Expanding the Use of Automation for Email Marketing

Chapter 4 of Communications Strategy in Email Marketing

Marketing automation technology can greatly benefit email marketing programmes by facilitating the delivery of relevant, highly personalised messaging at scale. This chapter looks at how to fold automation into a communications strategy.

By Kath Pay

6 minute read

Automation can allow brands to deliver email campaigns using highly personalised, relevant messaging, at scale. This chapter explores how marketers can build an automation strategy into their email programmes. It covers:

Strategy aims: Automation can help marketers maintain email frequency. What is the best way of keeping messaging relevant to avoid unsubscribes?
Triggers: Triggers can be based on any trackable event in a customer journey – what are some of the most popular types?
Benefits: Automation will have different uses for a brand depending on its overall business aims. How have the expert contributors to this research used automation to achieve success with their email campaigns?