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Hi 👋🏻
Most people never use automations in their newsletter. I often see people treat it like a blog post. They write the email, schedule it, and move on.
If you think that is the right way to run a newsletter, I am sorry to say it will not take you far.
In this edition, I want to show you how to think about automations and how many you actually need.
Automations you need
Welcome sequence
Most newsletters make the mistake of thinking they must choose between one welcome email or a full series. Using one perfect welcome email using WEPAC is completely fine, especially if you already send newsletters multiple times a week, because your regular content continues the relationship. I only have 1 welcome email, as you know. But a longer series of three to five emails is useful when you publish less often or when your positioning needs more explanation. The first email should thank them for joining and explain what they will receive. If you add more emails, use them to share your point of view, highlight your best content, and guide readers towards one action with each email. Decide based on your publishing frequency. If you send more than 2 newsletters weekly, one welcome email plus one short follow-up is often enough because your newsletters take over the nurturing role.Lead magnet delivery
Every lead magnet needs an automatic delivery email. This email should include the download link, a short explanation of how to use the resource, and what they should do next. If you already email frequently, keep the follow-up short so it does not clash with your regular newsletters. Many readers do not open or use a resource on the first day, so a reminder increases engagement. Focus on helping them take the first step rather than adding too much information in one message.Onboarding and segmentation
Use links inside your emails to understand what readers care about. When someone clicks on a topic, tag them and send future emails that match their interest. This works whether you send one email or a longer series because segmentation comes from behaviour. For example, a reader who clicks on monetisation content can receive deeper breakdowns, while another reader may receive strategy-focused emails.
Start with a few main interest tags and expand only when needed, so the system stays easy to manage.
Content nurturing
A nurturing flow helps new readers learn from your best work. Create a short series that sends your strongest articles over several days. Each email should explain why the piece matters and how to apply the idea in a practical way. If you publish often, keep this sequence shorter because your weekly newsletters will continue the education.Re-engagement flow
If a reader has not opened your emails for a set period, such as 30-60 days, trigger a re-engagement sequence. This becomes even more important if you send newsletters several times per week because inbox fatigue can happen faster. Start with a check-in email that asks if they still want to hear from you. The next email can offer a strong piece of value or a different angle to regain attention. If they remain inactive, give them the option to stay or leave so your list stays active, and deliverability improves. Adjust the timing based on how often you send emails so readers do not feel overwhelmed.Sales sequence
When someone clicks on a pricing page or shows buying intent, move them into a short sales automation. The first email can explain the result your offer helps with. The next email can answer common doubts and share outcomes or examples. The last email should invite them to book a call or make a purchase. Keep each email focused on one idea so readers do not feel overwhelmed. Trigger this only after strong intent signals such as repeated clicks or form visits.Referral or sharing automation
After a subscriber has opened several emails or stayed on your list for a set time, send an email asking them to invite others. You can include a short reason why sharing helps the community grow and give them an easy link to forward. This works best when readers already trust your content and feel connected to your message.
More to it
Entry and exit conditions
Every automation should have a clear reason for someone to enter and a clear reason to leave. A person might enter a welcome flow after signing up, but they should exit if they become highly engaged, make a purchase, or reply with strong intent. If you set exit conditions, your system will be organised and prevents emails that no longer match their stage.
Priority order of automations
Not everything needs to be built at once. Start with a welcome sequence and lead magnet delivery because these shape the first impression. Next, add onboarding and segmentation so you learn what they care about. After that, build re-engagement and sales flows once your list grows.
When not to automate
Not every need an automation, please. If someone replies or shows strong intent, step in and answer them yourself instead of pushing them into another automation. Automations are there, but they shouldn’t remove your interaction. Because it’s the main point of your newsletter.
What to track in the first thirty days
Many people look only at open rates, but early performance is better measured through behaviour. Watch how many people reply to your welcome email, which links they click, and how quickly they move from the welcome stage into your regular newsletters. These signals show whether your automations are helping people understand your positioning and stay engaged. Review these numbers after the first month and adjust timing or content if engagement drops.
Don’t copy, but create
Automations are there to save your time by doing the repetitive and high-touchpoint tasks, but it is not that easy to set up automation, and it’s very likely that you’ll say no to it because it takes time and effort. But it’s a must, please don’t ignore this.
Hope it helps! Thanks for reading!
Anirban ‘helping you learn automation’ Das
