Email Automations
Automations send emails automatically based on subscriber actions or timing. Set them up once and they work continuously—nurturing leads, welcoming new subscribers, and re-engaging customers.
How Automations Work
Trigger Event → Wait Period → Send Email → (Optional: More Steps)
Example: Welcome Sequence
New subscriber → Immediately → Welcome email
→ Wait 3 days → Behind-the-scenes email
→ Wait 3 days → Best sellers email
Built-in Automations
Welcome Email
Automatically greet new subscribers:
Trigger: New subscriber joins list Timing: Immediate Content ideas:
- Thank them for joining
- Deliver promised incentive
- Introduce yourself
- Link to popular work
Abandoned Cart
Recover potential sales:
Trigger: Cart abandoned (item added, no purchase) Timing: 1 hour after abandonment Content ideas:
- Reminder of items in cart
- Product images
- Direct link to checkout
- Optional: Small discount
Post-Purchase
Thank customers and build loyalty:
Trigger: Order completed Timing: 1 day after purchase Content ideas:
- Thank you message
- Care instructions
- Social sharing request
- Review request
Win-Back
Re-engage inactive customers:
Trigger: No purchase in 90 days Timing: Automatic Content ideas:
- "We miss you"
- New work they might like
- Special return offer
Creating Custom Automations
Step 1: Start New Automation
- Go to Email → Automations
- Click Create Automation
- Name your automation
- Choose trigger type
Step 2: Configure Trigger
Available triggers:
| Trigger | When It Fires |
|---|---|
| Subscriber joins | New signup |
| Tag added | Subscriber tagged |
| Purchase made | Order completed |
| Cart abandoned | Items left in cart |
| Date-based | Anniversary, birthday |
| Segment entered | Joins segment criteria |
Step 3: Add Steps
Build your automation flow:
Email step
- Compose email content
- Set subject line
- Add personalization
Wait step
- Hours, days, or weeks
- Creates sequence timing
Condition step
- If/then logic
- Branch based on actions
Step 4: Activate
- Review complete flow
- Click Activate
- Automation runs continuously
Automation Best Practices
Welcome Sequence (3-5 emails)
Email 1 (Immediate): Welcome
- Deliver incentive
- Set expectations
- Quick win (free resource, tip)
Email 2 (Day 3): Your Story
- Artist background
- Studio/process images
- Make it personal
Email 3 (Day 6): Best Sellers
- Popular pieces
- Social proof
- Soft sell
Email 4 (Day 10): Exclusive Offer
- Subscriber-only discount
- Create urgency
- Clear CTA
Post-Purchase Sequence
Email 1 (Day 1): Thank You
- Express gratitude
- Order details
- Shipping timeline
Email 2 (Day 7): Check In
- Did it arrive safely?
- Care instructions
- Support contact
Email 3 (Day 14): Review Request
- Ask for feedback
- Social share request
- Tag for repeat buyers
Abandoned Cart Sequence
Email 1 (1 hour): Gentle Reminder
- "Did you forget something?"
- Show cart contents
- Return to cart button
Email 2 (24 hours): Value Reminder
- Why the product is great
- Customer reviews
- Still available
Email 3 (72 hours): Last Chance
- Urgency (limited stock)
- Optional small discount
- Final reminder
Personalization
Dynamic Content
Use subscriber data in emails:
| Tag | Inserts |
|---|---|
{first_name} | Subscriber's first name |
{email} | Email address |
{company} | Company/organization |
Example:
Hi {first_name},
Welcome to my collector's list!
Conditional Content
Show different content based on tags:
- VIP customers see exclusive offers
- New subscribers see introduction
- Repeat buyers see loyalty rewards
Product Recommendations
In post-purchase emails:
- Related products
- "You might also like"
- Cross-sell opportunities
Timing Strategies
Time Delays
| Delay | Use For |
|---|---|
| Immediate | Welcome, receipts |
| 1-4 hours | Abandoned cart |
| 1-3 days | Follow-ups |
| 1 week | Check-ins |
| 30+ days | Re-engagement |
Send Time Optimization
Best practices:
- Avoid weekends for sales emails
- Test different times
- Consider timezone
Time-based triggers:
- Send at 10am subscriber's timezone
- Queue overnight, send in morning
Managing Automations
Viewing Performance
For each automation:
- Emails sent
- Open rate
- Click rate
- Conversion rate
- Revenue attributed
Editing Active Automations
Safe to edit:
- Email content
- Subject lines
- Wait times
Requires pause:
- Trigger changes
- Step additions/removals
- Major flow changes
Pausing Automations
To pause:
- Go to Automations
- Find automation
- Toggle Active off
When to pause:
- Making significant changes
- Testing issues
- Seasonal adjustments
Subscriber Journey
View individual subscriber's automation status:
- Go to subscriber profile
- See Automation Activity
- Shows current position in sequences
Advanced Automations
Branching Logic
Create paths based on behavior:
Welcome email sent
↓
Wait 3 days
↓
Did they open?
Yes → Send "Thanks for reading"
No → Send "Don't miss this"
Goal Completion
End automation when goal achieved:
- Made a purchase
- Reached certain tag
- Visited specific page
Example: Cart abandonment stops if purchase made.
Entry Rules
Control who enters automation:
- Once only (never re-enters)
- Once per period (once per month)
- Every time (always re-enters)
Automation Ideas
For New Subscribers
- Welcome + incentive
- Your story/process
- Popular products
- Limited offer
For First-Time Buyers
- Order confirmation
- Thank you + care tips
- Review request
- Related products
For Repeat Customers
- Purchase thank you
- VIP perks introduction
- Early access announcement
- Referral program
Seasonal
- Holiday prep (November)
- New Year promotions
- Spring collection
- Summer sale
Troubleshooting
Emails Not Sending
Check:
- Is automation active?
- Are subscribers entering trigger?
- Is wait period complete?
- Are emails approved?
Wrong Timing
If emails send at wrong time:
- Check wait step configuration
- Verify timezone settings
- Review trigger timing
Duplicate Sends
If subscribers get duplicate emails:
- Check entry rules
- Review triggers for overlaps
- Ensure "once only" if appropriate