Is that possible to balance automation and personalization — especially on a large scale? Can you show a few examples of how to build a personalized user experience with marketing automation?
Yes, many of the biggest brands are leveraging marketing automation platforms in this way to deliver the right message at the right time to the right audience via the right channel.
There’s a few aspects to this.
- There’s personalization in terms of which message is sent to the user. (e.g. Send Message 123, which depends on criteria and conditions being met, such as the User having a certain Tag)
- There’s personalization in the actual message sent to the user. (e.g. Hey {{First_Name}} within Message 123)
Overall, it will depend on which apps are being used to facilitate the marketing automation.