Email automation means sending email marketing campaigns automatically, triggered by specifically chosen events or actions. Email automation works best to answer customer needs, react to customer actions and engage at planned times for maximum effectiveness.

Some marketing tactics made possible by email automation are:

• Welcome emails when someone registers on your site
• Fighting cart and browse abandonment
• Reactivation / win-back campaigns
• Upsells and cross-sells
• Feedback gathering
• Content drip campaigns
• Personalized rewards for loyalty

The power of email automation is in its relevance and timeliness – emails are only sent in response to something the customer did, or at a specific time. This makes the engagement a lot more meaningful – it’s not just blasting promotions every day. It feels more natural, more useful and thus it’s better perceived by the recipients who see the point in this communication and react better to it. Of course, email automation also helps your marketing team to stay on top of everything that’s happening without missing opportunities.