When people think about automation, the first word that comes to mind is usually something like cold, robotic, or impersonal.
It’s not hard to see why.
We’ve all experienced automated systems that feel clunky or completely disconnected – like getting a generic email that starts with ‘Hi [FIRSTNAME]’ or a chatbot that can’t answer your question.
But here’s the thing.
When it’s done well, automation can actually make your emails feel more human – not less.
Let’s break that down.
Most Businesses Think Automation Means Less Effort
For a lot of people, automation is about saving time. Set it and forget it. Let the system do the heavy lifting.
And yes, automation does save time. But if you only use it to avoid doing the work, you’ll end up with the kind of generic sequences everyone ignores.
The real power of automation isn’t just about doing less – it’s about doing more than you ever could manually.
- More follow-up.
- More relevance.
- More connection.
Email Automation as a Shortcut to Thoughtful Communication
Imagine if you had the time to personally follow up with every subscriber who clicked a specific link in your newsletter.
Or send someone a tailored sequence based on what they told you they were struggling with.
You’d do it – right?
But in reality, no one has time to manually keep track of dozens (or hundreds) of people and respond individually. That’s where automation comes in.
With the right setup, you can:
- Tag subscribers based on what they click
- Send targeted content based on their interests or experience level
- Follow up automatically after a lead magnet download
- Guide someone through a personalised email course
- Remind people about your offer – based on where they are in their journey
To the subscriber, it feels like you’re paying attention. Like you get them.
And for you? It’s all happening in the background.
The End Result: Emails That Feel More Human
This is where email marketing really shines.
Instead of blasting your entire list with the same message, you can deliver the right message to the right person at the right time.
You’re not just automating emails. You’re automating care. You’re showing up in a way that feels timely, relevant and considered – without having to sit at your desk 24/7.
It’s no longer about sending more emails. It’s about sending better emails. Smarter emails. Emails that feel personal – even when they’re not written in real time.
So, Is Automation Really That Cold?
It can be.
But it doesn’t have to be.
If you’re thoughtful about your content, intentional about your sequencing, and strategic in how you personalise the experience – automation becomes a tool for more connection, not less.
It lets you scale the kind of thoughtful communication that turns subscribers into buyers – and buyers into loyal clients.
Final Thoughts
Don’t write off automation as something that makes your emails sound robotic.
Used well, it’s the thing that allows you to show up consistently and personally – even when you’re not at your desk.
If you want to create email flows that build trust, respond to behaviour, and feel like a one-to-one conversation (without doing all the manual work), you’re not alone.
That’s exactly what I help clients do.
Need help making your email marketing more personal – at scale?
Get in touch and let’s talk through what a simple, smart automation system could look like for your business.