How to Automate Email Workflows – A Comprehensive Guide

By Snigdha | Last Updated on February 16th, 2024 11:42 am

Communication is key when you want to engage and retain your customers. You can’t simply sell to your loyal customers and forget about them till they come to you again for their next purchase. In this competitive world, someone else, probably your toughest competitor is going to swoop in and steal them away from you. Your best bet to keep your customers coming back to you is by establishing strong communication with them in a way that nothing slips through the cracks. However, as you grow from 10 to a million customers, it is impossible to take care of all your communication activities by sending emails manually. Hence, workflow automation emerges as the perfect solution for all your communication needs. Through email workflow automation, you can ensure accuracy, speed, agility, and scalability for your business and marketing communication. So, before moving into the how, let’s discuss the what.

What is email automation?

For those familiar with the concept of workflow automation, this might be a little simpler to grasp. Email automation is a modern-day tool to streamline and enhance your customer communication efforts. It involves using technology to set up predefined triggers and actions that automatically send emails to specifically targeted recipients based on their behaviors or schedules. This eliminates the need for manual intervention in sending routine emails, allowing businesses to save time and maintain consistency in their outreach. Email automation gives you an opportunity to personalize and tailor your messages so that your audience receives relevant content at the right moment. Whether it's sending welcome emails to new subscribers, nurturing leads through a series of targeted messages, or re-engaging customers who have been inactive for some time, email automation empowers you to deliver the right message to the right people, fostering better engagement and boosting conversion rates. Automating your email marketing efforts improves efficiency and enables data-driven decision-making. By tracking metrics like open rates, click-through rates, etc., you can fine-tune your email strategies for better results. In a fast-paced digital world, email automation is a must-have tool to create impactful, timely, and personalized communication that drives your business forward.

How to automate email workflows using Appy Pie Connect?

A journey well begun is half done. Email automation is a project of great importance and it is important to ensure that you are prepared well in advance before starting the process. One effective way of preparing for this process is putting all the steps of the process in front of you and planning it all out for everyone involved to see and consult at all stages of the process. Listed below are the steps to take if you want to set up email automation for your business.
  1. Define Clear Objectives

  2. Identify your goals for automation before starting the process. Are you aiming to nurture leads, onboard new users, or re-engage existing customers? Having clear objectives in front of you will guide your automation strategy in the right direction.
  3. Choose the Right Email Marketing Platform

  4. Select the right email marketing platform with automation capabilities that are in line with your specific needs and address the critical points in your journey towards the goals. Popular options for email automation include Mailchimp, HubSpot, and ActiveCampaign.
  5. Segment Your Audience

  6. Segmentation is crucial for sending targeted emails because you can’t possibly treat all your clients in the same way. Divide your email list into groups based on demographics, behavior, interests, and purchase history. This will help you send out relevant emails that will bring you better open and conversion rates.
  7. Define enrolment criteria

  8. Clearly define the criteria which must be met for an email address to be added to a specific email automation workflow. It could simply be the act of adding an email address to a list, a form submission on your website, a click on a specific email link, or an email address that qualifies as a marketing lead. This enrollment criteria will define the kind of people you will reach out to, through your email workflow.
  9. Choose the processes to automate

  10. Now that you have an email list in front of you, it is time to decide which processes in the workflow you would like to automate. Is it sending an email, initiating an entire email campaign, scheduling an email, adding a contact to your CRM, or anything else that will help you make good use of the workflow you are setting up? This is a good time to explore the numerous email automation integrations available for you to work towards your specific goals.
  11. Prepare your email campaign material

  12. Your goals are clear, you have a rich and targeted list of email addresses, and you are all set with the right infrastructure. Now, you must flesh out the messaging. What are you going to say in the emails? Are you planning to add educational material or research results? Make sure that at this level you have all the campaign material ready to send to your entire email list.
  13. Do a test run

  14. Create a checklist of all the crucial things you need to look into, including checking your list of enrolled contacts, checking the number of enrolled contacts to see if they match your expectations, taking a look at your planned workflow, and finally, checking the settings of your email marketing automation software. Do a test run to check whether the emails and other materials are being received on the right triggers and time. Make the desired changes till you are happy with what you have.
  15. Kickstart the email automation workflow

  16. Now that you are happy with the email automation workflow you created, it is time to go live! As you go live, you will have to keep monitoring the process to check for any anomalies that may crop up. Be ready for quick troubleshooting and remember that small mistakes will happen and most customers or email recipients will be forgiving, if you are genuine about the messaging and the product you are selling.


Automating email workflows can prove to be of great significance for businesses seeking to streamline communication, boost efficiency, and foster stronger relationships with their customers. By carefully planning, executing, and refining your automated campaigns, you'll not only save time but also deliver more personalized and engaging content that drives results. Embrace the power of email workflow automation and transform the way you communicate with your audience.

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Content Head at Appy Pie