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We live in a world where people have a hard time paying attention. Everyone is frazzled and overwhelmed to the point that their hands are on the delete key.

It’s a natural and understandable instinct. With more technology and convenience, we can use automation and transactional platforms to fill people’s inboxes to the brim.

Recipients have to figure out what is the signal and what is the noise. It’s a low ratio, thus, the natural survival skill is simply to ignore or delete most messaging that is not personal.

Automation can be lazy many times. Using triggers, templates and targeting scripts to save time can feel like savings, however, if most of your automation is being ignored, then why create such waste? It doesn’t work as well.

Part of this is that you may not dial in the timing, nuanced message and process flow to be frictionless and natural. That takes a lot of focus, study and care.

The other part is that there’s a big difference in having a conversation one-on-one with someone and simply broadcasting sales messages, transactions and updates. In the former case, you have cost. You handle other people with care in your words, interactions and mannerisms and they respond in kind.

In the latter case, you can easily miss without the feedback natural relationship building entails.

There are organizations that do automation extremely well. They use AI and have armies of designers, coders and UX people studying how you interact with their store, brand and messaging.

If you are small, can you apply that much resource consistently?

The better strategy is to build and maintain trust through relationships. Don’t do mass. Make every touch count in your communications and way you do business. That stands out when there’s an inbox filled with hundreds of transactional and automation messages.

People respond to people and this is important to remember when we are out there making connections and seeking to do business. Applying automation in a flow that demands personal connection simply misses the opportunity.

How can you get more relational and selective with your interactions?