Five email automations every small business should switch on
Email still returns more per dollar than any other marketing channel. But the real magic isn't the newsletter you send on Thursday — it's the emails that send themselves.
An automation is a sequence you set up once, that then runs forever based on what a contact does. Here are the five worth switching on first.
1. The welcome email
When someone joins your list, they're more interested in you than they will ever be again. A welcome email — sent within minutes — capitalises on that moment. Say thanks, set expectations, and point them to your single best piece of content.
Open rates on welcome emails routinely beat regular campaigns by a wide margin. Not having one is leaving the easiest win on the table.
2. The lead nurture sequence
Most enquiries aren't ready to buy today. A nurture sequence — three to five emails spaced over a couple of weeks — keeps you in the conversation. Each email should answer one real objection or question: pricing, process, proof, timing.
By the end, a cold lead has had the equivalent of several sales conversations, automatically.
3. The abandoned enquiry follow-up
Someone started a quote form, or emailed and went quiet. A short, friendly nudge a day or two later recovers a surprising number of these. It isn't pushy — it's helpful. People get busy; a gentle reminder is a favour.
4. The post-purchase or post-project email
Just delivered for a customer? Automate a check-in. Ask how it's going, offer help, and — once they're happy — ask for a review. Reviews are the cheapest marketing you'll ever run, and the best time to ask is right after a good experience.
5. The win-back
Customers go quiet. A win-back automation triggers after a period of no activity — say six months — with a simple "we'd love to see you again" and a reason to return. Reactivating an old customer is far cheaper than finding a new one.
The thread that connects them
Notice what every one of these has in common: they're the follow-ups you already know you should do, but rarely get to. Automation doesn't replace good marketing — it just makes sure the good marketing actually happens.
Set them up once, and they work every day, including the days you're flat out running the business.
Want these built and running on your list? Tell us about your business.