“Automation” sounds cold and detached, but email marketing automation is actually all about thoughtfully nurturing the customer relationship through personalization – albeit on a large scale. Automating emails based on behavioral triggers and real-time data enables you to consistently email many customers at just the right time with just the right message or information. For example, a “welcome” email after someone creates an account, a discount for someone who abandons his/her cart, or a recipe that uses a recently purchased product.