Email automation, the programmed sending of prepared emails based on some trigger event, has been around for several years now.
It originally fell within the purview of marketing automation platforms (e.g. Hubspot or Marketo), but more recently, has become integrated into even the low-cost email platforms (e.g. EMMA or MailChimp).
Here’s an example of how it might work… let’s say you send out a monthly enewsletter to your sales database. Inside the email is a link back to a blog post about Product Testing on your website. Pretty standard, right?
Now imagine that everyone who clicks on that link is automatically sent a second email 3 days later, linking them to another blog post on a related topic. Pretty neat, right? [Note: it’s the clicking on the link that’s the ‘trigger event.’]