If you think of a brick and mortar store, salespeople approach clients when they walk towards a certain section. If a customer is looking at jeans, the salesperson will approach them to talk about the latest trends and any sales that may apply to jeans. Your emails should be automated toward the same effect. Based on the actions your customers take, the timing and messaging of your emails should be customized to keep their attention. You can setup a welcome sequence, follow-up form personalization and special day coupons as a few examples.
Read the full article here if you want to find out how to approach your clients best.