A Complete Beginner's Guide on How to Use Email Automation

Did you know that in 2024, e-mail marketing revenue was projected to surpass 9.5 billion US dollars? Such figures show the astounding power of email as a marketing tool for engaging customers, nurturing leads, and driving conversions. 

Email marketing is undoubtedly the single most powerful tool that you can employ as a leader, business owner, manager, or consultant to reach out to customers and strengthen your brand presence. This is where email automation comes into play, enabling you to scale your marketing efforts without sacrificing the personal touch.

But to truly harness the power of email automation, you need to understand the basics. Let's explore how to harness email automation to elevate your marketing efforts.

What is Email Automation?

Email automation allows you to send targeted emails to your subscribers based on specific triggers or schedules. Instead of manually crafting and sending individual messages, automation enables you to set up workflows that deliver the right content to the right audience at the right time.

Benefits of Email Automation

1. Boost in Consumer Purchasing through Personalised Recommendations
   

   By analysing user behaviour and preferences, you can send personalised product suggestions, increasing the likelihood of purchases.

   
   

2. Impact of Personalisation on Customer Loyalty
   

   Personalised emails make customers feel valued, fostering loyalty and encouraging repeat business.

   
   

3. Challenges of Brand Switching without Personalised Communication
   

   Without personalised engagement, customers may feel disconnected and consider switching to competitors who offer a more customised experience.

   
   

4. Correlation between Personalisation and Increased Customer Spending
   

   Customised content resonates more with recipients, often leading to higher spending per transaction.

Implementing Email Automation

Automating your inbox can deliver timely, personalised messages to your subscribers without constant manual effort. By setting up automated workflows, you can engage customers at key touchpoints, from welcome emails to re-engagement campaigns. The right implementation ensures your emails are not only consistent but also optimised to drive conversions and build lasting customer relationships.

1. Introduction to Drip Campaigns and Their Triggers

Drip campaigns are a series of automated emails sent to subscribers based on specific actions or predefined schedules. The goal is to nurture leads, build relationships, and guide recipients through the buyer's journey without manual intervention. These campaigns ensure timely and relevant communication, increasing engagement and conversion rates.

Here are some key types of drip campaigns and their triggers:

1. Welcome Series

• Trigger: When someone subscribes to your newsletter or creates an account.

• Purpose: To introduce your brand, set expectations, and provide initial value.

2. Abandoned Cart Emails

• Trigger: When a customer adds products to their cart but does not complete the purchase.

• Purpose: To remind customers about their unfinished transactions and encourage them to complete the purchase.

3. Post-Purchase Follow-Up

• Trigger: After a customer completes a purchase.

• Purpose: To reinforce brand loyalty, encourage repeat purchases, and collect feedback.

4. Re-engagement Campaigns

• Trigger: When a subscriber has not engaged with emails or visited the website for a certain period.

• Purpose: To win back inactive subscribers and rekindle their interest.

5. Lead Nurturing Campaigns

• Trigger: When a potential customer downloads a resource, attends a webinar, or signs up for a free trial.

• Purpose: To educate and guide leads toward making a purchase decision.

Drip campaigns help you stay connected with your audience while automating the process of lead conversion and customer retention. Setting up well-timed email sequences can heighten engagement, build trust, and drive more sales effortlessly.

2. Crafting Compelling Preheaders to Engage Recipients

Preheaders are an often-overlooked yet powerful element in email automation, serving as a preview of the email's content alongside the subject line. When optimised, preheaders can improve open rates and encourage recipients to engage.

How to Craft Effective Preheaders:

• Be Concise and Clear

  • Ideal length: 30–80 characters.

  • Example: "Your exclusive 20% discount – today only!"

  • Why: Clear and informative previews fit mobile screens without getting cut off.

    
    

• Spark Curiosity (Without Clickbait)

  • Use teasers like: "A surprise gift is waiting..."

  • Why: Encourages opens without misleading recipients.

    
    

• Personalise for Impact

  • Example: "Anna, your loyalty reward is inside!"

  • Why: Personalised messages increase relevance and engagement.

    
    

• Create Urgency or Exclusivity

  • Example: "Hurry! Free shipping ends tonight!"

  • Why: Time-sensitive language drives action through FOMO.

