We’ve written previously about regular email newsletters and even standalone one-off campaigns that you create and send to a whole list of people in one go with a call to action (CTA).
This differs from using email automation as with this the campaign is set up once only and then it automatically is sent to relevant email data when that data meets a defined CTA.
So lets show an example of email automation, say if someone signs up to download a brochure from your website and in the form you use it asks them to categorise their business, say Manufacturing, Service, Charity. Whichever category they choose ensures that they get a specific set of emails relevant for that sector they have chosen, so if they ticked the manufacturing box then the email would be relevant to that and contain information and more CTA’s that they are more likely to want than for example you sent them a generic email. Of course you could do all this the old fashioned way and identify each sing up then write a new email relevant to them but this would be really time-consuming to manually create and send an email campaign to every person when they sign up; so instead, you set up an automated welcome email that gets sent whenever a new person joins your list relevant to the category they choose.
The real winner with email automation as far as we’re concerned is that the automated email campaign is setup once, as people reach those CTA’s the system send the email without you having to do anything, email automation in action – it really is that simple.