Module 7: Automation and Workflows
Introduction to the Module
As your email list grows, sending every email manually becomes time-consuming and less effective. That’s where email automation and workflows come in. Automation allows you to send the right message to the right person at the right time—without lifting a finger after setup.
This module will walk you through:
• What email automation is and why it’s useful
• The power of trigger-based emails
• How to create drip campaigns that nurture your subscribers
• How to set up automated workflows step-by-step By the end of this module, you’ll be able to create smart email systems that work for you 24/7.
Introduction to Email Automation
Email automation is the use of software to automatically send emails to your subscribers based on specific actions they take or schedules you set. Instead of sending emails one by one, you build systems that respond to your audience’s behavior.
Why is this powerful?
• Saves you time and energy
• Sends emails at the perfect moment (when subscribers are most engaged)
• Keeps communication consistent and personalized
Common examples of automation:
• Sending a welcome email immediately after someone subscribes
• Following up after a purchase
• Reminding someone about an item they left in their cart
Example:
You run a small online bookstore. When someone signs up for your newsletter, they instantly receive a welcome email with a 10% discount. This is automation in action.
Trigger-based Emails
A trigger-based email is sent automatically when a specific action or event happens. These actions, called triggers, could be anything from subscribing to a list to clicking a link in a previous email.
Common triggers include:
• Signing up for your newsletter
• Making a purchase
• Downloading a lead magnet
• Not opening your emails for a while
Benefits:
• Highly relevant messages
• Higher open and click-through rates
• Stronger customer relationships
Example:
A travel agency sends an email with packing tips right after a customer books a flight. That email is triggered by the booking.
Drip Campaigns
A drip campaign is a series of automated emails sent to a subscriber over time, usually based on a topic, promotion, or goal. It’s called “drip” because the messages are spaced out, like drops of water.
Why drip campaigns matter:
• They keep subscribers engaged over a longer period
• They educate or nurture your audience step-by-step
• They increase conversions by moving people through a journey
Common uses:
• Onboarding new subscribers
• Educating leads about your products
• Promoting an event or sale
Example:
An online course creator sends a 5-day email series to new subscribers introducing course benefits, testimonials, pricing, and a limited-time offer.
Setting Up Automated Flows
An email workflow (or flow) is a sequence of automated emails triggered by a user’s actions. It can include conditions (if/then logic) to make emails even more targeted.
Key parts of a workflow:
1. Trigger – What starts the workflow? (e.g., newsletter signup)
2. Conditions – Should everyone get this? Or just a specific segment?
3. Actions – What happens? (e.g., send an email, wait 2 days, check if opened)
Tools to create workflows:
• Mailchimp
• ConvertKit
• HubSpot
• ActiveCampaign
Most platforms use drag-and-drop workflow builders so you can visually map the entire journey.
Example:
A skincare brand sets up a workflow:
• Trigger: user downloads a free skincare guide
• Wait 1 day → Send Email 1: “Thanks! Here’s your guide”
• Wait 2 days → Send Email 2: “Why natural skincare works”
• If link is clicked → Send promo email
• If not → Send reminder
Summary (Before Real-Life Example)
• Email automation saves time and increases personalization by sending emails automatically based on user actions.
• Trigger-based emails respond to specific actions like sign-ups, purchases, or clicks.
• Drip campaigns are pre-written email sequences sent out over time to educate, nurture, or convert.
• Automated workflows combine triggers, conditions, and actions to build smart email journeys.
Real-Life Example: The Small Bakery
Imagine you run a small bakery. You’ve been collecting customer emails both online and in-store. Now you want to use automation and workflows to stay connected without doing everything manually.
Here's how you can apply each concept:
Email Automation in the Bakery
When a new customer signs up through your website or at the counter, they automatically receive a welcome email with:
• A thank-you note
• A 10% off coupon for their next visit
• A link to your most popular pastry recipe
This is your first automated email!
Trigger-Based Email for the Bakery
You’ve set up a system where:
• If a customer buys a birthday cake, they receive a follow-up email 10 days later with a “thank you” message and a special offer for their next celebration.
This encourages repeat business and feels personal.
Drip Campaign for the Bakery
New subscribers get a 3-email drip campaign over a week:
Day 1: Welcome email + discount code
Day 3: A behind-the-scenes look at how your croissants are made
Day 6: An invitation to your upcoming “Coffee & Cookies Sunday” event
Each email builds trust and excitement.
Workflow Example for the Bakery
You build a workflow like this:
• Trigger: Customer signs up on your website
• Email 1: Welcome and discount
• Wait 3 days
• Email 2: Top 3 pastry picks
• Condition: If they click a product link
• Then: Send a personalized offer on that pastry
• Else: Send a reminder to try something new
Now you’re using automation to create smart, personal customer experiences—without extra effort every time.
You’re Ready to Automate!
By setting up simple automations and workflows, you’ll:
• Save time
• Keep customers engaged
• Build lasting relationships
• Grow your sales on autopilot
