What if the very automation you rely on to scale your email marketing is the reason your leads feel disconnected?

FACT: 63% of consumers won’t buy from brands that have poor personalization. (ecommercebonsai).

But here’s the twist: automation isn’t the villain—it’s how we use it. The good news? By integrating behavioral science and a few clever strategies, your automated emails can become the best relationship-building tool in your marketing arsenal. Let’s explore 12 ways to make them feel personal, relevant and genuinely human.

1. Start With Your Name, Not Theirs

Flip the standard email greeting. Instead of “Hi {{first.name}},” try starting with, “Hey, it’s {{your name}} 😊 here with something you’ll love.” This small change creates a more personal and approachable tone, setting the stage for better engagement.

2. Show You’re Paying Attention

Reference your audience’s last action. If they downloaded a guide, follow up with: “Loved that you checked out our guide on [topic]. Here’s what’s next to get even more value.” Showing you’re tuned into their journey makes your email feel custom-crafted.

3. Time It Right

Trigger emails based on key actions or events. Did they just attend your webinar? Send a recap within 24 hours. Timing signals attentiveness, which helps bridge the gap between automation and personalization.

4. Make It a Conversation

Invite replies by asking an open-ended question. For example: “What’s one challenge you’re working to solve this month? Hit reply. I’d love to hear your thoughts.” Two-way communication transforms emails into a dialogue, not a broadcast.

5. Add Personality Through Visuals

Use a GIF or a video thumbnail in your emails. A personal video greeting or a quick walkthrough not only humanizes your brand but also adds an extra layer of connection. Seeing your face or hearing your voice builds trust.

6. Don’t Over-Automate

Use automation to enhance follow-ups, not replace them. For high-priority leads, balance automated sequences with personalized check-ins. A well-timed manual email can make all the difference in building rapport.

7. Segment Smarter

Leverage automation for segmentation. Categorize your contacts based on their actions, behaviors, or preferences. For instance, segment leads who clicked on product links separately from those engaging with blog content to tailor future emails effectively.

8. Use the Power of Reciprocity

Give value first. Share a quick win or a resource upfront. Behavioral science shows that when people feel you’ve provided value, they’re more likely to reciprocate by taking the next step, such as booking a demo or replying.

9. Create Open Loops

Use the Zeigarnik Effect to keep them curious. For instance, tease insights: “Here’s part 1 of how [solution] works. Watch for part 2 in your inbox tomorrow.” Unfinished stories or content compel readers to stay engaged.

10. Gradually Deepen Connections

Start with short, simple emails, then increase their length and depth as your relationship grows. This mirrors how human interactions naturally progress, helping to build trust over time. Think of it like planting a seed. You don’t overwhelm it with too much water right away; instead, you nurture it gradually—just the right amount at the right time—so it has space to grow roots. Your audience is no different; giving them bite-sized value initially builds the foundation for a deeper relationship, where they’ll eventually want to hear more from you.

11. Share a Personal Anecdote

Let your audience see the human side of your brand. I remember a time at HubSpot when we needed to drive qualified leads fast—within two weeks. Instead of fixing underperforming campaigns, I focused on amplifying what was already working. By targeting users who had taken a meaningful action, like activating a key CRM feature, we launched the “Imported Contacts Campaign,” which delivered 50+ qualified leads monthly. The lesson? Automation works best when it’s grounded in human behavior, creating interactions that feel personal, relevant, timely and purpose-driven, just like your emails should.

12. Tap Into Emotional Intelligence

Focus on the emotions driving your audience’s decisions. Frame your messaging to reflect their aspirations, frustrations and values.

For example: “You’re busy, but you’re also ambitious. This tool was built for leaders like you to save time and accelerate results.”

The Final Word: Building Human Relationships Through Automated Emails

Automation isn’t the enemy, it’s a tool that, when used thoughtfully, can deepen connections and build trust. The secret lies in adding human touches that resonate emotionally and practically. Remember, emails aren’t just a way to communicate; they’re a way to connect. With these 12 strategies, your automated emails can feel personal, relevant and SUPER human. The question is: which strategy will you implement first?

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