Coming back to work after the holidays can be really overwhelming, fortunately, there are strategies that can help you start strong and save time while increasing quality. Enter email automation: a powerful tool that helps you connect with your audience meaningfully while optimizing your time. Whether you’re welcoming new subscribers, following up on events, or re-engaging inactive customers, automation can supercharge your marketing efforts. Automated emails have a 76% higher open rate and a 152% higher click-through rate proving there are benefits beyond how much simpler automations make your job, but where to start. In this post, we’ll explore five essential email automation types—and show how the right ESP can help you execute them seamlessly.
Welcome campaigns to start strong
A welcome campaign is a series of 2-3 emails designed to introduce your brand to new subscribers. First impressions count, and engaging early helps build trust and sets the tone for future interactions. A well-executed welcome series ensures subscribers understand who you are, what you offer, and how you can add value to their lives. It can also arm you with valuable data moving forward based on what you’re seeing your subscribers interact with.
Your checklist to create an effective welcome campaign:
- Set expectations for email frequency and content.
- Offer incentives like discounts or free trials to encourage immediate interaction.
- Showcase your brand’s value and highlight your unique selling points.
- Create an automated thank-you email with a survey link.
- Include follow-up materials like outlining other opportunities for engagement, related products, or special offers.
- Switch to SMS if your data indicates that’s a preferred communication channel.
A good initial order to your welcome flow could look like this. To start out send an initial email thanking new subscribers, followed by a “getting started” guide and then a special discount for their first purchase.
Event follow-up to gather data
Event follow-up emails are sent after someone interacts with an event, such as attending a webinar, visiting your booth at a conference, or downloading an ebook. Timely follow-up maximizes the impact of your event, reinforces your brand’s value, and encourages further engagement. Shoot for 24 to 48 hours after the event, soon enough that it’s still fresh, but not so soon they’re exhausted.
To make the most of event follow-up automation:
- Send a thank-you email with a personalized message.
- Include a link to a survey or feedback form.
- Share additional resources, such as presentation slides or exclusive offers.
Delivra’s automation builder makes it simple to set up triggers based on event participation. You can also use clickstream data to track post-event web activity and refine your follow-up strategy. This is a great way to touch base with attendees post-event so they truly feel valued…like it really mattered that they were there. Follow-up emails when used correctly can also be an effective tool to gather feedback and improve your process for future events. Talk about a win-win.
Re-engagement flows to reconnect dormant subscribers
Re-engagement campaigns are essential for reviving dormant subscribers and maintaining a healthy email list. By rekindling interest or gracefully removing inactive contacts, these campaigns improve your email deliverability and help convert unresponsive subscribers into loyal customers.
Inactive subscribers can harm your engagement metrics, but re-engaging even a small percentage can significantly impact ROI. These campaigns optimize your existing audience while protecting your sender reputation.
Strategies for effective re-engagement
- Craft compelling CTAs
Use action-oriented phrases like “We miss you” or “Resubscribe with one click here” and ensure that subscribers can get their desired result with a maximum of one click (more on this later).
- Focus on personalization
Reference past interactions and tailor offers using dynamic content because the best way to regain a subscriber’s interest is to be interesting to them specifically.
- Lean on your preference center
Follow up within a week with a link to your preference center, allowing subscribers to adjust their interests or change frequency.
- Offer exclusive incentives
Offer perks like free shipping or early access to sales as an added draw. This can also encourage wafflers to commit to that purchase they’ve been eyeing.
- End with conscious consideration
In general, a follow-up email should not be sent after someone unsubscribes unless it serves a clear, user-centric purpose. For example, confirming the request so they feel heard or gathering feedback. The focus should be on respecting user preferences, maintaining compliance, and leaving a positive impression.
Re-engagement campaigns are more than reactivating subscribers—they’re about showcasing value, improving list quality, and strengthening relationships. With the right approach, you can turn inactivity into a renewed opportunity. Remember if you leave someone with a good impression, they may still return later.
Renewal campaigns to stay relevant
Renewal automation reminds customers to renew memberships or repurchase time-sensitive products. Retention is more cost effective than acquisition, increasing customer retention rates by just 5% can boost profits by 25% to 95%. Renewal campaigns help maintain a steady revenue stream while keeping customers engaged—it’s a fact.
To build an effective renewal campaign:
- Start reminders 30 days before the renewal date, gradually increasing urgency.
Early reminders give customers ample time to act and reduce the likelihood of unintentional churn due to forgetfulness while gradual urgency helps guide the decision-making process. Starting with a friendly reminder and escalating to more urgent messaging ensures you stay top of mind without overwhelming the customer. - Encourage early renewals with discounts or perks.
Incentives like discounts or exclusive perks create a sense of urgency and reward loyalty, making customers more likely to act early. Early renewals help smooth out cash flow and reduce end-of-period workload spikes on your end…everyone is a winner! - Include a clear call-to-action that takes customers directly to the renewal process.
A direct, user-friendly CTA removes friction from the renewal process, reducing drop-off rates. Customers are more likely to complete the action if they can access the renewal process with one click so make it clear and easy for best results. Emails with a single CTA increased clicks by 371% and sales by 1617%.
By incorporating these strategies, you can significantly improve renewal rates, strengthen customer relationships, and create a seamless and rewarding renewal experience. For example, send a 30-day reminder email, a 15-day “don’t miss out” email, and a final “last chance” email the day before expiration. Use your ESPs automation builder to create time-triggered workflows, ensuring your renewal emails are sent at the perfect moment. If you need more inspiration, explore this read for more ideas to boost member renewals with email and SMS.
Upsell and cross-sell emails to increase personalization
Upsell and cross-sell emails recommend complementary or upgraded products/services based on customer behavior or purchase history. This automation strengthens customer relationships, increases revenue, and enhances satisfaction through personalized offers.
Best practices for upselling and cross-selling:
- Personalize recommendations with phrases like “you might also like” or “upgrade for extra benefits.”
- Check your timing. Time cross-sell suggestions for immediately after purchase and upsell offers once the customer has experienced the value of their initial purchase.
- Highlight the benefits, such as bundle discounts or limited-time offers.
Look at it this way, try to be the solution to the problem your subscriber doesn’t know they have yet. After a customer purchases a camera, send an email recommending lenses or accessories. Later, suggest upgrading to a premium subscription for extended warranty coverage. Let’s face it, everyone knows the feeling of having a need or an issue and the relief of having the solution presented to them. Be that presenter!
Use these automation types to cover your bases
Email automation isn’t just a convenience—it’s a necessity for marketers looking to scale their efforts and deliver value to their audience. By implementing these five strategies, you can create meaningful customer journeys, increase engagement, and drive revenue growth. Automations, once in place, will also save you a lot of time in your day to day. If you’re inspired to dive deeper into automation The ultimate guide to building email automations is a great next step.
Or if you’re ready to elevate your email marketing game and your ESP isn’t supporting your endeavors explore Delivra’s automation features to see how we simplify complex workflows for busy marketers. For more insights, check out our blog on email marketing best practices.
