Email automation, the ability to program email campaigns based on behavioral, date or other triggers, is a known revenue-producing powerhouse often generating three to ten-times the ROI of broadcast email. However, it’s almost always easier imagined than done.

In the following interview, I share several thoughts on email automation with Skip Fidura, Client Services Director of ESP dotMailer, on the challenges and conversations faced by email marketers when it comes to making triggered email programs a reality.

Luckily, email service providers like dotMailer are making automated email easier than ever. Read on to learn where to start, what one marketer can realistically expect to do, and what’s myth vs. reality