Email automation and what not to automate
We have some pretty powerful tools at our fingertips. Most of us are using AI to see how it can make our lives easier. Yes, me too, although I’m not too worried yet. Especially given the shocking subject lines.🙄
It got me thinking about what should and shouldn’t be automated with email.
There are times when emails shouldn’t be automated and human to human is best.
My thoughts on what to automate and not to automate
1. Discovery calls (or whatever you call them):
When you work 1:1 then showing up and having a live conversation is the best way. Some have built a way around this. But for many of us, this is one to avoid automating. At least in the beginning.
2. Complex client challenges:
You know those curly questions or tech issues. Those are best either done live or as a Loom video. Otherwise, you may miss those ‘actually I meant this...’ moments and end up playing ping pong with messages. I think of it like this. You’re on the phone to Inland Revenue (assuming you can get through) and you have a question about tax. Those automated messages are annoying.
3. Client crisis situations:
Mental health concerns aren’t something that you can automate. I’m pretty sure there are rules against that. If not, there probably needs to be. Sometimes we need to see their body language to see when someone is masking their discomfort.
4. Really bad urgent stuff:
To be honest there’s not much in email marketing that could be called an emergency. But if there’s a client that’s going to lose cash due to something that requires quick action it’s probably best to have a 1:1 via the phone or Zoom.
5. Contract negotiations:
Pricing discussions and custom agreements should be person-to-person. Want to add a few $$$ to the project? That’s likely going to need a call to explain why.
6. Client interviews and market research:
If you’re conducting thorough market research, including voice-of-the-customer (VOC) interviews, then interacting in real time and recording the nuances is better than a survey. This is why communications specialists and copywriters create case studies by interviewing your best clients. It's just not the same as via email or online forms.
There are a couple of other interactions that you might prefer not to automate but I do automate some parts of these. I'll cover those next.
You may choose to automate these
7. High-value client communications:
I don’t work with massive enterprise organizations or executives. If you do they usually like to ‘jump on a quick call’ because they’re busy people.
7. Parts of the onboarding or offboarding process:
I have onboarding and offboarding processes that are largely automated. But if it’s a big project or they need a call then a Zoom chat can make sense. I usually have a kickoff call for new projects.
Have I missed any? Please let me know. I'll add anything if I've missed something that I agree shouldn't be part of an email sequence or automation. Or would you disagree with any of these?
