Instead of sending one message designed to appeal as broadly as possible to the widest range of subscribers, we use data-driven automation to craft highly personalized messages.
These can be behavior-driven transactional messages sent in response to creating an account, buying or abandoning a product, signing up for a webinar or a whitepaper or not having purchased for awhile. Or, they correspond to interest and preference data.
Automation doesn’t take the humanity out of email. Rather, it relies on humans to establish the strategy and create the materials that result in a better email experience on both sides of the email message.
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