How to Use Marketing Automation to Boost Personalization


Himanshu Singh

Senior editor

Parul Saxena

Chief editor

Last updated: May 20, 2021

With the recent explosion in technology, marketing automation has come a long way. 

Marketing automation tools help build and execute campaigns that influence customers. It has enabled businesses to keep their customers engaged and increase their ROI as well. 

Looking for Automation Software? Check out SoftwareSuggest’s list of the best Automation software solutions.

The key here is personalization.

When you ask a consumer, what describes their best experience with the company? You will hear them say the personal touch delivered to them by the company. 

Automation has made customer personalization one of the essential tools in a marketer’s toolbox. 

Before we delve into how automation helps deliver personalization, let’s talk about why personalization is important. 

The Importance of Personalization 

Personalization is not only about using the first names of your subscribers in your email newsletter. It’s much deeper than that. 

You can successfully employ personalization across various marketing channels, including blogs, paid ads, social media, and more. 

But every personalization tactic is aimed at delivering the best customer experience. 

1. It allows you to offer better content

Personalized content helps you stand out from the crowd. It leaves an impression on your customers’ minds.

2. It helps you build great rapport with your customers

In a recent survey, 75% of customers expressed that they want more from the brands. 

By catering to every segment of the audience separately, it can help you engage with people on a personal level, which ultimately builds a healthy relationship. 

The Connection Between Marketing Automation and Personalization

Every company aims to provide a great experience to their customers. No matter what stage of the product’s or service’s life cycle your buyer is at, you must always tailor offerings to the specific needs and objectives of that customer. 

You can’t tap into the true potential of personalized marketing without data. 

If your client list is small, you can still achieve it naturally. You can reach out to each client individually, hold full information on each consumer, and manage all data manually. 

But sooner or later, the business is bound to grow. When the company starts to expand, and the client lists get bigger, manually handling all data becomes quite impossible. That’s where automation comes into the picture. 

Marketing automation is the key to segmentation, which leads to personalization. Modern marketing has embraced machine learning and data analytics. It enables businesses to provide curated experience to specific groups and personalize products and services that fit into their expectations. 

Thus, we use automation to understand different customer groups — what they want and enhance customer engagement. It helps gain insights to convert one-time customers into a loyal customer base. 

In a nutshell, marketing automation doesn’t involve churning out general responses en masse. 

Different Ways You Can Use Marketing Automation for Personalization

Did you know that 53% of the companies surveyed were using marketing automation in 2017, and 37% said they were planning to use it? 

Clearly, marketing automation is on the rise. Here are a few ways you can use automation to improve the personal experiences of your customers.

i. Make Personal Recommendations

The more time you spend on websites, the more information they can gather on you. For instance, they can easily keep track of the pages you visit on their site, your buying behavior, categories your browsing, and more. 

Automated predictive analytics allows you to predict what your consumers might want based on the behavior of their past or similar customer. In some cases, recommendations are also based on what other products might compliment the first product they purchased.

For instance, if you buy a laptop, the company might recommend you to buy a laptop bag based on your model. 

Amazon is the undisputed king of personalized recommendation. In fact, it claims that 35% of its total revenue is generated from this. More such example is Netflix. It sends out series recommendations to watch based on what you have viewed previously. It tries to identify your interests and accordingly suggest more of the same genre. 

Automated predictive purchasing is a great way to boost personalization. You will find hundreds of different types of software out there, including IBM SPSS Predictive Analytics Enterprise, Microsoft Azure Machine Learning Studio, and more. 

ii. Laser Target High-Quality Leads

With so many CRM tools disposal at hand, it’s easy to capture a large number of leads and automate follow-ups. However, it’s important to note that not all leads are equal. 

You want to first identify your buyer persona and capture qualified leads that have a high likelihood of turning into customers. This is called lead scoring. To capture high-quality leads, you can create high-personalized content that appeals to your audience. 

Using the right automation tool, you can gather data on your leads and strategically segment them. You can then customize your social media or PPC ads to target specific audience segments. 

Unless you offer anything unique and fresh, you won’t be able to stand out from the crowd. And, the chances are that you will go unnoticed in front of your audience. That’s why utilize the segmentation capability of marketing automation software to make your communication even more relevant.

iii. Send Out Automated Personalized Emails 

Marketing automation has enabled companies to reach their customer’s inbox with personalized content. 

With target marketing, you could automatically segment your lead lists and send out specific emails to specific customers. For example, you can send out automated email reminders about abandoned carts or their wishlist. 

By keeping track of their activities on your website, you can increase personalization in several ways. 

Like abandoned cart emails are one of the great ways to pull visitors back to your website after they leave. Earlier, you could only wait and hope for them to return again when they left without making a purchase. But now sending an email reminder — ‘Your cart is waiting for you,’ ‘We noticed you left some items in your cart,’ and more, can draw their attention again. 

You can also use it to send emails with discounts and offers to lure them into making a purchase again. It helps to keep your target engaged with your brand and increase your conversion. 

iv. Engage on Social Media and On-Site

The power of social media can’t be overlooked. Brands need to build their strong presence on different social media channels. 

Marketing automation allows you to schedule your posts for regular uploads on various social media platforms. It enables you to stay connected with your fans and customers. And not only that, but it also allows you to create targeted campaigns for specific segments of your followers based on your interaction and their behavior. 

In fact, on-site personalization is also gaining popularity. It shows visitors that you are paying attention to them, and they feel satisfied with highly-personalized content just for them. 

This on-site personalization tool responds to visitors based on their behavior. For example, there is an exit pop-up that uses conditional logic to keep customers on the page. How? 

When a visitor is about to leave your website without signing up for your email list, it triggers an exit pop-up. With that pop-up, you can offer them an exclusive discount or encourage them to sign up for the free trial.  


By combining a personalized marketing strategy with automated processes, you and your company have a lot to gain. 

Technology is growing rapidly, and consumers are looking for a more personalized experience. So are you ready to enhance your customer experience?

Himanshu Singh is a Marketing Specialist at SoftwareSuggest, He is well versed in software platforms like eCommerce, project management, document management. He is also interested in domains like Machine Learning and Semiconductors. In his spare time, he enjoys Guitar, Badminton, and Photography.

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