Email Automation & Marketing Workflows
Journeys that react to actual behaviour instead of a sending calendar: whoever clicks gets something different from whoever never opens – and whoever replies is removed immediately.
The difference between a newsletter and a journey
A newsletter goes to everyone, at the same time, with the same content. A journey starts when a particular person does a particular thing – and adapts to what they do next. That is not a gradual difference, it is a different mechanism.
So the work is not in writing the emails but in the branches: when does the journey start? What happens if somebody does not open? And when does it stop? That last point is forgotten most often and does the most damage – nothing annoys more reliably than the fourth reminder about something that was settled long ago.
We therefore always build both: the journey and its exit conditions. A reply, a purchase, a booked meeting – each of those removes the recipient immediately, without anyone having to think of it.
Which journeys are worth it
We start with the trigger that occurs most often in your case. Further journeys later share the same frequency caps.
Welcome journey
The entry point with the clearest benefit: the first days after a signup decide whether someone stays – and today they usually run empty.
Abandoned process
Basket, half-filled enquiry, started configuration – a single reminder brings a share of it back.
Reactivation
Contacts who have heard nothing for a long time. Honestly the case with the lowest hit rate – but the least effort.
Onboarding after purchase
So the product actually gets used. Reduces support requests more measurably than any sales sequence.
Appointment and deadline reminders
Maintenance due, contract expiring, meeting tomorrow – occasions with fixed logic and high relevance.
Following up after completion
Collect feedback while the experience is fresh – and prompt referrals when it was good.
What a journey looks like
A welcome journey with two branches: what follows depends on what the recipient did before.
Welcome – how to get going in 10 minutes
Confirmation plus the one step that makes the benefit tangible straight away.
Quick question: is anything stuck?
One question, one link, no selling. Replies land directly with the team.
What others did in their first month
Depth with a concrete example instead of generic product marketing.
The dashed panels are the branches. At each one it is checked what actually happened – not what the sending plan said.
The last line is the decisive one: a reply, a booking or a purchase ends the journey immediately. Without that rule, automation turns into nuisance.
What starts and stops a journey
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Trigger
An event starts the journey: form submitted, purchase made, status changed in the CRM. Not a date in a calendar.
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Waiting time with business hours
Between steps there are pauses that respect weekends and public holidays. A reminder at six on a Sunday morning feels automated – because it is.
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Check before every send
Just before sending, it is checked again: is this person still in the audience? Have they replied, bought or cancelled in the meantime? If so, nothing goes out.
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Branching on behaviour
Opened, clicked, ignored – every outcome leads to a different next step. That is the real difference from a newsletter.
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Exit and handover
On a reply the automation ends immediately and the case goes to a human. Nobody receives a marketing email while a conversation is running in parallel.
What changes in marketing
Today
- Follow-up happens when someone remembers – so often not at all
- Everyone gets the same email regardless of what they did
- Reminders keep running although someone already replied
- Nobody knows which email actually produced a response
- New contacts hear nothing for the first three weeks
With journeys
- Every trigger starts the right journey, at night too
- The next step depends on what happened before
- A reply removes the recipient from the journey immediately
- Visible where contacts enter and where they drop out
- The first week after signup is planned rather than empty
What we do not promise here
Email automation is often sold with growth figures. Four points we make clear up front:
- Deliverability is not an automation topic. Whether your mail reaches the inbox depends on SPF, DKIM, DMARC and your sender reputation – not on the journey. We set up the technical side, but a sender burned over years cannot be healed by automation.
- Nothing starts without clean consent. Marketing journeys require documented consent, and narrower rules apply to existing customers. We build the record-keeping in – the legal assessment of your case stays with you or your lawyer.
- More emails are not more results. The most common cause of rising unsubscribe rates is frequency, not content. That is why we build frequency caps across all journeys, so three automations do not contact the same person at once.
- Automation does not replace relevance. A badly written email does not improve through perfect timing. What we deliver is the mechanism – the message has to come from you, and we will say so if it is too thin.
Runs with your email tool
Scope and price
The entry price covers one complete journey including sender setup. What moves the price, we say before the quote.
- Review of triggers and audiences
- One journey with up to five steps and branches
- Exit conditions across all channels
- Connection to your email tool and your CRM
- Technical sender setup (SPF, DKIM, DMARC)
- Frequency caps and unsubscribe logic
- Documentation, handover session and 30 days of support
What increases the price
- Several journeys instead of one, with shared frequency caps
- Branches with many outcomes and special cases
- Connection to a shop or ERP for behaviour-based triggers
- Multilingual journeys with separate copy per language
- Migrating existing automations from a legacy tool
Several branched journeys with shop or ERP integration typically land in the range of our Workflow Advanced package from €2,490. We quote the binding fixed price after the intro call.
All prices excl. VAT · your email tool costs run through your own account
What you get
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Production journey
Set up from trigger to exit and run through with test contacts
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Clean sender
SPF, DKIM and DMARC configured and verified – the basis for mail arriving at all
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Frequency and exit rule set
Documented: who receives what how often, and which event stops everything
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Per-step analysis
Visible where contacts respond or drop out – the basis for the next round
Frequently asked questions about email automation
These solutions fit alongside
Lead Capture with CRM Integration
Where the contacts come from – captured in full and assigned before the journey starts.
Appointment Booking & Calendar Sync
The most common goal of a journey: a booked meeting instead of another email.
Customer Feedback & NPS
Following up with structure – what customers report becomes analysable instead of anecdotal.
Automated Dunning
The same mechanic for open receivables: reminders with escalation and a clear stop.
Which journey is missing first?
In the free intro call we work out which trigger gives you the biggest lever – and whether your list and your sender are in good shape for it. We check both before quoting.
Book a free intro callWhere email automation creates value in everyday work
Emails and follow-ups are triggered by real customer events, personalised with CRM data and stopped reliably after a reply or unsubscribe.
Three concrete operating scenarios to compare with your own process.Follow up quotes
A staged sequence starts after sending and stops automatically when the customer replies or the status changes.
Nurture leads
Contacts receive relevant content based on interest, role and previous interaction.
Keep customers informed
Onboarding, service and renewal messages are triggered reliably at the right time.
A strong fit when …
Leads, appointments, messages or orders follow repeatable rules and should become visible in the CRM without manual handoffs.
- You handle recurring follow-ups using repeatable rules.
- The intake, target system and accountable business role can be named clearly.
- Exceptions are allowed to remain visible and move to people deliberately.
Deliberate automation boundary
Individual negotiations, complaints and messages without valid consent are not sent automatically.
Explore the technical approach and platformsEstimate time savings with your own volume
The calculator uses 6 minutes today and 1 minutes after automation as fixed example assumptions. It does not replace process analysis.
Illustrative estimate based on the visible assumptions — not a guarantee.