva Kasam
Apoorva Kasam is a Global News Correspondent with OnDot Media. She has done her master's in Bioinformatics and has 18 months of experience in clinical and preclinical data management. She is a content-writing enthusiast, and this is her first stint writing articles on business technology. She specializes in marketing technology. Her ideal and digestible writing style displays the current trends, efficiencies, challenges, and relevant mitigation strategies businesses can look forward to. She is looking forward to exploring more technology insights in-depth.


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