Email automation is a digital marketing strategy that involves using tools to automatically send emails to a predefined list of recipients based on specific triggers or criteria. The primary goal of email automation is to streamline and personalise communication with subscribers, customers, or leads, while also saving time and ensuring consistency in messaging.

Key features of email automation:

Triggered Emails:

Automation workflows are triggered by specific actions or events, such as when someone subscribes to a newsletter, makes a purchase, abandons a shopping cart, or reaches a certain milestone in their customer journey.

Email Segmentation

Email automation allows you to segment your email list into different groups based on factors like demographics, behavior, preferences, or purchase history. This enables you to send targeted and relevant content to specific segments.


Automation tools let you personalize the content of your emails, addressing recipients by their names and tailoring the message to their interests and behaviors. Personalization can significantly improve email engagement and conversion rates.

Drip Campaigns:

Drip email campaigns are a common use case for email automation. These campaigns send a series of pre-scheduled emails to subscribers over time, guiding them through a predefined journey. For example, you might send a series of welcome emails to new subscribers.

A/B Testing:

Email automation platforms often include A/B testing features, allowing you to experiment with different subject lines, content, and send times to optimize your email campaigns.

Analytics and Reporting:

Automation tools provide data and analytics on email performance, including open rates, click-through rates, conversion rates, and more. This data can help you refine your email marketing strategy.

Workflow Automation:

Email automation can be integrated with other marketing automation workflows. For instance, you can automate actions like adding subscribers to your CRM, tagging leads based on their email interactions, or notifying sales teams when a lead takes a specific action.


Autoresponders are a type of email automation that sends immediate responses to specific triggers, such as a “Thank you for your purchase” email after a customer buys a product online.

Email automation can be a powerful tool for businesses and organizations to nurture leads, improve customer engagement, increase sales, and build stronger relationships with their audiences. It allows marketers to send the right message to the right people at the right time, all while reducing manual effort.