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Let's talk about one of my favourite topics—email marketing flows!

Please don't go running in the opposite direction though; email automation is not as complicated as it sounds.

Often, we hear the word "automation" and think, "Oh my goodness, that just sounds too hard." But let me tell you, you do not need to be tech-savvy to figure this out. In fact, I'm going to explain how easy it really can be.

In this blog, I'm going to share what email marketing flows really are and how they all work. I'll be letting you know my top five favourite automations and also, how to get started if you are interested in layering this into your business.

In fact, you probably are already using some email marketing flows without even realising it!

So, what is email automation? In a nutshell, it's all about "if this happens, then that happens." That's all it is.

The "if this" is what we call a trigger. You need some sort of trigger in place that lets your email marketing software know that it's time to do a certain action, which is the "then that."

The most common example of this, which you are probably already using without necessarily knowing, is this: the trigger is someone signing up to your email list, and the action is to send a welcome email or deliver their freebie or discount code. As you can see, it's really, really simple.

Now, we can get a little bit fancier with some of these email marketing flows by adding filters. This is where you add conditions to these things. For instance, the trigger might be someone signing up to your list, and the filter could ask, "Did they say they were a beginner or advanced?" You could have a filter on an automation and then send a different email based on the answer to that question.

Another common filter is checking if they have purchased from you before, because you might speak to those who have purchased from you differently than those who haven't. You wouldn't want to give a first-purchase discount code to someone who has already bought from you in the past.

That’s all there is to it: a trigger, an action, and sometimes filters in between.

Let’s dive into my top five email marketing flows and how you can use them in real life…

Automation 1 – Welcome Series

The first one is, of course, the welcome automation. In fact, I think this is the number one thing you need to get going in your business as soon as possible.

Even if you just start with one welcome email, it's really, really important to send this so that people remember why they joined your list. Plus, it gets them used to interacting with you right from the beginning.

When someone first signs up to your list, they are most excited to hear from you. They are actively Googling or looking for a solution to a problem that you can help them with. So, you send them a welcome email. But don't stop there! I recommend having a series of emails after that. This is where email marketing flows really shine.

In this welcome series, you can answer common questions, talk about some of their challenges, and build that all-important know, like, and trust factor. Ideally, this series should lead them to their first offer. Think of it as a way to guide them smoothly from curiosity to engagement, and ultimately, to becoming a customer.

The welcome series is your chance to make a stellar first impression and start the relationship on the right foot. So, don't miss out on setting up this crucial email marketing flow!

Automation 2 – Content Funnel

Next up is the content funnel, also known as a nurture sequence. You might have heard of this before but let me break it down for you in a way that's easy to understand and fun to implement.

Basically, after someone goes through their welcome experience with you, they enter another series of emails—think of it as a "best of" tour of your content.

If you've got a back catalogue of amazing blog posts, podcasts, or videos, this is your opportunity to send those out as emails so that all your new subscribers get to see them.

You could send out perhaps one a week for four weeks, eight weeks, twelve weeks, or even six months, depending on how much content you have. The key here is that while they're going through this content funnel, they won't be receiving your other regular emails. They're just getting this curated welcome experience followed by these nurture emails.

So, what does this mean for your email marketing flows? It means your subscribers are getting the best from you, consistently. They're getting a taste of your top content, and you don't have to rely on sending those regular updates.

Plus, throughout this sequence, you can give them opportunities to purchase from you as well.

This content funnel keeps your audience engaged, nurtured, and primed for when you want to introduce your products or services. It's a win-win: they get valuable content, and you build a stronger relationship with your subscribers while subtly guiding them toward becoming customers.

Automation 3 – Post-Purchase

The next important automation, and number three on my list, is the post-purchase emails. This could take the form of just a simple thank you email.

It's a great way to show appreciation for your customer's first purchase or their repeat purchase. Let them know what it means to you and that you are here to help if they have any questions.

For services or digital products, post-purchase email marketing flows can look more like an onboarding series.

