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Beginners Guide to Email Marketing Automation

Email Marketing is one of the most effective channels for marketing your business today. However, it is evolving every day. It is moving from a place where you have to sit down and draft your emails to a place where you just sit down and watch your email marketing platform work for you.

As much as Newsletters and one-off campaigns will always have a golden place in your email marketing strategy, email automation is the new cool if you want to boost your revenue and ROI. This is because automated emails are timely, personalized and relevant to the reader. This is because they are sent out as a result of a users action. As a result, they are opened and clicked more frequently driving more customers down your purchase funnel.

In this guide, we will analyse what is email marketing automation, how it’s done and why it is done.

Let’s begin with a simple question.

What is Email Marketing Automation?

Have you ever received one of those ‘please confirm your email address’ emails after an attempt to create an account with a certain platform? If yes, then basically that’s what we call email automation. If not, then please try creating an account with and then check your inbox.

Email Automation involves setting up an automated email campaign that is triggered by a person’s actions.  Take for example if a customer shopped on your e-commerce store, but did not check out. They just added items to cart, provided their contact details and then pap! disappeared from your radar. With email marketing automation, you can send an automated email to the customer, reminding them of the items in the cart if 8 hours elapse before check out. The trigger there will be the 8 hours elapsing before check out. The good thing about this is that you don’t have to be there to create, forward or send the email. Your platform will do it for you. All you have to do is have the right email marketing tool, set up the campaign, specify the trigger and enjoy your cappuccino.

Alternatively, you may wish to send out birthday surprise emails to your customers. If you have good traffic to your platform, chances are that you have more than 1000 customers in your contact list. What are the chances that you will remember their birthdates? Frankly, speaking, I can remember my wife’s birth date. With email marketing automation, you don’t have to worry about this. All you need to do is set up the automated campaign, and wait for certain customers to meet your criteria.

How is Email Marketing Automation Done?

Creating a campaign with a positive ROI involves five critical stages. Let’s take a look at them.

Step 1: Create a plan

Yes, for any amount of success in this online world, you will always need a plan. Experienced marketers know that the first step in any good campaign is creating a blueprint for success. You need to first determine what you want to achieve and what is the best way to do that. If your target is having a personal touch with your customers, then planning to send out birthday emails is probably something you should plan on. If your target is to reduce your store bounce rate, then automated retargeting emails is the way to go.

Step 2: Automate only what’s right for you

Different businesses have different business needs. Taking time to understand your priority business needs is always a good idea before setting out to create those automated email campaigns.

Step 3: Choose the email marketing that works best for you

There are different email marketing tools online. However, and based on experience, Relevon will always be your go-to platform. Despite its pocket-friendly plans, it has one of the best automation features you won’t find anywhere else.

Step 4: Set up your email automation workflows

Once you have a plan, your priority business needs, and the right platform, create those automated emails you want to send to your subscribers.

Step 5: Monitor

Yes, it is always a good idea to check the performance of your campaigns, build on that which is slow in terms of returns and remove that which is not working for your business.

Why is Email Automation Essential?

Imagine if every time Facebook receives a new subscriber, an employee behind a laptop has to draft that welcome email. Boring right? Simply put, Email Marketing Automation is a necessity in the current world. It promotes efficiency, boosts your marketing effectiveness, cuts massively on time costs and further, builds on that personal touch with your customers. It doesn’t spam your customers with unnecessary emails since emails are sent out based on actions performed by customers. As such boosts your ability to witness a positive ROI.


If you have used email marketing before to promote your business before, you are probably for the idea that it is a necessity for any business operating in a highly competitive world. With technological advancements and the development of new ideas in the industry, email marketing automation will make marketing a walk in the park for your business. Relevon is the retail email automation tool used by hundred of innovative brands around the world. Ready to double your email revenue? Sign up today.

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Eric Mumo

Eric is a Content Creator at Relevon. You'll find him researching, documenting and writing marketing and technical content for Relevon's Blog.