As technology progresses, the need for human involvement in day-to-day manual tasks is marginally decreasing and the same applies for email marketing.
It has always been a standard practice to send out marketing material via emails manually, which, let’s be honest, is at the least inefficient and not sustainable for your business’s long-term growth. This has all changed in the past 5-7 years, since email marketing automation emerged.
What is Email Marketing Automation?
In simple terms, email marketing automation is a process of automatically sending emails to your subscribers/customers in response to certain triggers.
As a marketer it's up to you to choose what customers’ behavior/actions should trigger those emails to be sent. The content of those emails is also dependent on several factors, with one of them being the nature of the customers’ actions which triggered that email to be sent.
The simplest example of email automation would be: as a user visits your website for the first time, he/she subscribes to your newsletter by leaving his/her email address, after which a welcome email is sent out.
These days there are dozens of Email Automation tools, but you as a businessman or a marketer should pay attention only to those, which offer the below listed absolutely crucial to have features:
Sends automatic welcome emails once the visitor has subscribed to the newsletter or has created an account on your website
Sends automatic emails triggered by customers’ behavior, such as repetitive browsing through the same products or abandoning a cart
Sends post-purchase order confirmations and shipping notifications
Create timed-based triggers to re-engage customers who are inactive
Read the full article on the Spiralytics Blog: Email Marketing Automation Strategies