An automation sequence is a pre-prepared series of emails that is triggered by an event – a registration, a purchase, a download of materials or a contact's inactivity – and sent out at defined intervals. It differs from a one-off campaign in that, once set up, it runs continuously and every new contact passes through it at the right time. A good sequence has a clear goal, a limited number of emails, and in each of them a single idea and a single action. Branching based on behaviour, for example a different continuation for those who clicked, increases effectiveness but complicates maintenance, so it is worth starting simply. Sequences need to be reviewed and updated from time to time, because they contain prices, deadlines and links that go out of date without anyone noticing.
See also: Welcome series, Win-back campaign, Database segmentation.
