Problem
The science part is about getting into people's Inbox, maintaining low unsubscribes, and achieving great email engagement. There are specific thresholds that let you know how healthy your contact database is. It's up to the engineering mind to assess and improve the metrics.
Agitation
The art form requires both structure and creativity.
Structure: There is a specific order in which to set up your different automations. There is a time and a place to send campaigns, whether they be promotions, announcements, or newsletters.
Creativity: A great email marketer is also intuitive. They develop a sort of sixth sense about the business, its goals, unique value propositions, brand tons and voice, its array of audiences, their pains and gains, and taking all of that to promote offers and products with the right messaging at the right time.
Solution
Knowing the relevance of each automation and campaign is the key to a long-term, revenue-driven email marketing program.