Marketing automation is now part of the arsenal of companies that want to gain efficiency without sacrificing the human touch. However, when starting out, this concept can seem vague, even intimidating. Where to begin? Which tools to choose? And above all, how not to turn your communication into an unfeeling robot?
More than 79% of companies using marketing automation report an increase in their qualified leads within six months (source: Invesp, 2024). However, most small businesses and freelancers are still hesitant to take the leap. Lack of time, fear of doing it wrong, confusion about the tools.
This article helps you clarify your thoughts by providing you with a concrete method tailored for beginners before you get started. The goal is to set up your first automated workflows while maintaining control.
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Marketing automation: common misconceptions to forget right away
Before going further, we need to dispel a few well-known traps. Because starting marketing automation on a poor foundation is a waste of precious time.
No, it’s not just for large companies
Long perceived as a technology reserved for large structures packed with tools and developers, marketing automation is now widely accessible.
Platforms like MailerLite, Systeme.io, or Brevo have democratized this practice by offering intuitive interfaces, often in freemium, perfectly suited for small teams and freelancers.
Even with a list of 300 contacts, you can set up simple and effective automated scenarios, such as a welcome sequence or a soft follow-up after a cart abandonment. According to Statista, 63% of European SMEs use at least one form of marketing automation in their processes.
Intelligent automation does not forget the human element
This is the number one objection: “ I don’t want to lose the connection with my clients. ” Yet, it’s quite the opposite.
By automating some repetitive tasks such as registration confirmations or appointment reminders, you free up time to create quality content, respond attentively to your prospects, or refine your message. Automation does not replace humans; it amplifies them.
1 – Conduct a simple audit of your current processes
Before rushing to the tools, start by observing what you are already doing. This step is often overlooked, yet it is crucial.
What are you already doing manually that could be automated?
Open a notebook, Notion, or Trello, it doesn’t matter… List all the recurring marketing actions you perform each week or month.
For example:
- Send a welcome email
- Post the same announcement on multiple channels
- Manage registrations for your events
- Follow up on abandoned carts
Ask yourself: am I doing the same task more than three times? If the answer is yes, there’s a good chance it can be automated.
Next, categorize them by complexity. Some tasks such as automatically sending a PDF after registration can be set up in 30 minutes with Zapier or Make. Others, like a complete sales funnel, will require a bit more thought.
Keep in mind that the goal is not to automate everything at once. Start with a single high-impact action. The rest will come.
2 – Choose a simple tool and master it 100%
You have your list of repetitive actions? It’s time to choose your companion on this journey.
Mailchimp, ActiveCampaign, Klaviyo: which one for whom?
Not all marketing automation tools are created equal, especially when you are starting out. Here are three solid options, to choose based on your profile:
- Mailchimp: perfect for beginners who want to test email automation without coding. The interface is pleasant, and simple scenarios can be set up with drag-and-drop. Disadvantage: the free version is quickly limited.
- ActiveCampaign: more robust, with a true automation engine based on user behavior (clicks, visits, tags, etc.). Very useful if you already have a small CRM or an online store.
- Klaviyo: designed for e-commerce. It natively integrates with Shopify, Magento, or WooCommerce, and offers powerful scenarios for cart abandonment, retargeting, or dynamic personalization.
Tools like Brevo, Systeme.io, or ConvertKit are also excellent alternatives if you are looking for affordable, French-focused solutions centered on the essentials.
The 80/20 rule to avoid wasting time
Rather than exploring all the features of a tool right from the start, apply the 80/20 method: focus on the 20% of features that deliver 80% of the results.
To start, here are the key functions to master:
- Creating forms
- Basic segmentation (by interests, by source of registration…)
- Simple scenarios (welcome sequence, follow-up, birthday)
Forget lead scores, dynamic tags, or complex integrations. You’ll discover them in due time.
3 – Create your first automated funnel step by step
You have a tool, you have ideas. It’s time to build your first automated funnel. And no, it’s not a term reserved for marketing pros.
The simplest funnel in the world that converts
Here’s a classic scenario, ideal for any beginner who wants to create an effective funnel in one hour:
- A visitor arrives on your website and downloads a free bonus: PDF guide, checklist, access to a webinar…
- He enters his first name and email in a form
- He automatically receives a welcome email with the link to the bonus
- Three days later, he receives a second email with additional content
- A week later, you offer him a deal or a discovery call
This small five-step funnel is incredibly effective. It captures, nurtures, and then converts. And all without any manual intervention.
What you need to write and what the tool will do for you
What is your responsibility: writing messages, reassuring, attracting, and informing. You need to speak as if you are writing to a real person, not to an anonymous “prospect.”
What the tool handles: the sending, the timing, the conditions (if opened, if clicked…). It works while you sleep, provided you have fed it well.
You can enrich this funnel over time with A/B tests, personalized redirect pages, or even CRM integrations. But for now, start simple. And start now.
4 – Stay agile and don’t get trapped by technology
The classic mistake of motivated beginners is wanting to automate everything too quickly and too far.
Why not everything should be automated
Some actions must remain human: responding to a delicate comment, following up with a strategic client, calling a prospect for a high-value project.
Beginner marketing automation is a way to free up time, not to extricate yourself from your profession.
And above all, do not become a slave to your automations. Measure what works, remove what becomes unnecessary, always keep control. A good workflow is a living workflow. Test, adjust, improve. Don’t seek perfection, but adequacy.
Marketing automation and GDPR: what beginners need to know
If you collect data, you are concerned. Marketing automation does not exempt you from adhering to data protection rules. For beginners, this means:
- Setting up checkboxes for explicit consent
- Clearly indicating why you are collecting data (opt-in)
- Offering an unsubscribe link in every email
Tools like Brevo, Mailchimp, or ConvertKit facilitate this compliance with built-in templates. But the responsibility remains yours. Don’t neglect that poorly framed automation can harm your image and legality.
Building effective scenarios
A good marketing automation scenario always starts with a clear intention: to inform, convince, or follow up. For beginners, there’s no need to seek complexity.
Cart abandonment is still a classic. A simple reminder email, followed by a second one with an incentive offer, can be enough.
Lead nurturing addresses lukewarm prospects. A series of value-added content allows them to build trust. Finally, an onboarding scenario helps welcome a new client or subscriber, step by step, without overwhelming them with information. The important thing is to remain human, relevant, and not to send everything at once.
Common traps to avoid when starting marketing automation
Finally, three classic traps deserve your attention:
- Trying to do everything from the start. A good beginner marketing automation strategy starts small.
- Neglecting content. No matter how powerful a tool is, it will never replace a poorly written message.
- Forgetting about analysis. Automation without tracking results is like sending bottles into the sea.
Keep these traps in mind and you will gain efficiency and coherence.
Initia.ai, the solution designed for those starting out without sacrificing impact
If you have read this far, it means you are ready to take action. Initia.ai supports you in structuring a tailored marketing automation strategy, even without technical experience.
The agency designs simple, educational, and effective funnels while respecting your tone, values, and goals. A real boost for creative minds who want results.
