Email Marketing Automation Complete Guide


You have hundreds of tasks to manage as an eCommerce business owner. You may feel overwhelmed by how much work it takes to manage a team and keep track of your email marketing strategy. You're also putting more effort into your email campaigns if you still send them manually each time.

What's the solution? Automating your email campaigns so you don't send the same campaign every time. This guide will teach you everything you need about the email Marketing automation process. You'll be able to see how email automation can benefit your business and how to automate your Email campaigns & Email Content.

What is Email Marketing Automation?

Email automation is a way to quickly and efficiently send the correct information to the right people at the right time. This can be extremely helpful in driving sales to both existing and potential customers. Automated workflows are used to accomplish this. Email automation means that emails can be created to reach the right people quickly and without any hard work. These automated messages are made possible by marketing automation tools.

Email Automation: Benefits

Email automation can free up time to handle more critical tasks. This is just the beginning. Business Marketing automation is a treasure trove of tools that can help you.

  • Keep engaged with your existing customers.
  • Create Attraction for new customer.
  • Promote new services and products.
  • Profitable business.

These are just a few ways your business can reap the advantages of email automation.

The Efficiency of the Marketing Team

Email automation can be an excellent way to optimize your marketing campaign strategy and maximize your marketing team's efforts. Not only will email automation make it easier to send personalized messages to your customers, but it will also save time. The report will provide many insights that your marketing team can analyze to determine which campaigns are performing well and which ones need some tweaking.

Turn Leads Into Sales

You can convert leads from customers who visit your website or sign up for the email newsletter by using your collected information. Even if customers are only browsing your online store and then placing items in a shopping cart that they abandon on their customer journey, your email automation workflow will be able to follow up with messages specifically designed for them. This will motivate them to complete their buying journey.

Existing Customers Retention

Email automation has the advantage of allowing you to keep your customers coming back to your online store. You can schedule messages to ensure that customers are getting started before you hear from them. The content can be tailored to meet one or more of the requirements.


Email Marketing software can be used to ensure that customers are treated like they matter most in the world. Online retailers who know their names, remember them, and use them in real-life conversations are more likely to be trusted by customers. You can personalize your emails to reach each customer by creating specific subject lines and writing text that appeals directly to their needs and wants. This will increase the likelihood that they will take the action you want.

Your Marketing Strategy Can Be Scaled Up

The number of customers you can reach if you send out email series manually will be limited if you do so. If your business is multiplying, the number of emails you need to send will increase exponentially. Email automation allows you to integrate customers into your system automatically. This means that whenever they complete any action you have defined, one or more emails will be sent to them. This eliminates the need for marketing staff and places it in the electronic hands of your email workflow system. It allows your team to focus on more important work and solid marketing automation strategy.

How To Automate Your Email Campaign

Automating your email can save you time and increase your productivity. It can help you speed up your email campaigns and reduce your workload. These are the steps to automate your email marketing campaigns.

Select A Right Email Marketing Automation Tool

Many companies claim to offer the best-automated email marketing services. Many features will be the same in different email marketing software. There is no need to spend thousands or hundreds of dollars each year on expensive Email automation tools. Choose an email service provider that will allow you to start small and expand your reach if necessary.

Many providers specialize in email marketing software that is flexible and easy to use. These include:

  • Mailchimp: Mailchimp is the original email marketing expert. They wrote a book about how to set up automated email marketing. Many options are available for businesses wanting to get started in email marketing. These include free and premium plans that cost three hundred dollars per month.
  • Klaviyo: They are experts in creating customer-focused, creative email automation workflows. They can also help you to generate segmentation lists and analyze the metrics.
  • Active Campaign: Another Email Marketing platform that is passionate about automation and email marketing. ActiveCampaign offers many other options, including automated text messages, Facebook ads, and drag-and-drop menus to make it easy to set up automated workflows.
  • Constant Contact: Constant Contact offers a great combination of functionality and user-friendliness, making it easy for new users and businesses who aren't experienced with email automation.
  • Campaign Monitor: This platform has received mixed reviews. Campaign Monitor is a robust email automation platform that uses workflows called "journeys." It allows you to set up email automation campaigns by asking questions about your company's sales goals and targets.

Develop Your Email Marketing Automation Strategy

Before automating anything, make sure you understand what you want from your email campaigns. Are you looking for more clicks? Increase sales and Increased signups. After determining the results you want from your personalized email campaigns, it is time to plan your email marketing strategy.

