Email Marketing Automation

Marketing Automation

In the digital age, email marketing automation is an indispensable tool for companies striving for effective and personalized customer communication. At Follo, we combine advanced technology with in-depth market knowledge to support both B2B and B2C organizations in automating their email marketing processes. This results in more efficient campaigns, increased customer engagement, and improved conversion rates.
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What is Email Marketing Automation

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Email marketing automation refers to the use of software and technology to automate email campaigns based on predefined triggers and customer behavior. This enables companies to send relevant messages at the right time, without manual intervention. Whether it's welcome emails, follow-ups after a purchase, or reactivation campaigns, automation ensures consistency and efficiency in communication with customers.


 

Benefits of email marketing automation

Higher customer loyalty

Efficiency & Scalability

Automation reduces the need for manual tasks, allowing teams to focus on strategic initiatives.

Personalization at scale

By leveraging customer data, messages can be tailored to individual preferences and behaviors.

Consistent communication

Automated workflows ensure that customers receive the right message at the right time

Better measurability

Detailed analytics and reports enable data-driven optimization.

Immediate results, emotional connection

B2C email automation

In B2C, it's all about speed, emotion, and convenience. We set up email flows that activate customers directly:

  • Welcome flows that build trust immediately.
  • Abandoned cart emails to encourage impulse purchases.
  • Trigger-based offers tailored to behavior or seasons.
  • Loyalty campaigns with discounts, points, or early access.

It's all about timing and relevance. Every email must arrive at the right moment, with the right message, in the right tone of voice.

Building relationships, showing value

B2B email automation

B2B is about knowledge, trust, and a longer buyer journey. That's why we set up email automation flows that are educational and strategic:

  • Lead nurturing flows with whitepapers, cases, and webinars.
  • Retention campaigns for existing customers with new propositions.
  • Event automation for registration, follow-up, and feedback.
  • Sales enablement flows linked to CRM data.

The focus here is on guiding leads towards sales—with content that informs, convinces, and converts.

CDP integration: email automation as part of your omnichannel strategy

At Follo, we integrate email automation with your broader data-driven marketing strategy. Thanks to Customer Data Platforms (CDPs), we can:

  • Collect and activate customer data centrally.
  • Build segmentations based on behavior, value, or intent.
    Roll out personalized campaigns on email, social, and search.

This creates a cohesive customer journey across multiple channels. A welcome email aligns with a retargeting ad. A newsletter triggers a visit, after which dynamic content on your website completes the conversion.

Our approach: from strategy to optimization

We don't deliver standalone emails but build structural email programs. Our approach:

  1. CX strategy & audience insight (with data-driven personas)
  2. Technical setup of flows, triggers, and segmentation
  3. Creation of personalized emails and content formats
  4. Real-time dashboards with email analytics (in collaboration with SEINO)
  5. Continuous optimization through A/B testing, performance reviews, and innovations

Through our FolloEngine, we connect email performance to other marketing channels for maximum impact.

Your partner in email automation

Why email marketing automation at Follo?

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At Follo, we combine strategic insight, technical expertise, and years of experience with a deep understanding of customer behavior. With over 300 clients in both B2C and B2B, we know exactly what works in different sectors and customer types. Our specialists master the entire spectrum of email automation: from strategy development to content creation, from technical integration to real-time analytics.

We work with strong partners like Deployteq, Spotler, and SEINO to connect your email marketing to a broader ecosystem of data and personalization. Thanks to our integration with SEO, SEA, CRO, and personalization, we build email journeys that go beyond the inbox—and truly contribute to conversion and customer value. That we have won various awards with this approach confirms the effectiveness of our methods. With us, no standard flows, but smart, creative, and scalable solutions that deliver returns.


 

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