Perhaps you’re not sure what this term means, even though it’s been around for a few years now it’s still not as widely known as expected. The funny thing is that the name is self-explanatory. Email automation is a set of emails that are automated to go out at set times. They can either go out on a particular day, similar to a newsletter. Or they can be set up to go out a number of days after you add an email to the sequence. They can of course be much more complex, but I won’t bore you with this.

All you need to know now is that email automation can be set up so your leads are followed up after, and potentially during, a trade show. You might balk at the thought of automatic follow-up emails since it’s just gonna be an email template that you can get from a 5-second Google search.

However, the beauty of email automation is that these emails can be VERY personalised. The whole idea is for them to work, so if they’re too generic or just a straight-out Google email template, they simply won’t work. If this means you need five different chains of emails, so be it. But these five chains will convert better than if you had just one generic one.

This is a point of difference between email marketing and email automation. Email marketing aims to send generic emails to masses of people, hoping some will convert. Email automation aims to send personalised emails to a smaller group of qualified leads, nurturing them along the buyer’s journey.

The more you delve into email automation, the more complex you will want to make it. Our suggestion is to start out modestly and build it out from there. And a trade show is a perfect excuse to start as you’ll see the enormous benefits very quickly.