Over-personalisation, driven by marketing automation, aims to create tailored experiences but often overlooks what truly matters: emotional connection. Automation can deliver the right message at the right time, but it lacks the emotional depth that builds genuine relationships. Brands relying too much on data forget that loyalty comes from trust, empathy, and authentic engagement, qualities rooted in creativity, not algorithms.
Emotional messaging can be powerful. It can tap into universal feelings that resonate with everyone. This makes personalisation unnecessary, as well-crafted stories based on shared human experiences connect with a broad audience on an emotional level without needing individual customisation.
- Over-personalisation risks eroding emotional connections with customers by focusing too much on data and automation.
- Marketing automation lacks creativity and can’t replace the emotional depth that comes from human engagement.
- Universal emotions in storytelling can resonate widely, making constant personalisation unnecessary.
- Creativity and storytelling should drive emotional connection, with automation serving as a tool to amplify reach.
The false promise of automation
Automation tools and personalisation experts have convinced marketers that technology is there to solve all their problems.
They offer the illusion of one-to-one communication, where data-driven decisions deliver perfect results. But while technology can help you segment and target, it can never create that emotional bond that customers expect.
Human connection isn’t something that can be automated. No matter how personalised a message might seem. As behavioural experts like BJ Fogg suggest, behaviour change requires more than just triggers, it demands motivation and an emotional connection. Fogg’s model emphasises the importance of tapping into core human emotions, which technology can only simulate, never fully replicate.
The challenge here is simple: being valued is a human emotion, not an automated one. While automation can provide convenience and efficiency, it cannot replicate the feeling of being truly understood and appreciated.
Personalisation with a purpose
Marketing should be about forming genuine, lasting relationships with customers. Yet, in the rush to automate, many brands forget that customers are people, not data points. Emotional bonding is essential, and forming these connections requires more than just data. This is where storytelling becomes critical. As storytelling expert Vecchiato points out, humans are wired for stories, it’s through stories that we connect, feel, and build relationships.
Brands that can weave emotional narratives into their marketing strategies are the ones that will stand out. Storytelling, not algorithms, is what captures attention and leaves a lasting impression. Automation can help get the message out there, but it cannot craft the message itself in a way that resonates on a deep emotional level.
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Automation can never be a substitute for creativity
It’s an inconvenient truth: many marketers look to automation to relieve them from tasks they should be doing themselves. Automation has become a crutch, focusing on dashboards and statistics, rather than creativity. But creativity, as Vecchiato and Fogg both emphasise, is where true engagement and loyalty lie. Emotional connections don’t come from a well-segmented email campaign or a perfectly timed ad, they come from brands that tell stories, build trust, and make their customers feel valued.
The beauty of creativity in marketing is that it taps into universal emotions, emotions that don’t need constant personalisation. Well-crafted stories, designed to evoke happiness, sadness, or even surpise or disgust, work their magic because they connect on a deeper, human level. These stories don’t need to be hyper-targeted because the emotions they convey already are. When automation is paired with creative storytelling, it amplifies reach, but the emotional core remains the same, building lasting relationships through shared human experiences.
So then what?
There’s nothing inherently wrong with personalisation. When done thoughtfully, it enhances the customer experience and makes people feel like a brand understands their needs. But marketers must remember that automation is a tool, not a replacement for human effort. Automation can help scale marketing efforts, but it can never replace the emotional connections that come from creativity, empathy, and storytelling. By using automation to amplify emotionally-driven, creative content, brands can create a seamless customer experience that feels both personal and authentic. The key is to let automation handle the mechanics, while creativity and human connection drive the heart of your strategy.Emotion in marketing automation?
To succeed in today’s marketing landscape, brands must go beyond data-driven strategies. This means using automation as a tool to support, not replace, the emotional storytelling that truly engages customers.
Start by identifying key moments in the customer journey where emotional connection matters most, and craft universal stories that tap into shared human experiences. When personalisation is used, ensure it complements, rather than overrides, the emotional core of the message. Brands that can find this balance, harnessing automation’s efficiency while letting creativity and empathy lead, will be the ones to build trust, loyalty, and lasting relationships with their audience.
How can June2O help you?
At June20, we believe in the power of personalisation, but we also understand the risks of over-personalisation. Our approach is simple: we help brands strike the perfect balance between automation and emotional connection. We help you focus on storytelling and creativity, backed by data, to build real, lasting relationships with your customers.
Reach out to June20, and let’s work together to create a strategy that prioritises emotional engagement over algorithms.
Biography
Tom Vanlerberghe
TOM VANLERBERGHE, strategist at June20, began his marketing career on the client side, working with notable companies such as Kursaal Oostende, Enfinity, Smartphoto, Flyer.be, Flyeralarm, and LensOnline. With over €1 million in marketing budgets under his management, he has successfully led and challenged international marketing teams across multiple continents.
Passionate about integrating online and offline strategies, Tom has a deep expertise in marketing automation, content marketing, and privacy. His extensive experience of over 15 marketing automation platforms makes him a versatile strategist who bridges creativity with technology.
