The use of triggers and workflows to send email messages automatically based on timing, behavior, or customer data.
A scalable way to deliver relevant communication throughout the customer journey.
Short and sweet:
The use of triggers and workflows to send email messages automatically based on timing, behavior, or customer data.
A scalable way to deliver relevant communication throughout the customer journey.
See also: Marketing Automation, Drip Campaign, Lead Nurturing
Email automation sets up messages to send automatically based on a trigger, like signing up, abandoning a cart, or reaching a certain date, rather than requiring a person to manually click send each time a qualifying action occurs. Once configured, it keeps working continuously in the background, reacting to individual subscriber behavior in real time rather than waiting for the next scheduled newsletter. Because these automated flows often account for a large share of total email revenue relative to the time invested building them, they’re typically treated as some of the highest-leverage campaigns in an email program.
An online store using Klaviyo can set up email automation that fires the moment a shopper abandons their cart, sending a reminder within the hour rather than relying on someone to notice and follow up manually.
Birthday discount emails are a simple, common example of this kind of triggered system, sent automatically by a customer’s saved birthdate rather than a marketer manually checking a calendar each day.
SaaS companies rely heavily on this same technology during onboarding, sending a new user a series of tips over their first two weeks without a single employee lifting a finger after the initial setup.
