Automated email is a core component of marketing automation platforms, and with great reason. Automating your email is much more than scheduling messages to send when nobody’s at the computer. With email marketing automation, you can trigger workflows based on specific user actions ranging from signing up for your newsletter to abandoning an online shopping cart after putting items in it. Depending on the trigger action — and the user’s profile — anything from a simple email send to an adaptive content campaign can be set into motion.
As customers move through their buying journeys, your automated email tools move with them. Newly segmented mailing lists can be auto-generated based on new user data. The content and timing of email campaigns can be changed when users change their preferences, and as they pass through the marketing funnel.