Let’s get back to basics! Email marketing automation is not marketing automation.
In a broad sense, marketing automation is a marketing technique, a concept that refers to the automation of repetitive marketing campaigns. Software that offers the functionalities to automate these tasks is called a ‘marketing automation tool’. It requires defining a set of predefined conditions in order to be able to launch campaigns.
Email is an important channel in a marketing automation strategy. Contrary to mass email marketing, marketing automation email enables sending automatically targeted emails (one-to-one), which are triggered by specific actions from your contacts (according to collected data, their actions and behaviors, etc.).
Email marketing automation will allow you to communicate the right message at the right time to the right client.
The different types of automated emails:
Emails triggered by a client’s recent action: abandoned cart email, product recommendations based on a recent visit, cross-selling opportunities following a purchase, etc. These messages have a commercial goal.
Emails triggered during the life cycle: anniversary email, post-purchase satisfaction survey, reactivation following inactivity, etc. The goal of these messages is to improve client experience.
Emails triggered following a transaction: welcome email, order confirmation, delivery information, etc. The goal of these messages is to reassure clients.