Email Marketing

Email Automation

What is email automation?

Email automation is the use of software to automatically send targeted and personalized emails to clients and leads, based on predefined workflows and triggers that automatically send targeted emails to specific recipients, leveraging specific behavior signals or interactions with your brand. This can include welcome emails, abandoned cart reminders, post-purchase follow-ups, and other types of messages designed to nurture leads and build relationships with customers.

What is the purpose of email automation?

Email automation enables marketers to streamline their communication with leads and clients, increasing efficiency, saving time, and ensuring the delivery of personalized, relevant content to each audience segment, improving engagement and increasing conversions. This is particularly beneficial when managing outreach campaigns to multiple buyer personas and target audiences across different regions.

How does email automation work?

Different email automation platforms exist, but they all operate around a similar concept: setting up a list of triggers based on certain lead behavior that makes the system automatically send them an email, or deliver a cadence. Depending on the function of a sales cadence or its audience, specific steps that require the least personalization can be automated to free up the capacity of sales teams.

Why is email automation important?

With B2B sales cycles being longer and involving multiple decision-makers, email automation can help keep leads engaged by sending targeted, relevant messages based on their position in the sales funnel. It can also save time and resources, allowing sales and marketing teams to focus on higher-value tasks.