The 3 Key Email Automations for Small Businesses


If automations seem like something bigger companies do, or (ironically!) something you don’t have time to set up, let’s keep it nice and simple so you can improve your connection with your customers – and save yourself some time.

 We all have moments where we’d love to clone ourselves, right?

There’s too much to do, there’s only one of you, and time’s marching on whether you’ve got the beat or not.

So let’s make it easy for ourselves.

Email automations are a small businesses’ best friend – they save you heaps of time and help you build better relationships with your customers.

When you’re feel there’s too much on your plate, you’re not writing your best emails and it’s easy to forget to send those little notes that help keep a connection going.

Here’s the 3 Key Email Automations I recommend for small businesses, my top tips for writing them with warmth – and there’s a FREE PDF worksheet so you can get these set up quickly.

Let’s dive in… play the video above, or you can read the transcript below.


It’s key to remember that these emails will go out to your customers with the same clarity with which you wrote them.


Here’s the Video Transcript

If you haven’t done any email automations before, you might be thinking they sound a bit technical!

The goods news is that automations are actually really simple and easy to set up – either in your email provider or in your online shop provider. Both will have walk through videos to show you step by step how to set them up, as it’s such a fundamental building block for your business.

And automation really is a gift for small businesses.


They save you time

All that time you’d have spent sending similar emails on a regular basis – you get that time back to do the activities that actually help you grow your business.


They allow you to ‘set and forget’ repetitive communication

The key to remember here, is that these emails will go out to your customers with the same clarity with which you wrote them.

Although you may forget your automations are doing their thing in the background, your customers are getting the key information – the welcome or warmth you want to get across, or the ideas about your business that you want to share with them – as they read it for the first time.

There are three key different email sequences I would suggest you set up.


Welcome Sequence

The first is to have a welcome sequence if someone signs up for your newsletter.

Start with an email that essentially says, ‘Thank you for signing up to my newsletter!’ and if you’ve offered them an opt in or freebie, send them the link to that to them too.

After that, you could send a second email a few days later that might tell them a little bit more about your business or a little more of your story. Keep it interesting and keep it ultimately about them – what they’re interested in. You’re helping them understand how you can help them in some way.

I often see people do a third email as well – it could be a little offer or a little welcome bonus for people.

It’s really useful to imagine yourself going through that customer journey – they’ve signed up for your newsletter, they get that first email from you, you get in touch a few days later, then maybe there’s a kind of little sweetener on the third email to entice them to buy if they haven’t already.


Purchase Automation Sequence

The second one to set up is your purchase automation sequence.

This would start with someone buying from you, and they’d get a thank you email that confirms the order (again, most online shops or ecommerce portals will you to do this).

You might then send a dispatch email (if relevant) to tell them their product is on its way.

After a little bit of time (depending on how quickly they’ve used your product or service), you might ask them for feedback or a review – either through a review site, or by asking for reviews to add to your own website.


Lapsed Customer Automation

The third series I’d recommend setting up is your past customer automation.

Essentially, this is if someone has bought from you, but then you haven’t seen them for some time – a way to encourage them back to buy from you again.

Now, under GDPR Data Protection in the EU, they need to be on your marketing mailing list – they need to have agreed to hear from you. You can’t send customers marketing emails if they’ve not agreed for you to do that.

A lot of email providers can let you see who is on your newsletter list but hasn’t bought from you in the past X months (choose a time length that suits your business) – then you can send a newsletter just to those people.

Depending on your service provider for your newsletters, this can be automated – you can set it up to recognise when it’s been three months since someone has bought from you, and they’d automatically get that email sent out to them.

Think of your customer when you create this email. Is there something nice and juicy you can offer them to entice them back to buy from you again? (e.g., a little offer, free postage or a bundle – if they buy X, you’ll put Y in for free).

It really depends on what you’re selling, but have a little think about how you can creatively encourage lapsed customers to come back in to you.


Writing Tips

When you’re writing all of these emails, think of the best version of yourself – the most energized, enthused version of yourself – and imagine you’re talking to your absolute favourite customer. What would you say?

This taps into your energy of, ‘I can’t wait to talk to you. I want to tell you about this. I’m really excited about how [this thing] is going to help you or improve things for you.’

Share from that place and then the energy comes across when they’re reading email, even if it’s in an automation.

I’ve created a little bonus for you – a FREE checklist and worksheet to help you work out what to say in these emails and to go through the ones I’ve just touched on today, so it’s easy for you to set them up.

I recommend writing from bullet points – before you actually sit down to write to your favourite customer, jot down a note of what you want to say to give you clarity and a structure.


Setting these up is probably a lot easier than you think it might be. If you’ve got any email automations at all, you might just be adding one or two extras in.

These emails make a difference because they help your customer on their journey of working with you, and their experience of dealing with your company.

You’ll find your worksheet right here – follow the steps and you’ll have your automated emails set up in no time!


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