The Basics of Email Marketing Automation


Thousands of businesses around the world depend on email marketing to reach out to their clients and build on leads. Email marketing automation is the process by which the whole email marketing process is compartmentalized and simplified in an easy manner.

This article covers the basics of email marketing and how it can help you grow your business exponentially instead of doing email marketing the old-fashioned way. You will also learn how email marketing automation works.

Why Use Email Automation For Marketing?

To understand why you should use email marketing you need to know what it is. In the simplest terms, it is a software system that can be scheduled to send emails and newsletters to assigned lists at scheduled times. This basically allows you to plan ahead for the feature and set up email marketing campaigns weeks or even months ahead.

Most email automation software allows website analytics to be utilized in the automation process which allows for better lead targeting. This happens because you get the chance to customize the emails according to the website analytics that helps you narrow down different customer demographics.

Benefits of Email Marketing Automation

Now that you know why you should use email marketing, here are a couple of ways that email marketing benefits your business:

  • Freedom to customize any way you want: According to an online study, 90% of potential customers prefer customized emails. By integrating data from web analytics you can do just that for individual customer demographics.  This can increase your website clickthrough rates by up to 11%.
  • Increases the efficiency of your marketing efforts: Email marketing automation allows your marketing team to be more efficient. The time saved in identifying leads and individually reaching out to them can be better used for other marketing efforts such as social media branding and lead mining.
  • Improves retention: When you impress potential leads and existing customers with targeted emails, it also improves the retention rate of your customers. New customers are more likely to shop a second time while long time customers exhibit strong brand loyalty.
  • Can be scaled alongside your overall marketing strategy: Another big benefit of email automation is that it can be easily scaled according to the size of your operations. This makes them viable for businesses of all sizes.

How Does Email Marketing Automation Work?

The way email marketing automation works is by triggering an action from the user and then following up on it through subsequent user actions. In most cases, the first trigger occurs when a customer provides their email address for newsletter or free offers.

This starts the chain which keeps continuing based on the user’s response to the first email. Let’s say the email contains recommendations to similar items browsed by the user the last time he/she spent on your website. If the user checks the recommendation link further email recommendations or discount offers are sent to encourage them to buy.


Hopefully, this article was helpful for you to understand email marketing better. There are no drawbacks to using them, so you should definitely give them a try if you haven’t already. 

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