You should consider the following elements when creating your email automation strategy:

  • You want to establish email sequences for your business.
  • Effectively segment your Audience.
  • Periods between each email campaign.
  • Design of Email Campaigns.

These elements will make an Email Marketing Strategy that is successful.

Subdivide Your Email List

Segmenting your customers according to their needs is vital in email automation marketing strategies. You can segment your list to customize the emails you send to different customers groups based on the following customer base:

  • Their preferences
  • Shopping behavior
  • Demographics

It is a good idea to start by focusing on the customers who have made most purchases through your online store. These customers will be most open to emails offering discounts or encouraging them to return to purchase more. These individual customers will help you to test your email automation workflow and to determine the best content.

Email Workflows Automation

Automated email workflows are the next step to automate your email. Automated workflows are a series of emails that are automatically sent based on actions taken on your landing page or website. You can automate many email workflows, including a welcome flow and an abandoned cart flow. Each email workflow comprises several emails, usually at least three, that are sent to your subscribers at specific times. A particular trigger activates each workflow.

Automate A Trigger

Email automation triggers send pre-programmed emails to subscribers. They are based more often than not on the following:

  • Preset event
  • Behavior
  • Or, you can take action.

A trigger email will be sent to your subscriber once it is set up. It will be based on what actions they will take. Let's take, for example, a customer who adds a product to their cart but still needs to make a purchase. They can receive an email reminder to complete their purchase.

Optimize Your Data

Email automation allows for gathering a wide range of customer information and determining the best ways to communicate with them. You can get detailed feedback from metrics such as bounce rates, open rates, click-through rates and click-through rates about what works in your email campaigns and what doesn't.

Email automation tools usually allow you to do A/B testing. This lets you test different versions of the same email to see which performs best. For example, you could send emails with two subject lines and see which one gets the most open rates. This will allow you to model future subject lines based on the most successful qualification process.

Check Out These Famous Examples Of Email Automation

Let's now show you how to set up email campaign automation.

Automated Welcome Email

A friendly welcome is the best way to start a mailing list. You can make an excellent first impression by sending out welcome emails. You can make a lasting impression on potential customers by sending a welcome email or a series of emails. Consider a welcome email like a first date. The client should feel comfortable with you and be open to a second (or third) date with your business. If you are playing your cards well, that "third date" could be a complete purchase.

The automated welcome email series should trigger an automatic email to be sent out to all new customers as soon as they have finished subscribing. This will ensure that your business and you are still fresh in their minds. Also, consider sending educational emails to your subscribers as a welcome onboard approach. They will welcome new subscribers and give them tips about the products you sell, the products they are currently looking at, and even how to navigate your payments process. These will all add value to your email welcome message. Make it as simple as possible for them to make purchase decisions.

Read More: 5 Reasons To Outsource Your Email Marketing Services

Email Automation For The Anniversary

You can use weddings, birthdays, and other special occasions in your customers' lives to increase revenue and customer happiness. Set up your email automation software to gather as many details about your customers as possible, including their birth dates and family situation. You must subtly do this so as not to intrude on the privacy of your customers. Customers prefer to give out only a few details during checkout. If you want to collect customer data, it is best to do so after the customer has made their purchase.

However, this information will prove to be very valuable and helpful. You can use it to send anniversary emails. You can include a birthday discount in your automated anniversary or birthday emails to encourage recipients to make additional purchases. You may use anniversary emails to remind customers about an item or service they bought on a particular date, perhaps one year ago, or to remind them about new products that might be available to complement that product.

Email Automation For The Abandoned Cart

Worldwide, cart abandonment is a significant source of revenue loss. According to some studies, cart abandonment can result in a loss of revenue of up to $18 million each year. It is a win-win situation for everyone if you can get some customer retention to your website and complete their orders. Your customer will be delighted because they now have the new shiny goods they want; you will also be happy that some of their hard-earned cash is in your bank account. Even those researching the loss of money due to cart abandonment will be pleased to see new numbers thanks to your email automation strategies. Email automation flows should contain triggers that allow emails to be sent at specific times after clients abandon their carts. Three emails are the best number of emails to send. One should be sent right after the client abandons the shopping cart.

