# How to Set Up Email Automation: A Step-by-Step Guide
Email automation is the ultimate 'force multiplier' for Australian small businesses. Instead of manually sending every newsletter or follow-up, automation allows you to deliver the right message to the right person at exactly the right time, ensuring no lead falls through the cracks while you’re busy running your operations.
Whether you’re a tradie in Brisbane following up on quotes or an e-commerce store in Melbourne nurturing new subscribers, this guide will show you how to build a system that works for you 24/7.
Prerequisites: What You’ll Need
Before we dive into the steps, ensure you have the following ready:- An Email Service Provider (ESP): Tools like Mailchimp, ActiveCampaign, or Hubspot.
- A Clean Email List: Ensure your contacts have opted-in (to comply with the Australian Spam Act 2003).
- Clear Goals: Know what you want the automation to achieve (e.g., a 'Welcome' sequence or a 'Review Request').
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Step 1: Define Your Goal and Trigger
Every automation starts with a 'Trigger'—an event that kicks off the sequence. Common triggers include someone signing up for your newsletter, making their first purchase, or downloading a lead magnet. What you should see: Most platforms will show a 'Create Campaign' button, followed by an option for 'Automated' or 'Journey Builder'.Step 2: Choose Your Automation Platform
If you haven’t chosen a tool yet, look for one that integrates with your website (WordPress, Shopify, etc.). For most Australian small businesses, Mailchimp is a great starting point, while ActiveCampaign offers more advanced logic for growing teams.Step 3: Map Out Your Logic
Before building inside the software, grab a piece of paper. Draw out the flow. Example:* Day 1: Welcome Email. Day 3: Educational Tip. Day 5: Special Offer. Mapping it visually prevents you from getting lost in the technical settings later.Step 4: Create a New 'Journey' or 'Workflow'
Log into your ESP and select the automation tool. Give your automation a clear, descriptive name like "New Lead Welcome Sequence - Q3 2023". This helps you stay organised as your marketing grows.Step 5: Set the Entry Criteria
This is where you tell the software who enters the automation.- Pro Tip: If you are using a lead magnet (like a free PDF guide), set the trigger to "Tag Added: Lead Magnet". This ensures only the people interested in that specific topic get these emails.
Step 6: Design Your First Email (The 'Hook')
Click on the first 'Send Email' block. Use a clean, mobile-responsive template.- Screenshot Description: You should see a drag-and-drop editor with blocks for images, text, and buttons on the right-hand side.
- Australian Context: Ensure your business address and an 'Unsubscribe' link are in the footer to comply with local regulations.
Step 7: Write Compelling Subject Lines
Your automation is useless if no one opens it. Avoid 'spammy' words like "FREE" in all caps. Instead, use curiosity or benefit-driven lines like "Your guide is inside!" or "A quick tip for your [Industry] business."Step 8: Add Time Delays
You don’t want to bombard your subscribers. Add a 'Wait' or 'Delay' block between emails. A standard sequence usually spaces emails 1-2 days apart.Step 9: Use 'If/Else' Conditions (The Secret Sauce)
Advanced automation allows you to branch out. For example: "If the user clicked the link in Email 1, send them a discount code. If they didn't, send them a helpful blog post."Step 10: Set a Goal or 'Exit' Criteria
When should someone stop receiving these emails? If the goal is a purchase, set the automation to stop as soon as the 'Purchase' event is recorded. This prevents you from sending "Please buy this" emails to someone who just bought it five minutes ago!Step 11: Test Your Automation
Never 'Go Live' without testing. Most platforms have a 'Test Journey' feature. Add your own personal email address to the list and trigger the automation to ensure the emails arrive as expected and the links work.Step 12: Review and Launch
Check your sender name (use a person's name + your business name, e.g., "Sarah from LM Group") and your 'Reply-To' address. Once satisfied, hit 'Start' or 'Publish'.---
Pro Tips for Success
Personalise with Merge Tags: Use the subscriber's first name in the introduction. Most tools use a tag like{{first_name}}.
- Keep it Human: Write like you’re talking to one person, not a crowd of thousands.
- Monitor Your 'Bounce' Rate: If your emails aren't being delivered, it might be time to clean your list or check your domain authentication (DKIM/SPF).
Common Mistakes to Avoid
- Setting and Forgetting: Check your stats monthly. If Email #2 has a low open rate, change the subject line.
- Over-automating: Don't send 10 emails in 10 days. You'll see a spike in unsubscribes.
- Ignoring Mobile: Over 60% of Australians check email on their phones. Ensure your buttons are large enough to tap with a thumb.
Troubleshooting
- Emails going to Spam? Check if you have authenticated your domain. Also, ensure you aren't using too many images compared to text.
- Automation not triggering? Verify that the 'Trigger' event is actually firing from your website. Sometimes a plugin update can break the connection between your site and your email tool.
- Links not working? Always use the full URL (including https://) when setting up buttons.
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Next Steps
Now that your automation is live, your next task is to drive more traffic to your sign-up forms. Consider looking into Google Ads or SEO to fill the top of your funnel.If you find the technical setup overwhelming or want a high-converting strategy designed specifically for your Brisbane business, the team at Local Marketing Group is here to help.
Ready to scale your marketing? Contact us today for a strategy session.