The basics of email automation

Automation means letting an event trigger a message rather than a person. A handful of automations covers most needs.

The welcome message

Triggered by a sign-up. The most profitable and the simplest to set up.

The abandoned basket

Triggered by a purchase started and not finished. For a shop this is usually the automation that returns the most.

Post-purchase follow-up

Instructions, maintenance, or a request for a review. It reduces questions to your support desk as much as it generates revenue.

Reactivation

Triggered by prolonged inactivity. One attempt, then removal — not an endless series.

What you must arrange

A contact should not end up in three automations at once. Set a priority rule, otherwise somebody gets four messages in a day and unsubscribes.