**Email automation** refers to using software (e.g., Mailchimp, HubSpot, ActiveCampaign) to automatically send messages based on a user's actions or data.

**Automation = trigger → email → delay → next step**

Definition

### Automated Workflows
- **Welcome series**: a sequence that introduces your brand, shares educational content, provides a first-purchase incentive;
- **Cart abandonment flow**: when a user leaves items behind, automation sends a reminder, or a value proposition (reviews, benefits), possibly a discount;
- **Post-purchase flow**: used to thank the customer, deliver order info, suggest complementary products, request reviews;
- **Re-engagement flow**: targets inactive subscribers with "We miss you" messages, updated offers, content refreshes.

A **trigger** is the action or condition that starts an automated email.

Note

What is the main trigger that starts a welcome sequence?

Learn how to build, launch, and optimize email campaigns that drive real results. Focus on growing a high-quality audience, crafting effective messages, automating customer journeys, and using data to continuously improve performance and deliverability.

Automation and Customer Journey in Practice

Automated Workflows