In today’s digital world, businesses are rapidly embracing automation tools in order to deliver smooth and convenient services to their customers. Automation has made modern life easier and effective as it assists people, for instance, by adjusting their thermostats, locks doors and turns off their lights. With the rising customer expectations, a survey found, almost 75 percent of marketing teams practice some form of an automation tool. It further revealed that 61 percent of marketers are concerned about the lack of personalization due to automation.

Though some businesses find the right balance between automation and personalization. They want to curate the customer experience themselves. So, getting personal or pairing with the human touch and leveraging automation can deliver a personalized experience to customers.

Here are some ways brands can make marketing automation and personalization work together.

Deliver Contents by Segmenting Leads using Freebies

Using free content and services to deliver the best customer experience is not juts typically inexpensive than purchasing pre-sorted lead lists, but also fosters prospects to respond by signing up for a brand’s services. Email campaigns in this way are an effective, low-cost way to use automation and personalization, but marketers must be careful not to clog consumer inboxes. While many consumers are familiar with receiving personalized content based on their previous actions, using transactional data to send automated, personalized emails can be less intrusive as it is a natural component to creating the relationship between the customer and a brand.

Go Beyond Human Touch

Marketers have the ability to combine automation and personalization in several ways, including by inserting tags to add customers’ names in emails that make them feel like the message addresses them individually. Even, marketers can encourage team members to interact with potential customers by making calls, sending emails or requesting a connection on social media. However, there are many other ways to get personalized with customers. For instance, footwear giant Adidas colors and customizes emails by the recipient’s gender. On the other hand, auto manufacturer Nissan sends out customized maintenance reminders to their customers, while digital music service platform Spotify shares time capsules, or wistful reminders of songs a listener once played.

Maintain Consumer Privacy

In the latest digital age, the term loyalty for brands drives customer relationships. According to reports, most of the consumers want brands to get to know them and understand when to approach them, but not at the expense of their privacy. There is a fine line between highly germane content and tactics that take marketing personalization too far. Marketers need to pay attention to their target audience and consider whether the interaction will make them feel special or unsettled. Also, customer data must be used effectively with personalized content that encourages them to look at once at the brand services.