Email marketing is about sending promotions from businesses or brands as a way to build deeper connections to customers. One good email marketing tip is to use a Simple Mail Transfer Protocol (SMTP) Relay service to send a large volume of emails. This is because email services such as Google or Yahoo only allow a certain number of emails to be sent per account.

To make email marketing more accessible and improve your brand-customer connection, you also have to know email marketing automation. Email marketing automation is a system in which you, as a business owner, sets rules in your email or site that executes an action based on a trigger condition. For example, if a customer didn’t open your email (trigger condition) for some reason, your automation system will send a follow-up email (action) to remind them of what they’ve missed.

7 Things You Can Do with Email Marketing Automation

1. Track Your Visitors

One of the ways to take advantage of an automation tool is to track your user’s engagement. Every click your customer makes will trigger a condition in your email marketing automation system. An excellent example of this is telling a user what they’ve left in their virtual shopping cart after leaving your shop without finishing a purchase. 

2. Get Real-Time Sales Alerts

Most of the time, customers don’t complete their purchase because they find it expensive. They’ll prefer to wait for markdowns, sales, or probably check what other brands are offering. You can use your automation system to record the keywords of their searches so that your customers will receive an email when the product they’ve searched for has a discount, voucher, or is on sale.

3. Responding to Real-Time Events

Real-time events are based on the user’s current location, location’s current weather, time of the day, and the terminal device. When the email marketing automation tool accurately analyzes data, it will send email promotions such as vouchers and special offers at the nearest shops. The email will indicate what “HOT” products are on sale at the moment, and show items based on the price range.

4. Let Sales Send Emails From Their Preferred Email Client

Everyone has their favorite email client. One person may use Gmail because it’s free, and the other may use Microsoft Outlook or Hotmail because of organizing advantages. Automation tools detect which email clients your users use based on signup and tracking. Then, your automation tool will write and send an email from the email client your customers use. This is also one way to prevent your messages from going to the spam box.

5. Create Personalized Experiences with Dynamic Content

Aside from setting conditions on whether to send a signup email or not, you can use an email automation tool to analyze your user’s behavior. By analyzing your user’s behavior or the things they search for, the automation system will send personalized promotions that your customers are currently interested in with prices that they can afford. 

6. Use Progressive Profiling

Many users leave long registration forms incomplete or even enter the wrong information because they don’t want to share personal data online. Instead of asking for a lot of user data all at once, you can set the automation tool to ask bits of personal information every time a lead interacts with your content. This will enable you to build a complete user profile that you can use to make your promotions and lead conversion more successful.

7. Test Emails Against Top SPAM Filters

An SMTP relay service is an efficient email marketing tool to send a lot of emails to users. What it doesn’t do is make sure each of your emails avoids a user’s spam box. With email marketing automation tools, you have the option of testing the words of your subject titles and email content first before writing the final message for delivery. This will teach you to write an email which email services deem worthy of putting in a user’s inbox


There are many functions an email automation tool has, and new ones are added as time goes by. These functions help marketers like you generate more leads, clicks, and opens, which will grow your business or brand over time. Just make sure to read all the instructions and features that your automation tool provides.

One last thing, always remember to put your customer’s experience first before creating email campaigns. Analyze their behavior to give them what they want and when they want it.