Sending an occasional newsletter is email marketing, but it's the most basic, manual version there is. Automated sequences go a step further: they're set up once and keep running indefinitely, reacting to each contact's behaviour without anyone having to manually send anything.
How it works, in practice
You define a trigger (someone subscribes, abandons a cart, hasn't bought in three months) and a sequence of emails that get sent automatically based on that trigger and elapsed time. The system does the work; people just review results and adjust when needed.
The sequences that usually deliver the best return
The welcome sequence for new subscribers, the abandoned cart recovery sequence, the win-back sequence for inactive customers, and the post-purchase follow-up (to build loyalty and drive a second sale). Each one responds to a different moment in the customer's journey, with a message built specifically for that moment.
The mistake of automating without personalising
Automating doesn't mean sending the same thing to everyone. A well-designed sequence uses available information (what they bought, when, what pages they visited) so each email feels relevant, not generic. Without that personalisation, automation loses much of its effectiveness.
When to review and adjust sequences
Even though they're automated, they shouldn't be forgotten: it's worth reviewing open and click rates for each email in the sequence every few months, and adjusting the ones performing worst, just as you would with any other campaign.
Frequently asked questions
Do I need a lot of subscribers for automation to be worth it?
No. The value of automation is that, once set up, it works the same with 100 contacts as with 10,000, with no extra work per contact.
How long does it take to set up an automated sequence?
It depends on complexity, but a basic welcome or abandoned cart sequence can be set up in a few hours with most current tools.
Do automated sequences replace one-off newsletters?
No, they complement each other: sequences work constantly in the background, while one-off newsletters are useful for specific announcements or timely content.