The Power of Personalisation and Automation in Marketing: Why It’s No Longer Optional

In today’s fast-paced digital world, generic marketing is no longer enough. Consumers expect personalised experiences that cater to their specific needs and preferences. At the same time, they want seamless interactions across multiple touchpoints, whether through email, SMS, social media, or web chat.

For brands, meeting these expectations manually is virtually impossible. This is where marketing automation comes in—allowing businesses to scale personalisation without sacrificing efficiency.

In this blog, we’ll explore why personalisation and automation are essential for modern marketing, how platforms like Salesforce Marketing Cloud and Klaviyo enable success, and what the future holds for this space. Plus, we’ll share five quick wins to boost your customer experience right away.

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Why Personalisation and Automation Matter

Personalisation goes beyond simply adding a customer’s name to an email. It’s about delivering the right message, to the right person, at the right time, based on their unique behaviours, preferences, and interactions with your brand.

At the same time, automation ensures this level of personalisation happens at scale. By leveraging AI, machine learning, and data-driven workflows, brands can create highly engaging experiences without requiring constant manual effort.

The Business Impact of Personalisation and Automation

• Higher Engagement: Personalised emails achieve 29% higher open rates and 41% higher click-through rates than generic emails.
• Increased Conversions: Businesses using marketing automation experience a 451% increase in qualified leads.
• Stronger Customer Loyalty: 80% of customers are more likely to purchase from brands that offer personalised experiences.

Brands that fail to implement personalisation risk losing customers to competitors who do.How Platforms Like Salesforce Marketing Cloud and Klaviyo Enable SuccessSalesforce Marketing Cloud: Enterprise-Level Personalisation & AutomationSalesforce Marketing Cloud (SFMC) is a leading solution for enterprise-level marketing automation. It enables businesses to:✅ Create complex customer journeys across email, SMS, push notifications, and digital ads.

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✅ Leverage AI-powered recommendations to send the right content at the right time.
✅ Unify customer data across sales, service, and marketing for a single customer view.
✅ Automate marketing workflows using Journey Builder, ensuring hyper-personalised customer interactions at scale.For larger organisations, SFMC ensures that every interaction is synchronised and tailored, leading to stronger engagement and customer satisfaction.Klaviyo: Personalisation & Automation for E-commerce BrandsKlaviyo is an e-commerce marketing powerhouse, providing:✅ Behaviour-based segmentation, so emails and SMS messages are tailored to customer actions.
✅ Pre-built automation flows, such as abandoned cart reminders and post-purchase follow-ups.
✅ AI-driven product recommendations to boost sales.
✅ Seamless integration with Shopify, WooCommerce, and Magento, ensuring real-time personalisation.Klaviyo empowers brands of all sizes to create tailored experiences without requiring complex technical setups.

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Both SFMC and Klaviyo highlight the importance of combining personalisation with automation—allowing businesses to scale meaningful interactions without losing the human touch.The Future of Personalisation & Automation in MarketingThe marketing landscape is rapidly evolving. In the next few years, we will see:

‍1. AI-Powered Hyper-Personalisation

‍AI will refine personalisation beyond traditional segmentation. Marketers will have access to predictive analytics that anticipate customer intent before they act.For instance, AI will detect when a customer is likely to churn and trigger an automated incentive to retain them.

‍2. Real-Time Omnichannel Engagement

‍Customers expect instant responses across multiple touchpoints. Whether through social media, email, SMS, or chatbots—real-time engagement will become non-negotiable.

‍3. First-Party Data Personalisation

‍With third-party cookies disappearing, brands must leverage first-party data to personalise experiences ethically and effectively.CRM systems and marketing automation tools will need deep data integration to create tailored experiences without relying on third-party tracking.

‍4. Conversational AI & Voice Search Integration

‍Personalisation will expand into voice assistants, chatbots, and conversational AI.Imagine an AI chatbot that remembers previous conversations, refines its responses, and delivers tailored recommendations in real-time.

‍5. Autonomous Marketing Automation

‍Future marketing systems will self-optimise based on customer engagement—automatically adjusting campaigns, messaging, and timing based on real-time data.Rather than relying on fixed email workflows, brands will dynamically adjust their marketing based on how customers interact with content.5 Quick Wins to Improve Your Customer Experience with Personalisation & AutomationWant to start enhancing personalisation and automation in your marketing right away?

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Here are five quick wins:

1. Implement AI-Driven Email Personalisation

✅ Use dynamic content to tailor emails based on customer preferences.

✅ Platforms like Salesforce Marketing Cloud’s Einstein AI or Klaviyo’s Smart Sending optimise content and send times automatically.

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2. Set Up Abandoned Cart & Browse Abandonment Flows

✅ Customers leave billions in lost revenue in abandoned carts. Automate cart abandonment emails with personalised product recommendations to recover lost sales.

✅ Klaviyo’s browse abandonment flows re-engage visitors who leave without making a purchase.

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3. Use SMS & Push Notifications for Real-Time Engagement

✅ SMS open rates are 98%—far higher than email.

✅ Automate personalised SMS reminders for promotions, order updates, and re-engagement campaigns.

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4. Build Adaptive Customer Journeys

✅ Use Salesforce’s Journey Builder or Klaviyo’s Flow Builder to create workflows that adjust in real time based on customer behaviour. For example, if a customer clicks an email but doesn’t purchase, trigger a follow-up email with a discount offer.

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5. Use Predictive Analytics to Identify At-Risk Customers

✅ Identify disengaged customers with AI-powered lead scoring.

✅ Automate re-engagement campaigns that win them back with exclusive offers or personalised content.

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Final Thoughts: Why This Matters Now More Than Ever

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‍The brands that will dominate in 2025 and beyond are those that invest in hyper-personalised, automated marketing.Customers no longer tolerate generic messaging. They expect brands to understand them, anticipate their needs, and provide value seamlessly.By leveraging tools like Salesforce Marketing Cloud and Klaviyo, businesses can implement sophisticated personalisation and automation strategies—enhancing engagement, boosting conversions, and driving long-term loyalty.If you’re not already focusing on these areas, now is the time to start. The future of marketing is automated, deeply personalised, and customer-centric.

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