Tips for creating and sending a series of emails in the Automation Path Builder

Use cases and best practices for creating and sending an email series using the Automation Path Builder

If you find yourself sending the same email (or emails) over and over again to your newly subscribed contacts, or find that you struggle to keep in touch with your existing contacts, the Automation Path Builder can help! When a contact triggers an automation path, they're sent content in the order and with the timing that you specify. Multiple paths for different purposes can be enabled at the same time, and the possibilities are endless! 

• Tips for writing and breaking out email content
• Examples of emails in a welcome path
• Examples of emails in an ecommerce path
• Example of emails in a custom path

Be a better marketer: Looking for more examples? Check out Automate to Innovate: Marketing Automation Examples to Inspire.

Tips for writing and breaking out email content

Taking the time to set up an automation path saves you time in the long run, and helps you stay engaged with your contacts. Here are a few examples of how to break content into a series of emails and some tips to keep in mind while creating them:

• Be mindful of date-sensitive content - The date when contacts receive the emails in your Automation Path will vary, so you want to be mindful of any date-sensitive content you plan to include. This is especially true for an automation path triggered to send when contacts join a list. Since these tend to run for longer — or indefinitely — keep references to specific dates, holidays, seasons, or events vague in your text and images.
• Provide answers to frequently asked questions - Since new contacts are often the ones who will receive automated emails, keep their interests and questions in mind when planning and creating them. Tell them more about who you are, what they can expect from you, and what resources are available on your website.
• Share relevant information - If contacts are engaging with an email about a specific topic, the related emails in your automation path shouldn't be about something completely different. Similarly, if contacts are signing up to a specific list, make sure the content you include in your emails is relevant to that list. Consistently receiving irrelevant emails could result in your contacts unsubscribing.
• Share something of value - Use your automation path emails as an opportunity to share proven information. Giving tips and how-to's over time is an excellent way to demonstrate your expertise, build new contacts' trust, and keep their interest.
• Give contacts a reason to engage - Include links to your website and videos, or provide a special coupon or promotional code. Just make sure not to include an expiration date since you don't know when your contact will receive it.
• Collect information from your contacts - Collecting personal details about your contacts allows you to segment your lists and send more targeted emails. However, if you ask contacts to provide too much personal information on your sign-up form, they may be hesitant to give it to you because you haven't earned their trust yet. It's a good idea to request this type of information after they've received a few of your standard emails— dedicate one of the later emails in your automation path to request they update their profile.
• Nurture your leads - Your contacts need to be nurtured before being asked to purchase or do something for you, like volunteer or make a donation. Spread your content out across a few weeks and share more supporting information before asking your contacts to take action.
• Request feedback from newcomers - Gather feedback from contacts by including a poll or a link to a survey in an email in your automation path. You may want to ask where they first heard about your organization, why they're interested in you, and whether they have participated in or used similar organizations and services before. You'll not only learn more about them and what they like, but asking for your contacts' opinions and feedback makes them feel valued!

With the Automation Path Builder, you can send out a single email or send out a series of emails, and if a contact answers your call-to-action, you can set it so any following emails automatically stop.

Looking for help with setting up your series? Check out our article for Getting started with the Automation Path Builder.

Example of emails in a welcome path

Welcome emails are the perfect way to engage with your contacts when their engagement level is at its highest—right after they sign up for your list.

Example 1: Single email for a targeted audience

An accountant sets up a welcome path so that when new clients subscribe to their list through a specific sign-up form designed for individual filers, they're automatically sent an email outlining everything the client needs to gather for their first meeting.

Email #1

Example 2: Series of "Get to know us" emails

A nonprofit sets up a welcome path to welcome and nurture new contacts. The first email thanks subscribers for joining their mailing list, the second shares more information about the organization and its cause, and the last finally asks for contacts to donate.

Email #1	Email #2	Email #3

Example 3: Single email with targeted follow-up emails

A landscaper needs a little help gauging his customers' unique needs, so they create a welcome path for their "general interest" list. Each time a new customer signs up for his list, they're sent an email offering three different services. Then, using conditional splits, when their customers click one of the buttons in his email, they're not only brought to the appropriate page of his website, but they're also sent a corresponding email with more information on the service they showed interest in.

Email #1	Email #2

Save time: To get you started quickly, our Automation Path Builder includes pre-built welcome templates that can include both email and SMS messages! Learn more.

Examples of emails in an ecommerce path

Are you using Shopify, Squarespace, Wix, or WooCommerce? These can be integrated into our Automation Path Builder so that you can send emails based on your customers' purchasing habits or inactivity.

Example: Customer re-engagement

A boutique uses the "win-back series" template to engage customers who haven't purchased for a while with their latest seasonal sale. Using time delays, a series of emails is sent that all have the same discount information, but highlight different types of merchandise. Because the boutique has its ecommerce platform connected, it can stop the series from sending after a customer makes a purchase.

Trigger Email	Email #1	Email #2...

Save time: Our Automation Path Builder includes ecommerce templates for both abandoned cart reminders and for engaging with new and existing customers.

Example of emails in a custom path

Custom paths give you the most flexibility in designing a series of emails. Choose any trigger you want and then build out your path.

Example 1: Appointment reminders

A salon sets up two custom automation paths with the "added to specific list" trigger, one to send to customers with long hair and one for short hair. When customers book their first appointment, they’re added to one of the two lists based on their hair type. The email content for both series is exactly the same, but have different time delays between each email corresponding with their hair type.

Email #1	Email #2	Email #3

Example 2: Informational series

A yoga studio sets up a custom automation path with the "added to a specific list" trigger for their beginner yoga class. Whenever a contact is added to their "first-time yoga students" list, it triggers the emails to start sending. Each email in the series highlights a different yoga pose they’ll be focusing on in the next class. The students receive the first email a week before the first class and receive an email each week until the last class. The final email in the series also shares information about registering for an advanced-level class. The path can also be copied for the next beginners' class!

Email #1	Email #2	Email #3...

Example 3: Event promotion

A membership organization sets up a custom automation path with the "added to a specific list" trigger to promote its upcoming event. All members are added to a list for the event, which triggers the emails to start sending. The first email highlights some of the event’s speakers and sessions, the second highlights the venue and location, and the third promotes other activities happening during the event. Each email provides links to register for the event.

Trigger Email	Email #1	Email #2...

Save time: Our Automation Path Builder includes a custom template! Just choose the "Added to specific list" trigger to get started. Learn more.

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