You might start with an email saying, "Hey, I'm so excited to work with you. Here's what you need to do to get the most out of it." Follow this up with information on where they can go for support, answer some frequently asked questions, and send a series of emails that really help them get the most out of their purchase.

These post-purchase email marketing flows are all about creating happy customers who feel valued and supported!

Automation 4 – Re-Targeting

The fourth type of automation that you want to include is a retargeting automation.

This is where someone has shown some sort of interest in a product or service but hasn't made a purchase yet.

The classic example here is, of course, the abandoned cart. But there's also a variant called browse abandonment. This happens when a visitor looks at your website, perhaps a specific product, a sales page, or a services page, but they don't add anything to their cart or book a service.

With email marketing flows, you can set up automations to address this scenario. You can automatically send them an email that either directly asks if they have any questions or offers them assistance.

Alternatively, you could send a coincidental email that includes a special offer related to the product or service they viewed. If you're concerned about being too forward with sales offers, you can set up a notification for yourself instead. This can be particularly effective for high-end services or packages, where personal outreach can make a big difference.

By setting up retargeting email automations, you can efficiently re-engage potential customers who have shown interest in your offerings but haven't taken the final step to purchase. This not only helps in recovering potentially lost sales but also allows you to personalise your interactions based on their unique browsing behaviour.

Automation 5 – Customer Win-back

The fifth type of automation you'll want to incorporate is the customer win back automation.

As the saying goes, it's much easier to get repeat business than to acquire new customers. If your business relies on repeat customers, offers consumable products, or provides services that require regular engagement, this automation is essential.

Customer win back automation can take two primary forms.

First, there's the replenishment or re-booking reminder. This is useful for products that customers regularly need to stock up on, like skincare products or services that require periodic appointments. For instance, if you sell moisturiser and know it typically lasts three months, you can send an email reminder after two months to check if they need to restock. Using filters, you can ensure these reminders are only sent to customers who haven't made a recent purchase.

Similarly, for services, you can remind clients to book their next session if they haven't done so within the expected timeframe. This helps maintain engagement and ensures your services remain top of mind.

The second approach is the customer win-back email. This is effective for re-engaging customers who have been inactive for a longer period. Sending a friendly email saying, "We miss you" or "Come back and see what's new" can reignite interest.

You can even include a special offer to incentivise their return, although sometimes a simple acknowledgment of their absence and a welcoming tone can be equally effective.

By implementing customer win back email marketing flows, you can nurture relationships with previous customers, encourage repeat purchases, and potentially re-engage those who may have drifted away. It's a proactive way to maintain customer loyalty and maximise the lifetime value of your clientele!

You might be thinking…

"That sounds like a lot," and yes, it can be!

But hopefully, you're also seeing the things that you can start taking off your own plate and the extra sales you can generate after setting up something once.

To get started, the first thing I always recommend is to just pick one of the automations I've discussed. Which one do you think provides the biggest opportunity for you?

Hint: if you don't have a welcome series, it's probably a good place to start!

Once you've decided, simply look up what your email marketing software can do. Most platforms offer templates or guides for setting up these automations. Some platforms make it easier than others, but you can typically find a solution that fits your needs.

Consider what other systems your email marketing software needs to integrate with for informed decision-making. Does it connect with your e-commerce store to track purchases? Is it synced with your booking software to manage appointments? Website tracking can also provide valuable insights into customer behaviour.

If your current tools don't directly integrate, services like Zapier can bridge the gap between different software solutions. Most of the time, though, your email marketing software should guide you through setup and execution.

And if you want more support, guidance, and shortcuts, consider checking out my Awesome Sauce Automations Bundle, where you'll learn how to maximise your automations to simplify your business and boost sales effortlessly.

I hope I’ve sparked some excitement about automations without overwhelming you. It's all very doable, and implementing these systems will streamline your business operations and enhance customer engagement. Ultimately, having these automations in place means less reliance on constant promotions and more targeted communication when your subscribers are most receptive!