Getting Started with Email Automation: A Beginner's Guide

What You'll Learn

This guide walks you through everything you need to get started with email automation - from understanding the basics to launching your first workflow. No prior experience required.

By the end, you'll have a working welcome email automation and the knowledge to build more sophisticated workflows as your needs grow.

Step 1: Understand What Email Automation Is

Email automation sends emails automatically based on triggers, conditions, or schedules - without you manually hitting send each time.

Examples of Automated Emails:

• Welcome email when someone subscribes
• Reminder when someone abandons their cart
• Follow-up after a purchase
• Birthday discount on a customer's birthday
• Re-engagement when someone goes inactive

Why It Matters:

• Saves time - emails send while you sleep
• Improves relevance - right message at right time
• Increases revenue - automated emails generate 320% more revenue
• Scales your effort - reach thousands with one setup

Step 2: Choose Your Email Platform

You need an email platform that supports automation. Different platforms serve different needs:

For Small Business / Beginners:

• Mailchimp: Easy to use, familiar, affordable starting point
• Brevo: Budget-friendly with good automation
• ConvertKit: Simple and creator-focused

For E-commerce:

• Klaviyo: Deep Shopify/WooCommerce integration
• Drip: Strong e-commerce automation
• Omnisend: Good value for online stores

For SaaS/Software:

• Sequenzy: AI-powered workflows, native billing integration
• Customer.io: Developer-friendly, event-driven
• ActiveCampaign: CRM + automation combined

Start with a platform that matches your business type and budget. You can always migrate later.

Step 3: Set Up Your Account

Basic setup steps (details vary by platform):

Create Your Account

• Sign up for free trial or free tier
• Verify your email address
• Complete basic profile information

Authenticate Your Domain

This improves deliverability - emails are more likely to reach inboxes.

• Add SPF record to your domain's DNS
• Add DKIM record for email signing
• Verify domain ownership in platform

Your platform will provide specific instructions. This usually takes 10-30 minutes.

Import or Add Contacts

• Import existing contacts from CSV if you have them
• Or start fresh and add contacts through signup forms
• Only import contacts who opted in to receive emails

Step 4: Create Your First Automation - Welcome Email

The welcome email is the best place to start. It's simple, high-impact, and every business needs one.

Set the Trigger

The trigger starts your automation. For a welcome email:

• Trigger: "When someone subscribes to list" or "When contact is created"
• Conditions: None needed for basic welcome

Write Your Welcome Email

Keep it simple for your first automation:

Subject line: "Welcome to [Your Brand]!"

Email content:

• Thank them for subscribing
• Deliver any promised incentive (discount, resource)
• Brief introduction to what you offer
• Set expectations for future emails
• One clear call to action

Example structure:

Hi [First Name],

Welcome! Thanks for joining us.

[Deliver promised value - discount code, resource link, etc.]

[Brief intro - 1-2 sentences about what you do and why it matters to them]

You'll hear from us [frequency] with [what they'll receive].

[CTA button - Shop Now / Get Started / Read More]

Questions? Just reply to this email.

[Your name]

Set the Timing

• Send immediately after trigger (within minutes)
• Subscribers expect welcome emails right away

Test Your Automation

• Send a test email to yourself
• Check that all links work
• Verify personalization displays correctly
• Preview on mobile and desktop

Activate Your Automation

• Turn on / activate the automation
• Subscribe yourself to test the full flow
• Verify you receive the welcome email

Step 5: Expand Your Welcome Series

Once your single welcome email is working, expand it to a series:

Email 2 (Day 2-3): Value

• Share your best content or most popular products
• Provide genuine value without hard selling

Email 3 (Day 5-6): Social Proof

• Customer testimonials or reviews
• Case studies or success stories

Email 4 (Day 7-10): Conversion

• Clear call to action (buy, sign up, try)
• Reminder of welcome offer if unused

Step 6: Track and Optimize

After your automation runs for a few weeks, check performance:

Key Metrics to Watch:

• Open rate: Are people opening? (aim for 40%+ for welcome)
• Click rate: Are they engaging? (aim for 5%+)
• Unsubscribe rate: Are you losing people? (should be under 0.5%)
• Conversion rate: Are they taking action?

Optimization Ideas:

• A/B test subject lines
• Try different send times
• Adjust content based on engagement
• Refine your call to action

Step 7: Add More Automations

Once you're comfortable, add these automations:

High Priority:

• Cart abandonment: (e-commerce) Recover lost sales
• Onboarding: (SaaS) Activate new users
• Post-purchase: Build loyalty and get reviews

Medium Priority:

• Re-engagement: Win back inactive subscribers
• Birthday/anniversary: Personal touches
• Lead nurturing: Educate and convert leads

Common Beginner Questions

How many emails is too many?

It depends on your audience, but 1-2 per week is a safe starting point. Monitor unsubscribes and adjust.

What if I don't have many subscribers?

Perfect time to start! Build automation now so it works as your list grows.

How long should emails be?

Keep them scannable - 100-200 words is often ideal. Get to the point quickly.

Should I use templates or plain text?

Test both. Plain text can feel more personal; designed templates can look more professional. It depends on your brand and audience.

Next Steps

You now have everything you need to get started:

1. Choose and set up a platform
2. Create your welcome automation
3. Monitor and optimize
4. Add more automations as you grow

Start simple, learn as you go, and build from there. For SaaS businesses, Sequenzy offers AI-powered workflow generation that makes getting started even faster at $19/month.