The term Email Automation gets tossed around a lot in marketing conversations, usually with some vague promise of “doing more with less.” But if you’ve spent any time actually building email programs, you know that real value comes from using automation well, not just using it at all.
With all kinds of automation tools and features available in the market, it can be tough to know which ones you should consider in your email program. So we pulled together a short list of automation strategies and tactics that can help you send smarter, more relevant emails without babysitting every send.
Here are six automation practices worth considering.
1. Welcome Series Automation
That first email after someone subscribes? It’s doing a lot of heavy lifting. And it should. But instead of cramming all your messaging into one overly ambitious welcome email, a short, automated series lets you ease people in.
Use the series to introduce your brand voice, set expectations, and provide value early on, whether that’s product recommendations, educational content, or a new subscriber discount. Done right, a welcome series builds trust before you ever ask for an action.
2. Behavior-Based Triggers
This is where automation starts to earn its name. When someone clicks a product, abandons a cart, or watches a video, those are moments you can respond to with automatically triggered email messages.
The idea isn’t to be intrusive (we know what you just looked at!), just relevant. A follow-up email that feels like, “Hey, we noticed you were interested in this, want to take another look?” Or “Here’s a discount, in case you were still interested.” can drive more engagement than a generic blast. It’s thoughtful. It’s timely. And for many companies, it works.
3. Dynamic Content Blocks
One email, multiple messages. That’s the promise of dynamic content. With this feature, you can tailor sections of an email based on who’s receiving it.
New customer? Show them onboarding tips. Returning customer? Hit them with related products. One email build, multiple experiences. Not only does it save you time, it also makes your emails feel like they were written for one person, not a list.
4. Predictive Sending
Timing is everything, right? Predictive sending uses machine learning to figure out when each individual on your list is most likely to engage, and sends your email at that time.
That means less guessing, fewer emails getting buried at the bottom of the inbox, and better performance without changing your content. And while it sounds technical, some ESPs now bake this in with just a checkbox.
5. Re-Engagement & Win-Back Flows
Over time, every marketing list includes a segment of unengaged recipients and non-responders. Automated re-engagement messaging can target subscribers who haven’t opened or responded in a while, with messages designed to rekindle interest. This provides an opportunity to either re-engage, decide certain recipients belong in a long-term unengaged list, or remove them from your list entirely.
These kinds of campaigns can help with list hygiene, improve deliverability, and boost overall performance.
6. Multi-Channel Journeys
Email is great. But sometimes, you need to reach your audience across channels. Many marketing platforms now let you create workflows that integrate email with SMS, push notifications, or even social ads.
Say someone ignores your email, no big deal. Your automation can follow up with a text message or display ad to keep the conversation going. It’s not just about being on multiple channels; it’s how those messages work together to drive your messaging home.
Where Automation Really Pays Off
These aren’t just fancy features for big-budget teams. Many email marketing platforms offer versions of them, and you don’t have to be a technical wizard to put them to work.
Start with one or two that line up with your current marketing goals, test them, and evolve from there. Email automation isn’t about doing less work; it’s about taking various manual tasks off your plate, giving you more time to strategize and optimize performance.
Check out another article we wrote; 7 Interactive Email Ideas to Boost Engagement, or browse the full OPTIZMO blog for more tips.