Automated Request Email Feedback

Knowledge is power. Surveys to get feedback on new products, services, or updates are another great way to leverage automation to increase sales and revenue. This email automation example can deliver substantial benefits for your business. It's a way to include customers in your marketing team. Customers want to feel heard, so automated emails asking for feedback and testimonials are a great way to keep them engaged. You can offer gift cards or discounts to encourage customers to leave feedback. You can also display the most authentic testimonials on your website to increase your brand's credibility.

Email Automation For New Product

Businesses should ensure that their products and services are as current as possible. It's an excellent way for online businesses to keep their customers informed and engaged by sending them product updates and new product launches as part of an email campaign. You can inform your customers that new products are available or that your service has been updated to include excellent new essential features. This will provide food for thought for your customers and help ensure that your brand is always at the forefront. A teaser campaign can be included in your product-related automated email series. This could indicate new products or improvements to an existing product.

Email Automation That Wins Back

Inactivity and lackluster interest are two significant reasons businesses lose customers. An effective win-back campaign can help you re-engage subscribers and even turn them into customers. An email sequence called win-back automation that triggers emails allows you to win back customers or recover lost ones. These emails are sent after a subscriber has been inactive for a specified period.

After 30 days of inactivity, you can send your first email. If the customer does not respond to the email within seven days, another email may be sent. You can also send the first win-back email after 90 calendar days of inactivity. Your business model will determine the time frame and the number of emails you send in your win-back email flow. No matter what you do, offer an incentive to encourage your customer to return. You can provide anything, from a coupon code to a gift for free, as long as they are motivated to act.

Best Practices Of Email Automation

After choosing your marketing automation platform and doing email marketing efforts, it is time to create a strategy to help you grow your business. These are some of the best email marketing automation practices you should remember.

Email Verified Recipients

There are many ways to gather your data. Gather the following information before you email your customers or respective customers. This allows you to confirm that humans and not bots are sending requests for email messages. Add a reCAPTCHA function to your email and send it to the recipient.

Know Your Target Audience

Email marketing automation only requires you to send large numbers of emails to some recipients. It is essential to create campaigns that are relevant to your target audience.

You should divide your potential buyers and customers based on the following:

  • Demographic information
  • Browse history
  • Motivations, interests, and pain points

You can use surveys, form filling, focus groups, and interviews to find out who your target audience is. Next, ensure your content is tailored to each target audience or segment. This will prevent your content from sounding too generic.

Establish A Relationship Of Trust With Your Loyal Customers

Individuals will be more loyal to your brand if they receive the right emails and content when they first come across it. Email marketing automation can help you establish relationships with potential and current customers. A map, or visual representation of the various stages customers will experience when they get to know your company, can be created. To start the relationship, send out a series of welcome emails.

You can send them more promotional emails based on their engagement with your emails to learn about your products. You can send emails to those who have dropped their cards. You may send an email post-purchase to those who bought directly from you. And for those who are not interested, it is essential to rekindle their interest.

Only Send Relevant Emails

Email automation allows you only to send relevant emails. This requires you to segment your audience and provide the correct information. It is a non time-consuming task. Avoid sending standard emails to your recipients. This is one of the best ways to automate email. Suppose a product or service is only available to customers in Europe. In that case, you will need to target customers based on their geographic location.

Here's a quick checklist to help you create segmentation.

  • When users sign up for your brand, collect customer insights
  • Keep track of their behavior
  • Pay attention to what they are reading and then make purchases.
  • Provide valuable information based on their interests.

Once you have the needed data, you can segment your contacts to send the most relevant emails.

Connect To Other Channels

Marketers can automate their powerful campaigns with email automation. For a more efficient solution, integrate your automation with other channels. You can also reach customers via SMS marketing. SMS marketing is highly time-sensitive. You can send reminders and follow-ups to encourage them to make purchases. Send an SMS message to the end of any email campaign you've sent to your group about a specific event, such as a sale. Email marketing automation may also be used in conjunction with social media advertisement in some instances, such as abandoned cart emails.

Uninterested Subscribers Should Be Removed

Engage only with customers who are still interested. Marketing automation can be used to distinguish between those who are active and those who are not. Segment your contacts with Email Automation. Segment your Email subscribers automatically using trigger actions from your recipients.

You can, for example, segment them based upon:

  • Demographics
  • Purchases
  • Click-through rates
  • Rates open


Emails can be a powerful marketing channel and, when used properly, can achieve excellent results. If you'd like to see these results yourself, all you have to do is follow these steps and get started in Email Marketing Automation.