What Most Businesses Get Wrong About Automation

By Chris Johnson, Lifecycle and Retention Strategist

What Most Businesses Get Wrong About Automation

When most businesses think about automation, they picture saving time, cutting costs, and letting software do the hard work. That’s true in part. But in trying to automate everything, many brands miss the bigger picture. And when they do, they lose more than just money. They lose customer trust.

Here’s what most companies get wrong, and how to make it right.

1. They automate before understanding the journey

Automation should support the customer experience, not replace it. Many brands turn on welcome emails, cart reminders, or review requests without thinking about what the customer actually needs at that moment.

How to fix it: Start by mapping out the full customer journey. Figure out what your customers want at each stage. Then use automation to deliver helpful, timely messages. The tech should help you scale what’s already working, not guess blindly.

2. They treat every customer the same

If every person gets the same message, you miss the chance to connect in a meaningful way. Someone browsing for the first time has different needs than someone who just made their third purchase.

How to fix it: Segment based on behavior. Look at things like email clicks, purchases, and site visits. Then build automated flows that speak directly to what each person cares about. Relevance is key.

3. They forget that automation still needs a human touch

People can tell when a message feels cold or robotic. Automation should not sound like a robot. It should sound like you.

How to fix it: Write like a person. Add personality. Use first names, mention past purchases, and talk like a human would. Automation should help your brand feel more personal, not more distant.

4. They build it once and never look back

Some brands treat automation like a checklist item. They build a flow once and never test or update it again. That’s a missed opportunity.

How to fix it: Check your numbers often. Are people opening your emails? Are they clicking through? Use this data to improve subject lines, swap out images, or update offers. A good flow today might fall flat tomorrow if you ignore it.

5. They focus only on sales

If every automated message is just a sales pitch, people will tune out. Customers want value, not just deals.

How to fix it: Mix in helpful tips, how-to guides, and fun content. Your post-purchase flow shouldn’t just ask for another order. It should help customers enjoy the product they just bought and get the most out of it. A little care goes a long way.

Key Takeaways

Mistake	How to Fix It
Automating too early	Understand the journey first
One-size-fits-all flows	Use behavior-based segments
Robotic tone	Add a personal voice
No updates	Review and improve regularly
Always selling	Provide value beyond the offer

Want help fixing your automations?

If you're not sure where to start, or if your current flows aren’t delivering results, I can help. I’ve worked with brands across wellness, beauty, and CPG to build email and SMS systems that drive long-term growth.

Reach out to book a free audit and I’ll take a look at your current setup, give you clear feedback, and show you exactly where to optimize. No hard sell. Just honest advice from someone who does this every day.

Chris Johnson is a retention strategist who has helped subscription brands in wellness, CPG, beauty, and beyond grow through smarter email and lifecycle automation. He builds full retention systems inside Klaviyo, Braze, and Iterable.