Understanding Email Automation
Manually sending one-off emails to each customer and lead can easily become exhausting and inefficient. This is where automation comes into play. With email automation, you can write and design your welcome emails, weekly or monthly newsletters, promotional campaigns, and any other marketing email in advance, and schedule them to send at any time you want.
In addition to scheduling emails, many ESPs give you the option to set up triggers that start campaigns based on leads’ and customers’ actions or inaction. For example, if a lead opts in for a free piece of content on your site, you can set an email to automatically deliver that content to their inbox. Conversely, if a lead doesn’t take any actions with your business for an extended amount of time, you can set their inaction to trigger a cold lead re-engagement campaign.
Scheduling out your email content with automation ensures that all of your campaigns will run on autopilot, allowing you to focus on tasks other than sending one-off emails. And perhaps even better, these messages can all be written in a personal tone and delivered to a highly targeted audience to give your list relevant experiences instead of robotic ones.