Leverage automation in your marketing.

Top tips: How to leverage automation in your email and SMS marketing to reach target audience

In today’s digital marketing, businesses need more than just good content they need smart delivery. That’s where our email and SMS marketing automation comes i

When used strategically, automated messaging can create meaningful connections at scale, nurture leads, boost conversions and deliver a serious return on investment

At Prodocom, we specialise in empowering Australian SMEs with a fully local, onshore marketing automation platform, trusted by over 4,000 businesses across the country

Below, we’ve compiled our top tips on how to use email and SMS automation to increase your marketing impact and drive better results

1. Use personalisation to build real connections

Automation should never feel robotic. The most effective automated campaigns are those that use personalisation not just to address customers by name, but to speak directly to their interests, needs and pain points. The more relevant your message, the higher the engagement. Use your customer data to tailor messaging around their business challenges or behaviour. It’s this kind of tailored experience that builds trust and loyalty

2. Don’t automate for the sake of it, automate for opportunity

Too many businesses fall into the trap of sending repetitive, predictable emails. But routine can easily lead to invisibility. Instead, use marketing automation to scale relevance. Mix up your messaging, surprise your audience and inject personality into your communications. When done right, your automation platform becomes a tool for sparking interest, not just pushing out content.

3. Focus on solving problems, not just driving clicks

Your prospects don’t just want information, they want solutions. Use your automation flows to respond to common challenges and pain points faced by your target audience. Whether it's a series of helpful tips, how-to or relevant industry insights, make sure each message delivers value. This positions your brand as a helpful guide, not just another voice in the inbox

4. Lead with value, not just conversion goals

Yes, conversions matter. But they come more naturally when you lead with value. Create content that’s so useful it gets shared across teams. Avoid relying solely on AI to generate your emails, use it to assist with ideas, insights and timing, but keep your messaging human and on brand

5. Build campaign flows, not one-off blasts

Set up personalised flow campaigns with at least three emails or SMS messages, each focused on a single benefit or pain point. Short, focused messages are more likely to be read and remembered. Frequency, when done with precision, improves performance

6. Go deeper with personalisation

Move beyond basic name insertions. Use behavioural triggers and dynamic content blocks to personalise based on user actions, preferences and product interest. This level of automation turns your platform into a high converting, human like touchpoint

7. Leverage AI to identify and address key pain points

AI is a powerful addition to your marketing toolkit, especially when trained to spot emerging business challenges within your target market. Use it to shape messages that feel timely and relevant, positioning your business as the ideal solution

Pro tip: Let AI work as your second brain, not your content creator. Keep your brand voice front and centre

8. Optimise for deliverability and human interaction

Ensure your automated emails don’t end up in the spam folder. Understand your audience’s hosting platforms and optimise accordingly. Ask for a reply in your first automated message, this improves deliverability and opens the door to real conversations

9. Trigger emails based on behaviour, not just demographics

Activity based segmentation leads to higher engagement. Trigger messages based on actions like site visits, content downloads or past behaviours in campaigns to ensure your messages hit when they’re most relevant

10. Regularly test and refresh your automation sequences

“Set and forget” doesn’t work in modern marketing. Routinely test subject lines, preheader, content structure, send times and messaging tone. If it sounds scripted, your audience will tune out.

11. Expand prospect profiles to power smarter automation

Enrich your contact data using techniques like B2B2C matching and behavioural insights. The more you know about your audience, the more relevant and personalised your automation will be

12. Map emails to the customer journey using empathy

Use emotional and behavioural insights to guide your content. Understand what your customers are going through professionally and emotionally at each stage of their journey and map your messaging accordingly

13. Make email part of a larger engagement strategy

Your automation doesn’t operate in isolation. Connect it to your broader marketing ecosystem: retargeting ads, social media, dynamic site content and in-app messaging. The goal is a seamless customer experience across channels.

Why choose Prodocom

We’re proud to be Australia’s leading local, onshore platform for marketing automation, offering email, SMS and multichannel communication tools built for real results

Established in 1997 and trusted by over 4,000 clients over all industries, Prodocom gives you enterprise grade power with personalised support from a team with real experience, who understand the local market

Ready to increase ROI through smarter email and SMS marketing
Get in touch with us to discover how the Prodocom automation platform can help you achieve your goals.