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A new subscriber gets silence
They wanted to hear from you today. By the time the next newsletter goes out, they've forgotten why they signed up.
Email marketing · flows · triggers
Email
Email
automation
Email automation is a set of emails that go out on their own when something happens: a sign-up, a first order, an abandoned cart, a booking, six months of silence. I build these flows once, test them, and they keep working while you serve customers.
Free: a 30-minute call, an action plan and a price range in writing.
Where money leaksMoments when customers
Moments when customers
hear nothing from you
Checkout
Carts left behind
Someone filled a cart and closed the tab. Without a reminder, that sale is gone.
After the job
No follow-up, no review
The customer was happy, but nobody asked for a Google review or offered the next service.
Lapsed
Regulars drift away
A client who came every six weeks hasn't booked in four months, and nobody noticed.
How it works
An email series
An email series
that works for you
After signing up, customers get the next messages at the right moment, and you see what they opened and clicked.
- Welcome and tips
- An offer on the right day
- Reminder about the next appointment
ProcessBuilding email automation
Building email automation
in 5 steps
01
Map the customer path
From first visit to repeat purchase, we mark the moments where an email would help.
02
Connect the data
Store, booking system or CRM linked to the email platform, so triggers fire on real events.
03
Write the flows
Two to five emails per flow, each with one job, plus clear rules for who enters and who exits.
04
Test every branch
Test contacts go through each path, on phones and desktop, before any real customer does.
05
Review monthly
Which emails earn clicks and sales, which ones cause unsubscribes, and what to rewrite.
Price
Email automation
Email automation
pricing
Automation is quoted individually after a short call: it depends on how many flows you need and what has to be connected. Amounts are in Canadian dollars.
■ Core flows[01]
Quote after a call
Fixed price, written scope, deadlines in the contract.
- Welcome series
- Post-purchase or post-visit follow-up
- Review request
- Win-back for lapsed customers
Automation with a CRM[02]
$3,400 CAD
Ready-made CRM setup, where flows run from your sales pipeline.
- HubSpot, Pipedrive or Zoho
- Pipeline and lead stages
- Email triggers by stage
Related workSystems where emails
Systems where emails
follow real events
KagenoishiWarsaw · jewellery
Sales website with an order CRM, ads and a bot, so every order is recorded in one place. The project has just launched; I'll share results once there are hard numbers.
See the case study →Maro StudioWarsaw · beauty courses
500 students on the platform
Website, course platform, ads, bots and CRM working together for an education business.
See the case study →What email automation does for a small business
Email automation replaces the follow-ups you mean to send but never do. When a customer signs up, buys, books or goes quiet, the platform sends a prepared email at the right time. You write it once, test it once, and it keeps working at 2 a.m., on long weekends and during your busiest season.
The idea isn't new, but most small businesses use only a fraction of it. They have a welcome email from 2019 that nobody has read since, and everything else is manual. I build a small set of flows that match how your customers actually buy, then connect them to your store, booking tool or CRM, so they trigger on real events rather than on guesses.
The flows that usually earn the most
| Flow | Triggered by | What it does |
|---|---|---|
| Welcome series | New subscriber | Introduces you, sets expectations, gives a reason to buy or book |
| Abandoned cart | Cart left at checkout | Reminds, answers objections, shows delivery options |
| Post-purchase or post-visit | Order or appointment completed | Says thanks, asks for a review, suggests the next step |
| Repeat reminder | Time since last purchase | Nudges when a refill, service or visit is usually due |
| Win-back | Long silence | Checks in, offers something useful, cleans the list if no response |
A furnace company might remind customers about a yearly tune-up in early autumn. A salon might nudge clients six weeks after a colour appointment. A pet supply store might time reminders to when a bag of food usually runs out. Same logic, different timing.
Triggers need clean data
Automation is only as good as the information behind it. If your store doesn't pass order data to the email platform, the post-purchase flow can't know what someone bought. If bookings live in a paper diary, there's nothing to trigger from. That's why the first stage of my work is connecting systems: the store, the booking software, the website forms and, where you have one, the CRM. Sometimes the right fix is a proper CRM setup first, and the emails come after.
Common automation mistakes
- Too many flows at once. Ten half-tested flows send contradictory emails. I start with three and add more once they work.
- No exit rules. Someone who buys during the cart flow should stop receiving cart reminders immediately.
- Mixing receipts and promotions. Transactional emails are treated differently under CASL. Stuffing offers into them can turn a receipt into a commercial message that needs consent.
- Forgetting the reply button. Automated emails often get replies. Those replies should land in a monitored inbox, not a no-reply address.
Email, SMS and chat working together
Some moments are better handled by a text or a chat message than an email. An appointment reminder the day before is often more effective as an SMS, while a detailed onboarding sequence suits email. For businesses that get most enquiries through messaging apps, I can also connect automated emails with a chatbot so a conversation that started on Instagram continues by email after the booking. Each channel gets its own consent and its own unsubscribe.
What I need from you
Access to your email platform (or a decision on which one to use), access to the store or booking system, and an hour of your time to explain how customers usually buy. After that, you approve the copy and test emails. I handle the rest, and you get a monthly report on what each flow earned. If the platform choice is still open, I compare the options on the email platforms page.
RelatedNext to
Next to
email automation
FAQ
Email automation
Email automation
questions
Which automated emails should I set up first?
Start with the welcome series, because new subscribers are at their most interested. For online stores, the abandoned cart flow comes next. For service businesses, a follow-up after each visit with a review request usually brings the quickest results. Win-back flows come later, once you know your normal repeat cycle.
Does automation work with my booking software?
Often, yes. Many booking and store systems connect directly to email platforms, and others can be linked through Zapier, Make or webhooks. On the first call I check what your system can send out. If it can't share data at all, I'll tell you before quoting, not after.
Will automated emails feel robotic?
Not if they're written well. I write them like short personal notes from the owner, using the customer's first name and what they actually bought or booked. Many customers reply to automated emails thinking a person wrote them, which is why replies should go to an inbox someone reads.
Are automated emails covered by CASL?
Yes, if they're commercial. Purely transactional messages, like a receipt or booking confirmation, are generally exempt from the consent requirement, though they still need to identify you. Promotional flows, such as win-back offers, need consent. I separate the two types so nothing promotional slips into a receipt.
How long until automation pays off?
The welcome and cart flows start working as soon as they go live, because they react to traffic you already have. How much they earn depends on your volume. A store with 20 orders a month will see smaller numbers than one with 2,000, so I'll give you a realistic picture on the call.
Let's map your first
three flows
Send me a link to your site and what you sell. On a free 30-minute call I'll show you where an automated email would bring the most back.