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4 basic steps to approach a marketing automation and personalisation project

30 March 2023 Comments Off on 4 fases básicas para abordar un proyecto de automatización y personalización del marketing

The first step before starting a marketing automation and personalisation project should be to establish a working method. The proposal we make at Digital consists of establishing objectives, implementing initiatives, testing and measuring results.

OBJECTIVES: It will be a matter of establishing what objectives we want for each type of user or segment of our database.


INITIATIVES: With the objectives set, the next step will be to define the initiatives we will develop to achieve these objectives. These initiatives will have to be developed taking into account the automation of sending processes (sending flows), the design and the contents of the email.

  • AutomationThe great advantage of an automated system is that it allows the deployment of a system of contacts that would be unfeasible manually. Any automation initiative will necessarily go through four stages:
    • 1) Designing a contact map
    • 2) Pre-production implementation
    • 3) Testing
    • 4) Implementation in production
  • The most difficult phases are the first (requiring a certain amount of visual abstraction) and third (requiring great attention to detail and foresight). The second and fourth phases have a more technical component of implementation in the concrete marketing solution, which is less difficult but can be more time-consuming.
  • Design: For each of the touchpoints The emails that emerge from the first phase of automation will have to be designed taking into account the objectives of each phase. It will also be key to introduce persuasive elements in the emails, both in the copies as well as in the way information is presented.

  • Content: This point refers to the creation of, on the one hand, a library of contents (images and texts), and on the other hand, an agile and automated system for the inclusion of these contents in the emails that each user will receive (personalisation).

TESTEO: Once the initiative has been implemented, the different elements in play will be tested (sending times, frequencies and sequences, topics, contents, etc.).


CONTROL: The KPIs will provide an account of how well the initiative and its different variants are working and will justify in each case the revision of the initiative.