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Email marketing

Email Automation

Email automation is the use of triggered, rule-driven sequences to send the right email to the right contact at the right time, without manual scheduling.

Email automation covers everything from a simple welcome email after sign-up to multi-branch workflows that adjust based on contact behaviour. The triggers can be lifecycle events (sign-up, first purchase, anniversary), behavioural (page visit, cart abandonment, link click), or time-based (90 days inactive).

A robust automation system runs on a durable workflow engine. Delays of days or weeks must survive worker restarts and platform deploys without losing enrollments. Steps that fail (a temporary SMTP outage, a tag-application error) should retry rather than break the entire workflow.

The biggest practical mistake is over-automation. Most lists do not have the volume or behavioural data to power 15 branching workflows; they need one good welcome sequence, one good cart-recovery sequence, and one good re-engagement sequence. Add complexity only when each existing automation is fully optimised.

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Related terms

  • Drip Campaign

    A drip campaign is a sequence of pre-written emails sent automatically over a fixed schedule after a trigger event such as a sign-up, purchase, or behavioural milestone.

  • Abandoned Cart Email

    An abandoned cart email is an automated message sent to a shopper who added items to their cart but left the site without completing checkout, designed to recover the sale.

  • A/B Testing (Email)

    A/B testing in email is the practice of sending two variants of a campaign to small subsets of your list, measuring which performs better, then sending the winner to the remainder.

← Drip CampaignOpen Rate →

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