Session 21: Advanced Email Automation Flows

Block 4: Email Automation, Influencer Briefs, Analytics & Finalizing A2

View lecture slides: Session 21 Slides

1-Hour Lecture (Theory & Strategy)

  • Phase 1 built a single 3-email nurture sequence. An agency runs flows: Welcome (new signup), Nurture (undecided leads), Re-engage (dormant contacts) — each triggered by a different behaviour.
  • Segmentation logic: split contacts by behaviour (opened vs. didn’t, clicked vs. didn’t) or attribute (persona, source) so each segment gets a relevant message, not one blast to everyone.
  • Read the full theory here: Email Campaign Planning and Segmentation, Personalization & Automation.
  • AI-assisted drafting workflow for email copy: Email Marketing (AI Launchpad).
  • Recap the Phase 1 checklist: Email Nurture Checklist.
flowchart TD
    W[Welcome Flow: New Signup] --> W1[Email 1 → Wait → Email 2]
    N[Nurture Flow: Undecided Leads] --> SEG[Segmentation Rule]
    SEG --> N1[Email 1 → Wait → Email 2 → Branch]
    R[Re-engage Flow: Dormant Contacts] --> R1[Trigger → Email 1 → Wait]
    W1 --> A2[A2 Email Automation Package]
    N1 --> A2
    R1 --> A2

Figure 1: Three email automation flows for A2

1-Hour Lab (Agency Execution)

  1. Design 3 flows as simple flowcharts (trigger → email 1 → wait → email 2 → decision branch): Welcome, Nurture, Re-engage.
  2. Write full subject line + body copy for at least one email in each flow (3 emails minimum, AI-drafted then hand-edited for voice).
  3. Define your segmentation rule for the Nurture flow (e.g., “clicked pricing page but didn’t book” vs. “downloaded guide only”).
  4. Add this email automation package to your A2 file alongside the Session 13–16 content calendar and ad assets.

Deliverable: Assignment A2 — Email Flow Complete

Email automation flows + segmentation logic now complete the final missing piece of Assignment A2 (finalized fully in Session 24).