Email automation isn’t a luxury anymore; it’s a competitive advantage. In this guide, we’ll explore the five essential workflows every small business should implement today — from welcome sequences to post-purchase follow-ups — so you can grow while you sleep.

1. The Welcome Series

The welcome series is your digital handshake — the first impression that defines your relationship with new subscribers. With platforms like Brevo, you can trigger a welcome email the moment someone joins your list.

Automation trigger: When a contact joins a list

Goal: Build trust and introduce your brand voice

2. Lead-Nurturing Sequence

Every lead sits at a different stage in the buying cycle. A lead-nurturing workflow segments your audience and educates them step-by-step until they’re ready to buy. Start by tagging leads according to interest — for example, "Interested in Email Templates" or "Interested in CRM Tools". Then send relevant content over time, using conditional logic (If user clicked → send part B).

“Don’t sell — serve first. Education builds trust; trust builds revenue.”

3. Abandoned-Cart Reminder

For e-commerce or product-based businesses, cart abandonment is lost revenue waiting to be recovered. An automated reminder sequence can recapture 20-30% of those potential sales.

Pro-workflow example:

1. 1 hour after abandonment → Send gentle reminder
2. 24 hours later → Offer incentive (“Here’s 10% off to complete your order”)
3. 72 hours later → Share customer testimonial

Platforms like Brevo, Mailchimp, or ConvertKit make this setup visual and intuitive — drag, drop, and go!

4. Re-Engagement Campaign

Over time, subscribers lose interest. A re-engagement workflow keeps your list healthy and your sender reputation strong.

Trigger: If a contact hasn’t opened in 90 days

Automation: Send “We miss you” email → Offer value or preference update form

Once contacts confirm, tag them as “active” again; otherwise, clean them from your list.

5. Post-Purchase & Feedback Sequence

The sale isn’t the end — it’s the beginning of loyalty. Post-purchase automation builds community by asking for feedback, reviews, or referrals.

Workflow example:

• Immediately after purchase → “Thank you + product tips”
• 7 days later → “How’s it going?” feedback request
• 14 days later → “Refer a friend” incentive

Tools like Brevo Automation let you collect NPS (Net Promoter Score) data seamlessly, tying customer happiness directly into your CRM.

Integrating All Five Workflows

Here’s how these automations fit together in a single smart marketing map:

Together, these create a 360° customer journey that runs quietly in the background — freeing you to focus on strategy, not manual sends.

“Automation is empathy at scale — it’s how you stay human while growing fast.”
- EmailSchool Team

Final Thoughts

Automation doesn’t replace the marketer — it empowers them. Start small: build one workflow, test, and improve. Within weeks, you’ll notice more engagement, more conversions, and less manual work.