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If you want the email to only be sent once, you'll need to create a rule that will send based off of when the row gets created. It would also be possible to create a custom Java action that has the logic to only send one email per row, regardless of when it is created.
If you don't need the email to be sent just once, you can create a rule that runs on a scheduled basis (maybe once a day). Then have that rule just call another rule that will check the rows in your data object to see which need an email sent.