Email marketing is a strategic tool that allows companies to maintain customer engagement and boost sales.
Marketers are testing services for email analytics, automation, and personalization to ensure each email delivers maximum value.
In this article, we’ll share what email marketing automation and tools are that will help improve the effectiveness of your email campaigns.
The Core Concept of Marketing Automation in Email
In 2024, email marketing remained one of the most effective customer communication channels.
Over 80% of companies use emails to retain customers, and approximately 60% to acquire new ones. Email marketing still rules in 2025 – delivering a $42 return for every $1 spent.
To get the most out of marketing automation in e-commerce, companies use specialized tools. These tools help:
- Automate routine tasks: send scheduled emails, segment your list, and launch triggered emails.
- Analyze channel performance: services show who opened the email, clicked on the link, or made a purchase. This allows you to adjust strategies in real time.
- Personalize content: create emails tailored to the interests and behavior of different audience segments to increase response and loyalty.
- Test different approaches: A/B tests and analytics help you choose the optimal content, subject line, and sending time to improve open rates and click-through rates.
- Monitor metrics and results: campaign performance data helps you build a long-term strategy and set specific, fact-based goals.
Effective newsletters with personalized content and relevant offers help retain customers and increase conversions. This approach directly impacts revenue growth and customer loyalty.
Email Journey Examples – How It Works
There is a high level of loyalty to email as one of the primary communication channels. While email for personal communication is no longer as popular as social media, it continues to play a crucial role in the exchange and transmission of information.
Email is used for personal communication two to three times more often than SMS. The Statista portal shows a steady and annual growth in email traffic. While in 2017, users worldwide sent 269 billion emails daily, by 2023, that number will rise to over 347 billion.
The steady growth of email traffic is a reason to pay closer attention to the quality of your emails. The average user is receiving more and more emails, leading to lower open rates and people choosing which emails to read and which to trash. This increases competition for users’ attention.
So, types of marketing automation are creating new career opportunities for digital specialists, particularly within international companies that are actively operating in Cyprus. To accurately calculate your salary, it’s most convenient to use the Cyprus Tax Calculator and immediately see your real take-home income.
Types of Marketing Automation
Email marketing automation tools allow you to create, send, and track emails with minimal effort.
How to automate email sending:
- Creating email templates:
- Use built-in templates or create your own.
- Make sure templates are consistent with your brand and easy to read on mobile devices.
- Audience segmentation:
- Divide your audience into groups based on interests, behavior, or demographics.
- Set up automated emails for different audience segments.
- Email personalization:
- Use dynamic content to make emails more personalized.
- Include the recipient’s name and personalized recommendations.
Marketing automation examples to increase conversions:
- Welcome email series – automatically sent to subscribers immediately after they sign up.
- Post-purchase campaigns – emails sent after a purchase to improve customer satisfaction and encourage repeat purchases.
Email marketing automation not only saves time but also improves the effectiveness of your marketing efforts by making them more accurate and personalized.
Marketing Automation Beispiele – Brief Case Examples
There are some marketing automation campaign examples. The QIS Packaging case (they sell paper bags, packaging, and other products). They began to develop their existing lead base. They created mailing lists for different segments.
Prepared a week-long campaign of 3 emails. The campaign consisted of completely ordinary, basic offers. Nothing special. The website was successfully collecting leads, but email marketing demonstrated the best conversion rates.
There is another email journey example. Copa Airlines’ revenue increased by 14% after email list cleanup. Panama-based Copa Airlines is Latin America’s leading cargo and passenger airline. The company sought to increase user engagement and interaction while reducing the time and effort required to complete existing and new marketing tasks.
The airline faced a huge inactive contact base, which was negatively impacting key brand metrics. The large number of “dead” addresses increased the cost of email campaigns without delivering any benefit or increasing ticket sales.
To address this, Copa Airlines launched a database cleanup program: inactive users were excluded, and emails were sent only to active subscribers.
This enabled the company to reduce the number of inactive contacts on the email list and create dynamic content tailored to customer behavior and preferences.
As a result, Copa Airlines achieved significant improvements: revenue increased by 14%, conversion increased from 8% to 10%, and email open rates increased from 15% to 17%.
Marketing Automation for eCommerce
According to marketing company Invespcro, marketing automation increases sales by 14.5% and reduces marketing costs by 12.2%.
Companies that automate email marketing are 133% more likely to send messages that are relevant to their inquiries and sales funnel stage.
Marketing Automation Campaign Example
One example of marketing automation from 2025: sportswear brand Montirex tailors its cart recovery messages based on the value of abandoned items: a discount is offered only to customers who left the site with a significant amount of items.
This way, the company avoids wasting money on low-value orders. And the strategy is truly effective: this automated sequence accounts for 30% of Montirex’s revenue.
For those exploring digital marketing roles in Cyprus, a common starting point is to prepare a CV tailored to the local job market and reach out to relevant companies or agencies.
Practical Tips and Insights
Today, only 47% of marketers know how to measure the impact of automation on their strategies. However, around 96% of marketers report improved results thanks to the personalized approach achieved through automation. According to Omnisend, automated emails received 332% more clicks than non-automated ones. Furthermore, the average click-through rate reached 5.4%, outperforming manual campaigns.
Here are some tips for monitoring email campaign performance:
- Email list hygiene: Regularly cleaning your contact lists can increase deliverability by up to 20%. Most marketing automation platforms offer validation solutions, so always check your email addresses.
- Removing hard bounces: Soft bounces can be temporary, but hard-bounced email addresses should be removed from your list.
A true master of marketing automation is someone who can create emails that don’t look automated. They’re relevant, personalized, sent at the right time, and delivered to the right recipient.
