How is automation different from bulk campaigns?

Bulk campaigns and automated emails serve different purposes and operate differently.

Bulk campaigns:

Sent to many people at once
Scheduled by the marketer
Same content for the entire audience (or segments)
One-time sends
Examples: newsletters, promotions, announcements

Automated emails:

Triggered by individual actions or events
Timing depends on when the trigger occurs
Personalized to the individual's context
Run continuously once set up
Examples: welcome series, cart abandonment, birthday emails

Key differences:

Trigger: Bulk = marketer decides when. Automated = user action determines when.

Timing: Bulk = everyone gets it at once. Automated = each person gets it at their relevant moment.

Content: Bulk = generally the same for the segment. Automated = often personalized to the specific trigger context.

Volume: Bulk = predictable spikes. Automated = steady, distributed flow.

Deliverability implications:

Bulk: Creates volume spikes that need careful management, especially with IP warming or reputation issues.

Automated: Spreads volume more evenly, but requires monitoring because problems can persist unnoticed.

Both have their place:

Bulk for company-wide announcements, seasonal campaigns, time-bound promotions.
Automation for lifecycle messaging, personalized responses, ongoing nurture.

Bulk campaigns are megaphones. Automation is a conversation. Both have their uses. The best programs combine them strategically.