    
    

• Complement, Don't Repeat

  • Example:

    • Subject Line: "Discover Our New Spring Collection"

    • Preheader: "Fresh arrivals + exclusive early access inside!"

  • Why: Adds context without redundancy.

Pro Tip: Always A/B test different preheaders to identify what resonates best, especially on mobile devices with limited space.

With the right approach, preheaders become a secret weapon in email automation—subtly nudging recipients to open and engage with your message.

3. Utilising Effective Email Formatting 

Effective email formatting is vital in automation by enhancing readability, user experience, and engagement. Even the most compelling messages can be ignored if poorly presented, making clear, visually appealing layouts essential.

How to Optimise Email Formatting:

• Design for Mobile-First

  • Use responsive templates that adjust to different screen sizes.

  • Example: Single-column layouts with large, tappable CTA buttons.

  • Why: Over 60% of emails are opened on mobile devices.

    
    

• Structure for Easy Scanning

  • Use headings, bullet points, and short paragraphs.

  • Example: Highlight key points with bold text.

  • Why: Helps recipients quickly absorb information.

    
    

• Prioritise Readable Fonts

  • Use web-safe fonts like Arial or Roboto.

  • Example: Body text at 14–16px with contrasting colours.

  • Why: Ensures consistent readability across devices.

    
    

• Guide Attention with Visual Hierarchy

  • Use larger fonts for headlines and ample white space.

  • Example: Place CTAs above the fold.

  • Why: Directs readers to key actions.

    
    

• Make CTAs Stand Out

  • Use bold colours and action-oriented text like "Claim Your Offer."

  • Why: Drives conversions and makes actions clear.

    
    

• Maintain Consistent Branding

  • Use brand colours, logos, and personalised sender names.

  • Why: Reinforces brand identity and trust.

Pro Tip: Test automated emails across devices and email clients to ensure consistent formatting before sending.

Automated campaigns become more engaging, user-friendly, and conversion-focused by mastering email formatting.

4. Essentials of Engaging Copywriting in Emails

Engaging copywriting is the heart of every successful email automation campaign. It's not just about selling, but also connecting with your audience, addressing their needs, and guiding them toward action. Well-written emails can boost open rates, increase conversions, and build long-term customer relationships.

Your email copy should always speak to what matters most to your audience: solving their problems.

Here's how to write email copy that grabs attention and drives results:

• Address Pain Points

  • Show empathy and understanding.

  • Example: "Tired of manual follow-ups? Let automation lighten your load."

  • Why: Builds connection by acknowledging frustrations.

    
    

• Offer Solutions Without Being Push

  • Focus on benefits, not features.

  • Example: "Track leads and close deals automatically with our CRM."

  • Why: Positions your product as helpful, not salesy.

    
    

• Write in a Conversational Tone

  • Use everyday language and short sentences.

  • Example: "Hey Sarah, ready to simplify your emails?"

  • Why: Makes emails feel personal and relatable

    
    

• Highlight Benefits Over Features

  • Translate features into outcomes.

  • Example: "Save time and reach more customers with automated email sequences."

  • Why: Shows how the product improves the recipient's life.

    
    

• Create Urgency Without Pressure

  • Use friendly, time-sensitive language.

  • Example: "Sign up today — your exclusive discount ends soon!"

  • Why: Encourages action without being aggressive.

    
    

• Personalise the Message

  • Include names or recommend products based on behaviour.

  • Example: "John, your loyalty reward is waiting!"

  • Why: Makes emails feel more relevant.

    
    

• End with a Clear CTA

  • Use action-oriented language.

  • Example: "Start Your Free Trial →"

  • Why: Guides readers toward the next step.

Excellent email copy doesn't need to be flashy. It must be clear, personal, and focused on your audience's needs. When your emails speak directly to what your subscribers care about, you'll naturally build stronger connections and drive more conversions — all while letting automation do the heavy lifting.

5. Strategic Opt-Out Options to Maintain Subscriber Lists

Offering strategic opt-out options is a crucial step in email automation, not only to comply with data protection regulations like GDPR and CAN-SPAM but also to maintain a healthy, engaged subscriber list. When subscribers know they can opt out easily, they are more likely to trust your brand and remain engaged with your content.

A streamlined opt-out process shows that your business values customer preferences, which can ultimately boost your brand reputation.

