by Sarah Kelleher 
Marketing Automation opens up a whole world of new possibilities for digital marketers, especially when it comes to email. But there are so many potential pitfalls that can make your marketing emails seem impersonal, spammy or just bad.
One of the best tips out there and one I say at least once a week is ‘Start Slowly’. Don’t try and do everything at once, because you’ll only end up spreading yourself too thinly and making a mistake somewhere. Build a simple, targeted, effective campaign to begin with and then build on it once you have some results and you’re comfortable with the setup.
Marketing Automation is incredibly powerful, so make sure you’re making the most of it.
It’s tempting to jump in headfirst and try to reach hundreds of thousands of leads through every channel possible. However, you’ll have better success starting with a smaller audience and learning how your lead conversion flows. Once you learn how to interact with that smaller audience in a way that feels personal, only then should you expand into a larger audience or new channels.