Marketing automation in email marketing refers to the use of technology and automated processes to enhance the effectiveness of email marketing campaigns. Pre-defined triggers and workflows are set up to automatically send targeted and relevant email messages to subscribers based on their behavior, interactions, and preferences. This approach can also automate contact management. It helps you nurture leads, engage customers, and increase conversions by delivering fitting content at the right time.
In the Marketing Automation menu, you can easily create and manage automations.
Automations can serve various purposes:
- Contact Maintenance - Cleaning contacts, automatically creating address segments, or changing contact statuses.
- Campaign Sending - Automated sending of email campaigns.
- Trigger - A condition or state that must occur for an automation to be executed.
- Segmentation - Restricts the application to a specific address segment.
- Action - The step taken when the defined condition occurs.
- Execution - Determines the timing of the action.
To prepare campaigns for sending, follow these steps in the Send Manager:
- Set contacts to "Contacts via interface or automations."
- Set the sending method to "Rolling delivery."