If you’re new to email automation, you might think it’s just for big brands with massive lists and fancy tools. But the truth is, any business can benefit from automating email, even if you’re just starting out.
In this guide, we’ll break down what email automation is, why it matters, and how to get started in a way that saves time and boosts results.
What is email automation?
Email automation is the process of sending the right email to the right person at the right time. Instead of manually sending each email, automation uses triggers and workflows based on user behaviour or key events.
Think:
- A welcome email when someone signs up to your newsletter
- A reminder if someone abandons their cart
- A birthday discount without having to lift a finger
Why email automation works
- Saves time: With automation, you set up workflows once and let them run in the background.
- Increases sales and conversions: When emails arrive at just the right moment, they’re more likely to prompt action. Timely emails = higher conversions.
- Improves engagement: Emails based on user actions feel more personal and relevant. According to Accenture, over 90% of consumers are more likely to shop with brands that send them relevant offers and recommendations.
3 must-have automated emails
If you’re just getting started, focus on these foundational automations:
1. Welcome series
First impressions count! A short sequence of 1-3 emails can:
- Introduce your brand
- Share your story or USP
- Offer a discount or lead magnet
2. Abandoned cart series
Perfect for e-commerce. If someone adds items to their cart but doesn’t check out, send a nudge to head back to their cart. Bonus points if you can offer an incentive!
3. Churn series
Sometimes subscribers start to drop off or lose interest. This is your opportunity to re-engage them before they forget you completely. A simple “We’ve missed you!” or “Here’s what’s new” email can help win back their attention.
Getting started
You don’t need a huge budget to start with email automation. Here are a few beginner-friendly tools that offer pre-built templates to help you get started:
- Mailchimp: Free plans available, great for small businesses
- MailerLite: Easy drag-and-drop builder with automation
- Klaviyo: Ideal for e-commerce and Shopify integration
Final tips
- Start small. One automation is better than none.
- Monitor performance. Track open and click rates to optimise.
- Always personalise. Even basic merge tags like first names help.
Check out our post on Email Marketing Automation: Benefits and Best Practices for more tips on how to get started.
Ready to automate?
If you’re still relying on manual emails, it’s time to let automation do some of the heavy lifting. With just a few flows, you can build stronger customer relationships and drive more conversions at scale.
Need help setting up your first automated flow? Get in touch with our team at Digital 24. We’d love to help!
