Email automation is an important marketing function in inside sales. Email automation entails the contacting of prospects, the nurturing of leads, and the moving of deals down the pipeline. Email automation requires the appropriate timing to be effective. It is important for a sales leader to understand the different steps of their sales funnel and how email automation will help leads move through those steps. Sales and marketing can then work together to assign an email event to each different step and create a touchpoint and a purpose for reaching out to each prospect.