---
title: "Workflow for creation and planning of an automated email campaign"
slug: "workflow-for-creation-and-planning-of-an-automated-email-campaign"
abstract: "Workflow to create highly customizable messages and make them both personal and relevant to your customers."
---
# Workflow for creation and planning of an automated email campaign

Unlike a [regular email campaign](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/workflow-for-the-creation-and-planning-of-a-regular-email-campaign.html "Workflow for the creation and planning of a regular email campaign"), with an automated email campaign, there are no recipient lists and an email is sent to each contact one at a time when delivery is triggered as part of a marketing automation campaign, when a contact submits a form, or as part of a custom implementation. The following workflow offers a high-level view of the steps involved in setting up an email campaign. It is not meant to be definitive or exhaustive but instead to provide a general idea of how to proceed. You do not have to follow the steps in order. For example, you can create an email campaign and then decide to edit the content and add recipients at a later stage.

1. In the Email Experience Manager, [create an email campaign](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/create-an-email-campaign.html "Create an email campaign").
2. In the Email Experience Manager, on the **Message** tab [define the content and how it renders](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/edit-the-content-and-layout-of-an-email-message.html "Edit the content and layout of an email message") in the email message.

    ![Email Experience Manager Message tab.](<https://doc.sitecore.com/api/markdown-image/xp/en/users/exm/100/email-experience-manager/images/Introducing_EXM_a%2093+.png>)

3. [Personalize the email message](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/personalize-an-email-campaign-message.html "Personalize an email campaign message") for the recipient. You can also use [tokens](https://doc.sitecore.com/xp/en/developers/exm/100/email-experience-manager/tokens.html) to personalize the message.
4. Preview and [send a test email message](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/send-a-quick-test-of-an-email-campaign.html "Send a quick test of an email campaign").
5. [Activate](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/send-an-email-campaign.html "Send an email campaign") the email campaign.
6. [Review](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/the-email-campaign-reports.html "The email campaign reports") the email campaign performance and recipient behavior.
7. [Test and optimize](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/performing-a-b-tests-on-an-email-campaign-message.html "Performing A/B tests on an email campaign message") the email campaign.
8. Trigger delivery of the email message through a:
    - [Marketing automation campaign](https://doc.sitecore.com/xp/en/users/100/sitecore-experience-platform/the-elements-in-a-marketing-automation-campaign.html)
    - When a contact [submits a form](https://doc.sitecore.com/xp/en/users/exm/100/email-experience-manager/send-an-automated-email-campaign-upon-form-submission.html "Send an automated email campaign upon form submission")
    - As part of a custom implementation where the client API is used.

In addition to the EXM documentation, you might need to consult:

- the [developer documentation](https://doc.sitecore.com/xp/en/developers/exm/100/email-experience-manager/getting-started-with-exm-for-developers.html) if you want to customize templates, personalize email messages, or change delivery options.
- the Architecture and Roles documentation including the [EXM Dispatch](https://doc.sitecore.com/xp/en/developers/100/platform-administration-and-architecture/exm-dispatch.html) and [EXM Database](https://doc.sitecore.com/xp/en/developers/100/platform-administration-and-architecture/exm-database.html) roles, which provide an overview of the roles that are important in EXM.
- the [Data Flows and Processes](https://doc.sitecore.com/xp/en/developers/100/platform-administration-and-architecture/email-marketing.html) documentation, which lays out the process of email marketing.
- the [List Manager](https://doc.sitecore.com/xp/en/users/100/sitecore-experience-platform/the-list-manager.html) documentation, which is used to create recipient lists and opt-out lists.
- the [Marketing Automation](https://doc.sitecore.com/xp/en/users/100/sitecore-experience-platform/marketing-automation-468807.html) documentation, which is used to create a workflow that automatically triggers email delivery.