Whilst email marketing is an umbrella term applied to most promotional activities relating to emails, email automation is a specific technique falling under it. In short, email marketing relies solely on human work and insight to develop and implement effective messaging. Automation, on the other hand, delegates much of this process to highly intelligent algorithms, allowing for the automatic segmentation and targeting of leads, as well as email personalisation. This increases the likelihood of your promotional pieces being opened by and resonating with your audience (increasing the chance of conversion).
Email automation ensures your message gets to the right people, at the right time – reducing your workload and helping build a relationship between customer and brand.