While the automation process varies from one ESP to another, there are some universal steps to automating your email marketing.
Define Your Segments
Effective email marketing campaigns start with list segmentation. Use the data you have about your subscribers to group them. This allows you to create more personalized campaigns.
Design an Efficient Workflow
After segmenting your email list, it’s time to design a workflow. This is the series of emails to fulfill the objective of the campaign.
Determine the Right Triggers
Once you’ve designed your workflow, determine the triggers that will set off the following email in the sequence. Examples of triggers can include customers opening your email, clicking on a link, or not opening it at all within a predetermined time frame.