Automation Tips From a Marketing Automation Expert

About this episode

Join Force24’s Product Expert Lead, Joe Allen, as he shares practical strategies for elevating your email marketing through smart automation. Drawing from real-world client experience, Joe breaks down how to build trust through consistency, unlock the full value of your data, and connect marketing with sales to drive conversions. Here’s what he had to say….

Top Tips for Smarter Email Marketing Automation

Looking to get more from your email marketing? Here are three proven ways to elevate your strategy using automation:

1. Use Automation to Ensure Consistency

Consistency is everything in email marketing. Many marketers fall into the trap of sending bursts of activity one week, followed by complete silence the next. This sporadic communication confuses your audience and damages trust.

Instead, build a clear, regular engagement plan – weekly updates, monthly offers, nurture journeys – whatever suits your audience best. Then use automation to schedule these in advance and keep your presence steady without becoming overwhelming.

Pro tip: Set up an automated welcome journey for new contacts instead of relying on ad-hoc campaigns. A planned sequence helps new subscribers get to know your brand, builds trust, and keeps them engaged from the start, all while saving you time.

2. Unlock the Power of Your Data

Marketing automation is only as smart as the data behind it. Segment your audience based on behaviour – who’s opening, clicking, or browsing, and use dynamic lists to focus on your most engaged contacts.

The goal? Make people feel known. Go beyond internal data segmentation and start using that insight to shape the experience, tailoring email content, messaging, and timing based on user actions and preferences.

Pro tip: Use first names, locations, interests, and past behaviour to personalise your emails. Dynamic genius blocks and custom subject lines based on user data can significantly boost engagement and click-through rates.

3. Connect Marketing with Sales Through Automation

Automation isn’t just for outbound campaigns, it’s just as important for what comes back. If someone clicks a key link, downloads a high-value asset, or requests a demo, make sure your sales team knows about it immediately.

Trigger instant notifications via Slack, Teams, or email, and push relevant data straight into your CRM. The faster your reps respond, the more likely they are to convert interest into action.

Pro tip: Automate internal alerts and CRM updates to keep your teams aligned. You can also integrate automated event invites and reminders to drive attendance and keep prospects moving along the journey.

Final Thought

Automation isn’t just about saving time, it’s about delivering smarter, more human customer experiences at scale. With the right setup, you can stay consistent, personalise meaningfully, and close the loop between marketing and sales.

Start small, iterate often, and let your data do the heavy lifting.