Email automation sends the right message at the right time without anyone pressing send. You set up a flow once, and it runs for every new subscriber or customer.
If you are just starting, set up these 5 flows first. Most email platforms, including Mailchimp, Klaviyo, Brevo and HubSpot, support all of them.
The 5 flows at a glance
| Flow | Trigger | Number of emails | Main goal |
|---|---|---|---|
| Welcome series | New subscriber | 2 to 4 | Build trust and set expectations |
| Lead nurture | Downloads a guide or books a demo | 3 to 6 | Answer questions and move toward a sale |
| Abandoned cart or sign-up | Starts but does not finish | 2 to 3 | Recover the sale |
| Onboarding | New customer | 3 to 5 | Help them get results quickly |
| Re-engagement | No opens for 3 to 6 months | 2 to 3 | Win them back or remove them |
1. Welcome series
Send the first email straight after sign-up, while interest is highest. Say thank you, deliver anything you promised, point to your best content and tell people how often you will email.
2. Lead nurture
Send a friendly reminder within a few hours, then one more a day later that answers common doubts, such as pricing or setup time. Keep the tone helpful and low-pressure.
3. Abandoned cart or abandoned sign-up
Send a friendly reminder within a few hours, then one more a day later that answers common doubts, such as pricing or setup time. Keep it helpful rather than pushy.
4. Customer onboarding
New customers decide early whether a product is worth keeping. Walk them through the first steps, show 1 quick win and tell them where to get help.
5. Re-engagement
Ask inactive subscribers whether they still want your emails. Remove those who don’t respond. A smaller, active list protects your sender reputation, which our email deliverability checklist explains in detail.
Tips for every flow
- Give each email one job and one call to action.
- Use a real person’s name as the sender where it fits.
- Test every link and check the email on a phone before turning a flow on.
- Write clear subject lines. Our subject line tips help here.
- Review results monthly and rewrite the weakest email in each flow.
Start with the welcome series. It is quick to build and it reaches every new subscriber. Find more guides in our email marketing section.
