Email automations: send on what people do
Make simple 'when this happens, do that' rules that tag people and move them in and out of sequences the instant something happens.
An automation is a rule: When something happens to a contact, Then do one or more things. It can start when a contact is added, a tag is added or removed, a form is submitted, an email is opened, a link is clicked or someone unsubscribes. It can add or remove a tag, or put someone in or take them out of a sequence.
Automations never send email by themselves. Email goes out only through a sequence they enroll someone in, while that sequence is active.
Why it helps
- Your list sorts itself: clickers, buyers and new sign-ups get the right tags without any spreadsheet work.
- People move into the right sequence the moment they qualify, and out of it when they buy.
- Every rule is spelled out in plain words, so you can see at a glance what will happen to whom.
How to use it
- Open Automations. In Grow → Email marketing, choose Automations.
- Start from a recipe or from scratch. Pick a recipe such as Welcome new subscribers or Tag engaged clickers, or press New automation.
- Set the trigger. Under When, choose what starts it, such as A tag is added, then the tag, form or email it watches.
- Add the actions. Under Then, add one or more actions, like Enroll in sequence with the sequence to use. Check that In plain words says what you mean.
- Switch it on and save. Switch it On and press Create automation. Its row in the list shows when it last ran.
Make the most of it
- Use the Stop nurture when they buy recipe: when the customer tag is added, people leave your nurture sequence.
- Prefer A link is clicked over An email is opened for anything important. Opens are estimated, because some mail apps load every image.
- A rule for new contacts covers people added after you switch it on. Your existing contacts aren't back-filled.
- No sequence yet? Build one in Sequences first. People sent to a draft sequence wait there until you activate it.
Hand it over in one click
- Sort out who on my list gets which emails — Nova
- Finally write the welcome sequence I keep putting off — Nova
Questions
Do automations need a paid plan?
Yes. They run while you're away, so switching one on needs the paid plan. See Plans and runs.
Can an automation send an email?
Not directly. It only changes tags and sequence membership. The emails come from the sequence it puts someone in, and only while that sequence is active.
Can two rules keep setting each other off?
No. One rule can set off another, but the chain stops after three steps, so automations can't loop forever.