How does email automation work?

A Brief outline

Global connectivity has increased manifold in recent years with the rise of internet and cheaper access options. Almost every single person in this world has an online presence of some form. The most prominent of which is the email. Marketing firms and consumer-oriented businesses are always looking for ways to connect with more and more people and get their message out about newer products and services. A large number of service providers as well, are required to send a similar type of email to a large base of people (e.g.: Bill payment reminders, etc.). This is where ‘Email Automation’ comes into the picture. It allows us to send a similar kind of email with little to no changes to a large number of users or subscribers. This immensely reduces the resources consumed which would have then be used if we were to send those emails personally to everyone on the subscriber list. It is also one of the best-converting advertising platforms.

Generally, email automation is the process of automating the emails for delivery at a particular time. This time can be a specified time in future and it can also depend upon some pre-defined clauses including a response from a consumer or the beginning or closure of some specified period. Every single email automation tool works differently. Many firms provide solutions for email automation which are customized to the needs of the company. The basic workflow though, can be generally categorized as follows.

Addition of users

The first step involves adding the user to the database. This can be done in a lot of ways. The user can fill a form from some website or if the user takes a particular service then the information can be added, also the user can be prompted to join the newsletter once one of the firm’s services reaches the user. This way, we add users to the emailing database.


These users now are segregated into different classes based on their interests, choices and type of services they have opted for. This segregation can be based on a lot of parameters including the membership level of the user with the company. Current technologies provide enormous amount of data through modern analytics platforms the said segregation can be efficiently achieved.

Trigger Mech

After this, the sender or the marketer is required to create a template. This is the basic body of the email, furthermore the advertiser/sender needs to now set up certain rules and triggers that would prompt the system to send an email. For example, one can set a rule as, if a person does ‘sign in’ for a website then ‘send verification email’. These rules and triggers govern the amount of emails per day, the time gap between them and also the number of users the email is sent to. After the rules have been set, the automated emails are said to be in work.

Email automation has percolated in every sector where companies are required to manage their customer base and it has thereby given rise to a plethora of firms offering specialized automation services.