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Automated emails are pre-scheduled messages sent automatically to subscribers based on specific triggers, time intervals, or user actions. They enable marketers to deliver personalized, timely communications at scale without manual intervention, forming the backbone of modern email marketing strategies.
Automated emails generate 320% more revenue than non-automated emails on average. They save significant time by eliminating manual sending while ensuring consistent, timely communication with subscribers. Automation enables true personalization at scale - sending the right message at the right moment based on individual behavior. This leads to higher engagement rates, improved customer retention, and better ROI from your email marketing program.
Email automation relies on triggers and workflows defined within an email service provider (ESP) or marketing automation platform. When a subscriber takes a specific action (like signing up, making a purchase, or abandoning a cart), the system automatically sends the corresponding email sequence. Marketers set up rules that determine which emails to send, when to send them, and to whom. The automation engine then monitors user behavior and executes the workflow in real-time.
The terms are often used interchangeably. Technically, triggered emails are a subset of automated emails - they fire based on specific user actions. All triggered emails are automated, but automated emails can also include time-based sequences that do not require a user trigger.
Start with the essentials: welcome sequence, abandoned cart recovery, and post-purchase follow-up. These three workflows typically generate the highest ROI. Add more automation as you learn what resonates with your audience.
Not when done correctly. In fact, automated emails often have better engagement rates than batch campaigns because they are timely and relevant. However, sending to invalid addresses can damage deliverability, so verify your list before setting up automation.
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