Word of the week: Email automation

Email automation is the process of systematically sending emails to prospects based on specified logic. Offered with several marketing automation tools and email service providers, email automation allows marketers and content creators the ability to stay in touch with prospects based on set time periods or activity taken. Auto responders, emails sent after an engagement activity, allows for contextual communication at the most relevant moment. Drip email programs can send a series of emails spaced over days or weeks. The key with email automation is to provide the most relevant content for prospects at appropriate intervals. When done correctly email automation can be a highly effective lead generation and engagement tool that runs by itself.

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