Which flow should I build first?

Usually the one closest to a sale that you don't have yet. For a shop, that's often abandoned basket or welcome. For a B2B business, it's often the sequence that follows a download or a demo request. I'll recommend an order once I've seen your setup.

What can trigger an email?

Anything your platform can see: a sign-up, a form, a page view, a basket left behind, a purchase or an action in your product. Some of those need tracking or an integration added first, and tracking on your site needs the right consent in place.

Will this work with my current email platform?

Platforms such as Klaviyo, Mailchimp, HubSpot and Marketo all support triggered flows, though what you can do varies by platform and plan. I'll check yours early on and tell you if anything gets in the way.

Do people need to have opted in to get these emails?

Most of these flows count as marketing, so consent matters. I consider consent and email marketing best practice when setting them up: who's eligible for each flow, an unsubscribe link in every marketing email and suppression lists that are respected.

Email Marketing

Email Automation and Customer Journeys

I build welcome series, abandoned basket, re-engagement and lifecycle flows that start when someone does something on your site or in your product. Each email goes out at the moment it makes sense for that person.

Start an automation project

Triggered flows

Example emails

This starts the flow. Here's the first email it sends.

The wait holds this email until a sensible moment.

The first email in the flow.

What they did next decides which email follows.

From: Example Studio

Welcome. Here's where to start

Thanks for signing up. Here's what you'll get from us and the best page to read first.

From: Example Studio

Your next step

You've had a look around, so here's the next step for when you're ready.

From: Example Studio

A quick introduction

In case you missed it, here's who we are, what we do and how it could help you.

From: Example Shop

You left something in your basket

Your items are saved. Pick up where you left off whenever you're ready.

From: Example Shop

Thanks for your order

Thanks for ordering. Here's what happens next and how to reach us if you need anything.

From: Example Shop

Any questions before you order?

Here are the delivery and returns details, and how to reach us if you'd like help choosing.

From: Example Studio

Still want to hear from us?

It's been a while. Tell us what you'd like to receive, or unsubscribe in one click.

From: Example Studio

Thanks, your preferences are saved

You'll only get the emails you picked, and you can change them at any time.

From: Example Studio

This is our last email for now

We'll stop sending these. You're welcome back at any time through the form on our site.

From: Example Shop

How's it going so far?

You've had your order for a little while. Here are a few tips for getting more from it.

From: Example Shop

Thanks for coming back

Good to see you again. Here are a few things that go well with your last order.

From: Example Shop

Time for a top-up?

If you're running low, here's a quick way to reorder what you had last time.

What you can expect from email automation

A map of every flow

A simple diagram of each trigger, wait, email and branch. You can see what a customer will receive before anything gets built.

Triggers from real behaviour

Flows that start from actions such as a sign-up, a basket left behind, a purchase or a feature used, with your site or product connected to your email platform.

The flows you need

Welcome series, abandoned basket (your platform may call it abandoned cart), re-engagement and lifecycle emails, built in the order that suits your business.

Emails written for each step

Copy and templates for every email in the flow, each with one job to do and one next step.

Rules for who gets what

Exit conditions and suppression lists that stop someone getting a basket reminder for something they bought this morning, or landing in several flows at once.

Reporting on each flow

Clicks and conversions for each email and branch, explained in plain English, with a recommendation on which step to change next.

How an email automation project works

Step 1
Map the journey
We look at what people do on your site or in your product and where an email would help. I'll check what data your platform can already see.
Step 2
Build the logic and templates
I set up the triggers, waits and branches on your platform and build the templates that go with them.
Step 3
Test every path
I run test contacts through each branch, check rendering across inboxes and devices, and confirm SPF, DKIM and DMARC are in place before anything goes live.
Step 4
Launch and improve
Flows go live in the order we agreed. I track opens, clicks and conversions, report in plain English and shift effort towards what's converting.

Common questions

It depends on what's involved: how many flows you need, how many emails sit in each and how your data reaches the platform. I'll agree a clear scope and price with you before work begins.