Automated Campaign

Definition

An automated campaign is an email sequence that executes without manual intervention once configured. Unlike broadcast campaigns that are sent manually to a list segment, automated campaigns are triggered by specific events — a new subscription, a purchase, a cart abandonment, a website visit, or a date — and follow a predefined schedule.

Automated campaigns generate more revenue per email than broadcast campaigns because they deliver relevant messages at the moment a subscriber is most receptive. Common automated campaigns include welcome sequences, post-purchase follow-ups, abandoned cart recovery, re-engagement flows, birthday emails, and lead-nurture sequences.

Automated vs Broadcast Campaigns

Factor	Automated Campaign	Broadcast Campaign
Trigger	Event or schedule	Manual send decision
Personalization	Deep — based on trigger event	Moderate — based on segment
Revenue per email	3–5x higher	Baseline
Setup time	Higher (one-time build)	Lower (per campaign)
Maintenance	Ongoing optimisation	New content each send
Best for	Lifecycle programmes	Newsletters, promotions

Best Practices

• Map automated campaigns to the subscriber lifecycle — welcome, nurture, purchase, retention, re-engagement
• Use single-goal campaigns: one automated sequence should have one primary objective
• Set appropriate delays between emails to avoid overwhelming subscribers
• Include clear exit conditions — subscribers should stop receiving a sequence when they take the desired action
• Monitor automated campaign performance alongside broadcast performance
• Test trigger accuracy to ensure events are firing correctly
• Review automated campaigns quarterly to update content and timing