The article draws a sharp contrast between what’s “personal” and what’s “automated”, and it lists the advantages and disadvantages of each method.
The challenge occurs because “customers are individuals and expect to be treated accordingly”. And so, the article asks, “what’s the right balance between sending personal messages vs sending automated messages?” The premise is that, while automated messages may bring a certain efficiency, they are often more impersonal as well.
The author considers that a smaller company will be more effective in giving emails a personal touch, and that larger companies, with larger customer bases, will necessarily need to move toward automation, and in doing so, will give up some personalization.
However, a Marketing Automation platform – not considered in the article – is the key to blending these two capabilities: “personalized” emails on an automated scale.
With an effective Marketing Automation tool, company size doesn’t really matter. Good segmentation and a good system set-up are the keys to personalization in any email efforts.
But there’s more. It takes a Marketing Automation platform, but other elements are required as well:
- A good understanding of your audience
- Good data quality
- A good strategy
These elements together will give you the perfect combination of the two worlds: personalization, in an automated way.
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