Email automation has completely changed the way companies nurture their audience to purchase. Using only one-off email blasts is no longer effective. A combination of email automation (where the receiver has taken an action to receive an email) and email blasts for product launches or campaigns creates far more engagement with your audience. Interestingly, about 85% of businesses aren’t using email automation. The truth is, if your business exists in the virtual marketplace, which is most of them, email automation should be your bread and butter.

Setting up an effective email automation sequence for each consumer journey and campaign takes a little time, but the results are proven. Make sure you check off these basics when setting up your email campaigns.


Spam filters can be the bane of email marketing. Use minimal capitalisation and accurate punctuation, and craft a clever subject line that addresses the how, why, or outcome – not only the ‘what’ of the message.

Excessive use of all caps and overdone punctuation
are red flags for spam filters.

For example: “Pet Carriers are IMPORTANT!!!!!!!” will almost guarantee your message ends up in spam. Instead try something more original like, “Keeping Your Pet Safe on the Go.” Or “Why Pets Prefer Traveling in a Carrier.”


Unless you are in a particularly formal business, keep the tone of your emails light, pleasant, and conversational.

Write at the level of a high school student.

Most of your customers struggle for free time. Make sure your e-mail gives them a moment of respite from a busy day, and they will likely choose to read your messages rather than someone else’s.

For example: Instead of saying, “holiday travel can be deadly to your pet.” Try something less ominous such as, “during your holiday travels, keep your pet safe and comfy in a carrier”, and readers will appreciate the positive sentiment.


During your email marketing sequence it’s important to build credibility and trust with your customers. Rather than mind-numbing facts or dry statistics, try sharing some history, your background, or relevant education or experiences. If statistics are crucial, try adding them in a short, catchy video. The video will give a better presentation and increase click-through rates by around 65%.

Another important part of the content is the length. Two sentences max is plenty for most paragraphs.

Even if you have a large amount of essential information,
find a way to break down your text into small, fast reads.

Whatever you do, avoid the big wall of text unless you want them closing your email within 3 seconds.


All of your emails need a call to action. Experts recommend three per message if possible. Be certain to make them relevant actions that will fit your message to your customers. Try unique phrases for the call to action rather than a traditional “click here,” such as ‘learn more’ for informative sites, or ‘buy now,’ for sites making sales. Make sure your directions are clear, simple and above all else, that your links work.

Adding a sense of urgency usually will ignite your call to action.

Phrases like, “for a limited time,” “don’t miss out seats are going fast,” or “today only” with a clock counting down, all make a good impact. Even a coupon with an expiration date will give people the idea to act quickly.

When closing your email, sign off with your signature, e-mail address, and links to social network pages. Remember to ask for a follow on your social media accounts and follow back if it is possible.

Adding a short call to action P.S. at the end of emails is a great idea. Especially considering the fact that the postscript is one of the most read parts of an email.


If you get this right, you can build loyal and long-term customer relationships. To influence someone you need to know what influences them. Knowing who you’re targeting and what their problems and needs are will help you connect.

Ask questions where you already know the answer will be yes. In addition to being a trial close, they help by getting your customer in the frame of mind to say yes. Additionally, your customer will relax in the presence of common ground. So, a phrase like, “If you are like me, you want your pet as comfy as possible during a road trip. Right?” The reader does want comfort for their pet, and they feel a bit of kinship with you.

Personalise a bit with an applicable story, if possible.
Keep your subject on topic and relevant.

Spending the time to properly set up your email automation for each relevant pathway or consumer group is worth it. It’s a ‘do it once and you’re done’ activity. So ensure you do it right the first time. 

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