An automated program is a systematic process of delivering email content that is sent only when an individual or group of people in your email list meet the exact criteria you specify for receiving the email. This requires that the email content is relevant and personal to the variety of interests in your audience. Automated programs save you time in the long run, but you do need to create your foundation and preferences up front.
An automated program can be as simple or as complex as you want it to be. To have an effective automated program you'll need to:
- Outline your goal
- Determine your list
- Create your content
- Set the timing/frequency and conditions (i.e., if opened/did not open, if clicked/did not click, if contact is in/not in segment, etc,)
- Segment your list/ campaign
- Define your exit conditions