Session 21: Advanced Email Automation Flows

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MBA DM Phase 2: The Agency Simulation

Session 21

Advanced Email Automation Flows

Block 4 begins: from one sequence to a system of flows.

Today's Agenda

  • Welcome, Nurture, Re-engage flows
  • Segmentation logic (behaviour & attribute-based)
  • AI-assisted email drafting
  • Deliverable: Email flows + segmentation rules (A2 complete)

One Sequence vs. Three Flows

Phase 1 built one 3-email nurture sequence. An agency runs at least three flows, each triggered by different behaviour: Welcome (signup), Nurture (undecided), Re-engage (dormant).

Segmentation Logic

Behaviour-based

Opened vs. didn't; clicked vs. didn't.

Attribute-based

Persona, source, purchase history.

Worked Example: Pathshala Tutors

Welcome flow (trigger: downloads the free "8-Week IELTS Study Plan"):

  1. Day 0 — Subject: "Your 8-week IELTS plan (PDF inside)". Deliver the plan, with one tip for Week 1.
  2. Day 2 — Subject: "The Writing Task 2 mistake almost everyone makes". Teach one skill; soft CTA to a free mock test.
  3. Day 5 — Subject: "Know your real band before you book the exam". Mock test offer with Saturday dates; CTA: book on WhatsApp.

Nurture branch (segment: clicked pricing but did not book a trial): an email answering the three most common objections (timings for working students, online option, fees by instalment), then a student story, then a limited-seat trial invite.

Worked Example: Pathshala Tutors (cont.)

Re-engage (no clicks in 90 days): "Still planning to take IELTS?" with two buttons, "Yes, this year" and "Not now". Contacts who click neither are suppressed after a second email.

Illustrative results: 400 new subscribers a month; 12% click the Day 5 mock-test link (48 people); 10 book a trial, which at a 50% trial-to-enrolment rate gives about 5 enrolments from email, at almost no media cost.

Full walkthrough in the session note.

Check: Flow Triggers

Prompt: cold-call a student.

Lab: Design Your 3 Flows

  1. Flowchart each: trigger → email 1 → wait → email 2 → branch
  2. Write full copy for at least one email per flow
  3. Define your Nurture segmentation rule

Deliverable: Assignment A2 Complete

Email Automation Flows

Final piece of A2 — content calendar, ads, A/B plan, influencer brief, and email flows now complete.

Review Questions 📝

  1. Distinguish Welcome, Nurture and Re-engage flows by trigger and goal.
  2. Why are open rates less reliable than they used to be?
  3. Name three deliverability practices.

Apply it: Design a three-email Welcome flow for a Kathmandu yoga studio's free-class sign-up (subject lines, purpose and CTA of each email).

Thank You!

Open Session 21 Note