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Followup email notification

What is the most efficient way to do followup email notification automatically? For instance, how could I get a web application to send a follow up email at set intervals to alert a visitor of new features? I imagine I would have to save the customer's email address in a database on the server, and have a custom application that is constantly running to determine when the next email needs to be sent and to whom. Is there a simpler way to do this?

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