What is email automation? Key benefits explained

Can you put your company’s email marketing on autopilot and still achieve targeted results?

The answer is yes!

Email automation refers to the automated process that sends out automatic emails to both new and existing customers based on their behavior and customer data.

These emails can be set up to automatically send to specific customers at specific times, helping to reignite their interest when it makes the most sense.

The different purposes of email automation

Email automation is often used when potential customers, also called leads, sign up for a company’s newsletter and thereby join the mailing list.

At this moment, the customer is most interested in what the company has to offer. An automated “welcome email” can help maintain this new interest by providing a welcome letter with relevant information and a clear overview of the company’s offerings.

Activating both new and existing customers

Welcome emails are tailored for new customers who have just signed up for a company’s newsletter. However, it’s not only new customers who can benefit from email automation.

A business can also set up automatic emails for inactive customers, or for customers who, for example, have a shopping cart full of items on a webshop but haven’t completed their purchase.

Here, an automated email based on this action can serve as a reminder of the incomplete purchase and reignite the customer’s interest.

Advantages of emails on autopilot

• Your customers receive tailored emails that capture their interest at the right time.
• Emails can be sent automatically without requiring your direct involvement.
• Email automation can serve multiple purposes, activating customers in different ways.

Email automation is thus a simple and easy way to activate customers based on their actions with your business, offering many advantages.

Learn more about email marketing in my guide here.

Whether your business is large or small, or no matter what you specifically offer, all companies can benefit from maintaining customer interest at exactly the right moments.