Why you shouldn’t automate your messaging (at least, not all of it)

Who out there loves to receive automated marketing messages?

(crickets…)

I recently got a LinkedIn message from someone inviting me to subscribe to her newsletter for freelance writers. Sounds nice. Except I’m not a freelance writer. My LinkedIn profile makes that abundantly clear, so she obviously didn’t take the time to look at it.

Automation is great. Until it isn’t. You don’t want to waste time doing repetitive tasks, but you also don’t want to sound like a robot, or worse, a fool. Some businesses lean too hard on automation, and it shows.

Here are some examples of automated marketing messages that create more alienation than relation.

Asking for reviews at the worst possible moment

Ever been to a doctor’s office, received some devastating news, and then—ding!—a text pops up asking if you’d leave a five-star review? Or maybe your accountant just told you that you owe the IRS a small fortune, and before you can process it, you get an email asking how likely you are to refer their services. Timing matters.

When you automate review requests, you lose control over when they go out. In professional services, that’s a problem. People don’t operate on a set schedule of “now I’m ready to leave a glowing review!” Instead, be selective. Send personal requests when you know the client is happy, not when they’re still recovering from a gut punch.

Generic networking messages that make you look lazy

Cold outreach gets a bad reputation because of lazy automation. Like the LinkedIn message I mentioned, far too many people blast the same generic message to everyone, hoping something sticks. It rarely does. Worse, it makes you look out of touch.

If you’re reaching out, at least do the bare minimum of research. And for the love of all things professional, don’t buy a list. Those contacts don’t know you, don’t trust you, and don’t want your emails.

You may also be interested in: 10 simple ways to build an email list from scratch

Cold emails that prove you didn’t even look at the website

I run a marketing agency in Holly Springs, which means I routinely get emails from companies offering…marketing services.

“Hi, I saw your website and think we can help you with SEO!”

Really? What part of our website made you think we need help with marketing strategy? These emails scream: “I’m using automation to spam everyone with an email address!” If you’re going to send cold emails, at least make sure you’re targeting people who might actually need your service. (If I sound annoyed, it’s because I am!)

Scheduled content that goes out at the worst time

Imagine a custom home builder posts a sunny, pre-scheduled blog about “The Best Waterfront Homes”…. right as a Category 5 hurricane barrels toward the coast. Not ideal.

Having a content calendar is smart. But blindly sticking to it? Not so much. Always be prepared to hit pause when circumstances change. If you schedule social posts or blogs in advance, check in regularly to make sure they still make sense.

Be careful with automated emails

It’s easy to set up automated email sequences and forget about them, which can get awkward. If you’re not actively managing your emails, you could be sending outdated or irrelevant messages that confuse or annoy potential customers.

• Know what’s being sent: Review automated sequences regularly to ensure they still align with your offers, messaging, and audience needs.
• Segment wisely: Not every lead should get the same emails. A brand-new prospect doesn’t need the same content as someone who’s been on your list for months.
• Filter based on sales cycle: If someone has already booked a call or made a purchase, don’t send them generic “Are you still interested?” emails.
• Pause when necessary: If something big changes in your industry or business, adjust your automated emails accordingly.

Remember, the best email marketing is intentional, not just automated for the sake of efficiency.

When automated marketing messages do make sense

Now, all of the above doesn’t mean that there’s no place for automated marketing messages. For example, if someone downloads your free guide, by all means, send an automated follow-up email. But don’t just let these emails run forever without checking in. If your automated sequence still references a long-past event or outdated offer, you’re just broadcasting that you don’t pay attention.

How to manage your marketing messaging without automation (and without losing your mind)

We know that over-automating is risky. But you still have a business to run, and manually handling every message sounds like a nightmare. Here are some ideas for managing your marketing messaging efficiently:

• Use templates: Create message templates for review requests, networking, and follow-ups. Personalize them before sending so they don’t sound canned.
• Batch your outreach: Instead of sending cold emails one by one, set aside dedicated time each week to send personalized messages while you’re in the groove of it.
• Assign a human gatekeeper: Have someone on your team (or yourself) quickly review scheduled emails and social posts before they go live. A 30-second check can prevent major blunders.
• Tag and segment your contacts. Keep a simple CRM or email tool with notes on where leads are in your pipeline. Instead of blasting the same message to everyone, tailor it based on their stage in the process.
• Be smart with automation: Always set reminders to review and tweak any automated sequences periodically.

Automation should support, not replace, human interaction

Your audience can tell when they’re being treated like just another name in a database. Automated marketing messages should enhance human interactions, not replace them. If you’re over-relying on automation, take a step back and ask:

• Would I want to receive this message?
• Is this message going to the right person at the right time?
• Would a little personal effort make this more effective?

Because the goal is efficiency and connection. A balanced, thoughtful approach will keep your messaging smart, relevant, and most importantly—human.

If you want to get smarter about your marketing messaging, we’d love to hear from you!