Building Advanced Email Automations

Welcome to this guide on advanced automations. In this tutorial, we'll walk you through creating and managing more complex email automation sequences. You'll learn how to set up triggers, structure your automation flows, handle delays, and work with tags effectively. This guide assumes you have some familiarity with basic email automation concepts. If not, consider watching our "Creating Your First Automation" video before diving into this one.

1. Triggers and Starting Points

When setting up advanced automations, you'll have various triggers to initiate the automation sequence. Here are some examples:

• Added to a List: Contacts added to a specific list trigger the automation.
• Removed from a List: When contacts are removed from a list, they can enter the automation.
• Tagging: Adding or removing a tag from contacts can trigger the automation.
• Property Change: If a contact's CRM property changes (e.g., lead status), you can trigger the automation.
• Abandoned Cart: Triggered when a cart is abandoned.

In this tutorial, we're using a trigger based on the "Advanced" tag being added to a contact.

2. Setting Up Delays

Delays control when and how often emails are sent in your automation. You can set delays in various units: days, hours, and minutes. Delays help pace the flow of emails to contacts. It's important to note that contacts will only receive the email content that is in the automation at the time they enter it. Any changes made to emails after they've entered will not affect them.

3. Using the Repeat Option

To create recurring actions or reminders, you can use the repeat option. For instance, if you're running weekly webinars, setting a repeat option ensures contacts get the reminder each week. If a contact has the same triggering condition again, they will re-enter the automation and go through it again. This can be handy for ongoing events or reminders.

4. Working with If-Else Conditions

If-Else conditions allow you to create branching paths in your automation based on certain criteria. For instance, if a tag is present, the contact follows one path; if not, they follow another. Use If-Else conditions to customize the automation flow based on contact behavior or attributes.

5. Goals and Exits

Goals allow contacts to exit an automation when specific conditions are met. For example, if a contact signs up for a webinar, you can tag them as "Webinar" and use that tag as a goal to exit them from the promotional emails related to that webinar.

6. Moving Contacts Within Automation

Sometimes, you may want to move contacts within an automation. For instance, if a contact is stuck in a delay step with a distant future date, you can tag them with a "Waiting" tag. Then, create a short delay and tag them again with the initial trigger tag (e.g., "Advanced"). This effectively moves them back to an earlier stage in the automation.

7. Tips for Managing Complex Automations

• Use Consistent Tags: Create and use consistent tags across your automations. This helps with filtering and managing contacts.
• Segment and Split: If your automation becomes too complex, consider splitting it into smaller, more manageable automations.
• Plan for Changes: Understand that once a contact enters an automation, changes to emails or delays won't affect them. Plan your automation with this in mind.
• Testing and Review: Always test your automation thoroughly. Review your triggers, delays, conditions, and goals to ensure they're working as intended.
• Regular Maintenance: As your business evolves, revisit your automations to make updates or improvements based on new information or goals.

With these advanced automation techniques, you can create dynamic and tailored email sequences that engage your audience effectively. Remember, practice makes perfect, so experiment with different elements and find what works best for your business needs.