Here's how to implement opt-out options without losing valuable subscribers.

• Make the Unsubscribe Link Visible: Place the opt-out link at the bottom of every email in clear, straightforward language like "Unsubscribe" or "Manage Preferences". Avoid hiding it in small fonts or hard-to-find locations.

  
  

• Offer Subscription Preferences: Give subscribers the option to customize their email frequency or content preferences instead of opting out entirely. For example, allow them to choose between newsletters, promotional emails, or product updates.

  
  

• Use Polite, Respectful Language: Frame opt-out options in a friendly way, such as "We'll miss you, but you can unsubscribe anytime" rather than "Click here to stop receiving emails."

  
  

• Simplify the Opt-Out Process: Ensure the unsubscribe process takes just one or two clicks, without requiring login details or extra forms.

  
  

• Ask for Feedback: Include a short, optional survey asking why they are unsubscribing. This insight can help improve future email campaigns.

  
  

• Confirm the Unsubscription: Send a confirmation email letting users know they've successfully unsubscribed, and use the opportunity to invite them to rejoin in the future.

Strategic opt-out options help filter out disengaged users, allowing your brand to focus on building a more loyal and active subscriber base. Giving subscribers control over their inbox experience makes you more likely to retain those who genuinely want to hear from your business.

Types of Email Automation

Automating your inbox isn't just about sending messages on autopilot; it's about delivering the right message at the right time to each subscriber. Different types of automated emails cater to various stages of the customer journey, helping you nurture leads, re-engage inactive users, and drive repeat sales, all without constant manual effort.

Here's a closer look at popular types of email automations.

• Purchase Confirmation & Next Steps – Confirms an order and sets expectations for delivery or subsequent actions.

  
  

• Order Tracking & Delivery Updates – Provides real-time shipping details, estimated delivery dates, and tracking links.

  
  

• Personalised Birthday & Special Occasion Offers – Celebrates customer birthdays or milestones with exclusive discounts or perks.

  
  

• Incomplete Purchase Reminders – Nudges users to complete a checkout or revisit their abandoned cart.

  
  

• Onboarding & Welcome Journeys – Engages new subscribers with brand stories, product highlights, and next steps.

  
  

• Intelligent Product Recommendations – Suggests complementary or upgraded items based on purchase history and browsing behaviour.

Email Automation using NewMail for Business Growth

Email automation with NewMail doesn't just save time; it helps businesses scale their marketing efforts without sacrificing quality or consistency. Whether nurturing leads, onboarding customers, or promoting products, automation allows you to set up workflows that keep your communication running in the background. Its key features are as follows/

1. Workflow Customisation

• What It Does: Allows users to tailor how the AI assistant manages their inbox by setting rules to mark emails as read, archive, or star based on priority.

• Why It Matters: Provides users with flexibility to automate their inbox based on their unique workflow, reducing manual tasks.

2. Smart Drafts

• What It Does: Generates personalised, high-quality email drafts for replies that require attention.

• Why It Matters: Saves time by automating email responses while adapting to the user's tone and communication style.

3. Automatic Task Creation

• What It Does: Detects actionable items from emails and adds them to a to-do list integrated with Gmail.

• Why It Matters: Ensures essential tasks aren't lost in a busy inbox, helping users stay organised and on top of deadlines.

4. Daily Briefing

• What It Does: Concisely summarises key emails, newsletters, and daily priorities.

• Why It Matters: Helps users hit the ground running by focusing on daily critical communications.

5. Categorisation & Prioritisation

• What It Does: Automatically sorts emails into categories (e.g., high-priority, spam, follow-ups) and flags urgent ones.

• Why It Matters: Reduces inbox noise, enabling users to focus on what matters without missing essential updates.

Conclusion

Email automation is a powerful tool that can transform your marketing strategy. By implementing personalised and timely campaigns, you not only enhance customer experience but also drive business growth. Start integrating these strategies today to see optimised results in your marketing efforts.

With NewMail by your side, you have the most powerful email assistant that organises, prioritises, and optimises your emails for maximum efficiency. From categorising messages based on importance to drafting smart, time-saving replies, NewMail is designed to simplify email management for you. With your inbox in order, you can dedicate your energy to driving impact and achieving your goals.

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