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email automation is the key to converting more customers and growing passive income sales online.

but which email automations and passive income sales funnels should you be focusing on?

in today’s post i want to walk you through the key email automations you need to set up in ConvertKit for your newsletter.

we’ll breakdown the important email automations like the welcome nurture series, post-purchase flow, abandoned cart series, upsell//down-sell series, webinar signup flow, post-webinar series, and re-engagement series.

i’ll share best practices and tips for each email automation, including the number of emails, content ideas, and how to optimize for better results.

by the end, you’ll have a clear framework for implementing these automations to take your email marketing game to the next level.

welcome & freebie-follow up email series ::

welcome emails are best used to introduce new subscribers and community members to your business. this email automation series is sent to new subscribers immediately upon subscribing.

why is your welcome email series important?

→ this series is essential because it’s the very first step in building a relationship with your subscribers.

→ it allows you to deliver instant value, build rapport, and even sell your offers (passively of course!)

→ you can create different variations of your welcome email series based on the lead magnet they subscribed to and/or where they subscribed (i.e. Instagram, live event, etc.)

→ having a welcome series also gives you a great opportunity to have subscribers self-identify their interests and goals so you can segment them and deliver customizable content based on those interests.

7 email automation series to grow your customers and sales

download the Welcome Emails That Work Workbook for free → here.your automated welcome series is where you will introduce your personal story and begin building a relationship with your new subscriber from the moment they sign up. those first few messages your new subscriber receives are crucial for setting expectations and building trust.

if your new subscribers have to wait for your regularly scheduled email, it’s possible that you lose the excitement created when someone makes the decision to join your email list.

while a welcome series is not mandatory, it will give your brand the opportunity to connect with your audience and allows you to set the stage for your new subscriber while increasing engagement and priming them for a sale at the same time.

download the Welcome Series That Work Workbook for free ↴

best practices for your welcome series emails ::

→ your first email should thank the subscriber for joining your list and provide a warm, friendly welcome, getting them excited about how being on your list will help them reach their goals

→ if you promised a lead magnet (like a free ebook, mini-course, or coupon code), make sure it’s delivered promptly inside this first email

→ make sure every email in your series provides value and ENHANCES the lives of your readers. remember you are here to solve a problem or satisfy a need show them you can meet their expectations

→ encourage new subscribers to take action such as filling out your questionnaire // market research survey and reply to your email. this helps with the deliverability of your emails in the future!

→ present a “quick win” offer. it’s important to remember that many of your subscribers are “hot leads”. take advantage of their need to solve their problem quickly by offering a low-risk product or service that can get them a win quickly, allowing you to monetize your list while building trust with your new prospect

→ test and optimize. test everything! test different subject lines, content formats, CTAs, send times, etc. and use the results to continually improve your email content and conversion rates

post-purchase email series ::

the second email automation series you want to have is what’s called a post-purchase series. this is an email sequence sent to customers after they have purchased a product or service from you.

the goal of this email automation series is to do the following:

→ enhance the customer experience so they feel good about their purchase and are clear about the outcomes and expectations

→ boost rapport and camaraderie among customers which fosters loyalty and a positive customer culture

→ encourage repeat purchases. (always remember an existing customer is easier to convert into a new sale than a cold subscriber!)

→ gather feedback on how you can improve the customer experience which will help boost customer results and mitigate complaints and refunds in the future

best practices for your post-purchase series emails ::

→ send a post-purchase email to your new customer immediately upon purchasing confirming the order details and providing access to the product or service

→ let your customers know how they can reach out if they have any questions, problems, or concerns, and include the best contact info or customer support options

→ add additional value-based content and helpful tips to help users get the most out of your product or service

→ up-sell or cross-sell relevant offers that might be beneficial to your customer. you can always add a special “thank you” bonus or incentive to encourage a sale

→ schedule an email asking for product reviews, testimonials, or feedback. social proof will be something you can leverage to drive more sales on autopilot

abandoned cart email series ::

save and protect your passive income sales by implementing an abandoned cart email sequence.

an abandoned cart email automation series is a sequence that is sent to potential customers. who did not complete the sign up, application or order process. so they started checking out our offer, but didn’t complete their purchase.

best practices for your abandoned cart series emails ::

→ create and send out multiple emails over 2-3 days (the first being sent within 30 minutes)

→ you want to customize the email to the product left in their cart if possible (don’t down-sell, cross-sell or talk about any other offer than the one they left in the cart or started browsing)

→ make sure you have a simple and clear call to action making it easy for someone to buy

→ some carts are abandoned due to checkout issues, so ask to see if they had difficulty completing their order so you can look into this “glitch” and get it resolved. i remember i had the wrong link on a sales page and didn’t realize it until someone reached out to me to tell me they couldn’t complete their purchase. i can only imagine how many sales i lost

→ highlight how your product will help them reach their goals and desired outcomes

→ this is a great chance to share positive customer testimonials to boost confidence and minimize any resistance they may be feeling

→ always create a sense of urgency to encourage action

→ add a link to a FAQs page or encourage them to reach out so you can personally answer any questions they may have

upsell or cross-sell email series ::

an upsell or cross-sell is an offer presented after a successful sale is completed. it’s the thing you offer after your customer tells you they are ready to move to second base with you.

typically an upsell is offered after the buy button is clicked, but before a credit card is charged, which makes the decision easier for the buyer (no need to enter credit card info twice).

and a cross-sell is offered at a later date

to me, both are interchangeable but there can be some differences. for example:

→ an upsell will almost always be more expensive than the original priced offer, and is generally a natural add-on (although not a necessity). an example of an upsell would be when a customer purchases a $97 DIY training course and you offer them a $297 group coaching package that provides them with additional support.

→ a cross-sell may or may not be more expensive than the original product purchased, but it will still generally be a natural add-on or something that complements a customer’s recent or past purchase. an example of an cross-sell would be when a customer purchases a $297 DIY training course and you offer them a $47 mini course that provides a step that will enhance or accelerate their results.

the goal is to further help customers by providing them with additional resources that will help them reach their goals. remember it’s 70% easier to sell to a pre-existing customer than it is to a cold subscriber!

best practices for your upsell // cross-sell cart series emails ::

you will want to create and send out between 3-5 emails in your upsell or cross-sell automation series. with these emails you want to focus on the following ::

→ explaining how the product or service you are recommending complements the current offer and how your customer can benefit from using them together

→ you want to make sure that whatever offer you are recommending is in alignment with your brand and overall business strategy

→ consider offering a limited-time discount, bonus, or other incentive to encourage customers to make another purchase

→ always include customer testimonials or reviews of the recommended offer (the upsell or cross-sell offer) to build confidence and trust. remember! people don’t buy what you sell, they buy what other people want to buy.

webinar sign up email series ::

if you are doing free workshops or webinars with the intent of selling your offers curing these events this is an email automation flow you will want to have on rinse and repeat.

→ these emails will help you promote an upcoming live event or drive people to an automated (evergreen) webinar.

→ they are designed to get people to share the webinar with their networks and communities

→ these emails will ensure people show up to the webinar when it’s time

→ these series are sent out because people get busy and forget especially if your webinar is a few days or weeks away. sending out a webinar registration sequence will help boost attendance and engagement

best practices for your webinar sign up series emails ::

→ your webinar signup series should highlight the benefits of attending your webinar, what people can expect to learn, and what they’ll be able to do as a result of what they learn in your webinar.

→ the invitation email should be as soon as your webinar is announced and reminder emails should be sent at specific times leading up to the webinar(24 hours, 8 hours, 1 hour, and 5 minutes prior)

→ you will want to provide additional value or useful content that goes beyond just promoting your webinar. maybe it’s a sneak peek into what they will learn,  you can include links to interviews or blog posts that highlight the speakers or special guests you’ll have on your webinar. you can also include exclusive bonuses for the people who show up live.

→ make sure you provide all the details about the webinar including the name of the webinar, the date, the time, any special guests that may be speaking, any webinar worksheets or resources that need to be downloaded, and of course, the access link to join

post-webinar email series ::

the work doesn’t stop once you’ve ended your webinar event. you want to make sure you have an automated post-webinar email series sent after a webinar has taken place.

→ this will thank you attendees for showing up live
→ if you will be providing a replay for people who were unable to show up live, make sure to add the link to the replay
→ you’ll also want to promote your special offer along with any bonuses and limited time discounts

best practices for your webinar sign up series emails ::

→ send a post webinar follow email immediately after the webinar ends sharing the offer. you want to make sure you do this while your offer is still top of mind

→ share the replay the next day

→ promote your offer by reiterating the benefits

→ don’t forget to add testimonials

→ bake in urgency and scarcity when appropriate using a countdown timer if necessary

→ consider asking for feedback. you can also ask people why they did or did not buy so you can improve upon the way to deliver future webinars!

re-engagement email series ::

this type of automated email series will be sent out to subscribers that gone cold and haven’t opened up an email from you in a while.

remember every subscriber is either making you money or costing you money. the more inactive or unresponsive subscribers you have on your email list the more you are paying for dead leads.

so, the purpose of this email series is to do a few things :

→ re-engage these unresponsive subscribers and motivate them to interact with your emails, maybe even purchase from you again
→ remove any dead leads that are clogging up your list
→ boost your email engagement metrics and customer retention

best practices for your re-engagement series emails ::

most people never scrub their list or do a re-engagement email series but you’re not most people right? right!

so, if you have a weekly email newsletter and your email list is more than 1000 people strong, i recommend doing an email re-engagement series after 90 days of inactivity.

→ you want to acknowledge their absence and let them know they are missed

→ give them to option to unsubscribe. provide them the link to remove themselves if they are no longer interested

→ give your subscriber a reason to re-engage highlighting the benefits or recapping what they might have missed

→ consider some sort of special offer or bonus to get people to engage or buy from you again

next steps ::

✪ hey! I’m Andrea Bolder, Founder and visionary behind The WomanpreneuHER University Coaching Program & Community. i help women entrepreneurs hit $100K in 12 months with community-based courses, coaching programs, and memberships that drive recurring passive income they can scale to $1M a year.

passive income can be a great way to supplement your earnings or achieve financial independence. hopefully, this blog post has unlocked some ideas for you!

to learn more about how to take your newsletter to the next level or how to create your own passive income streams with profitable digital products, coaching programs or online courses, check out the following resources, and let’s work together to grow your business to $10K+ passive income months.

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