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Automated emails send themselves once you've set them up, which makes them one of the most efficient tools in your email marketing strategy. Instead of writing and sending a message every time, you build the email once and let a customer's action, like signing up for your list or completing a purchase, trigger the send.
For entrepreneurs and small business owners who are pressed for time, automated emails can help you deepen relationships with your customers online. Because the message is tied to something the customer just did, it feels more relevant to them than a generic email would.
Here’s how to decide which emails to send and what you can automate with Squarespace Email Campaigns.
- An automated email is written once and sent automatically when a subscriber takes a specific action, like signing up for your list or completing a purchase.
- Start by outlining one clear goal for each automation, then choose a template and decide on timing.
- Common automation types include welcome emails, cart abandonment recovery emails, and post-purchase emails.
- Squarespace Email Campaigns includes Drip Campaigns, Trigger Filters, Conditions, and Auto-tagging to help you target the right customer at the right time.
- Track open rate and click-through rate after each send to see what resonates with your audience.
How do you plan an automated email?
Automated emails differ from one-off sends, often called email blasts, because you set them up once and they trigger automatically when a customer hits a milestone or takes a specific action, like completing a purchase or signing up for your mailing list.
Here are three key elements to consider when you’re planning automated emails.
Outline your goal
Decide what you want the automation to accomplish and for which audience. You might reward new subscribers with a discount code, recommend a related product after a purchase, or check in with a customer after a set amount of time has passed.
Focus each automated email around one goal so recipients understand exactly why you're reaching out.
Choose a template
Most email marketing platforms give you a variety of templates you can use as-is or customize to your brand. Once you select a template and format your message, the email sends automatically to anyone who takes the action that triggers it. You won't need to update the content by hand before each send.
See example templates for email copy
Time it right
Timing affects how well an automated email performs. Sending immediately after a customer signs up or makes a purchase works well for some goals, while other messages land better with a delay of a day or more. If you're building a series of emails, give each one enough space so your list doesn't feel crowded.
Test different timing approaches, then review your email analytics to see how open rate and unsubscribes shift as you adjust.
Squarespace Email Campaigns pulls content and branding directly from your Squarespace website, so you can build and schedule automations without starting from scratch. You can set emails to send based on actions like a mailing list signup, a specific purchase, or a cart abandonment.
Common types of automated emails you can build today
Many businesses start with a few core automations before layering in more advanced targeting. Here's where to begin.
Welcome emails
Once someone signs up for your email list, a welcome email introduces your brand and sets expectations for what's next. Think of this email as a friendly hello to new subscribers.
This email might:
Greet your new subscriber
Thank them for signing up
Share more about your brand
Let them know how often they’ll hear from you
Offer a discount or a free download
You can send a single welcome email or build a short series that arrives over the following days and weeks while their interest is still fresh.
See welcome email templates and tips
Cart abandonment recovery emails
When a shopper adds items to their cart but leaves before purchasing, a cart abandonment recovery email saves them the trouble of finding those items again if they still want them. These emails typically remind the customer what's in their cart and provide a link to complete checkout to help close the sale.
Set this automation to trigger one day after a cart is abandoned, since sending too early can feel pushy and waiting too long reduces the odds the customer completes the purchase.
Learn how to set up cart abandonment emails
Post-purchase emails
You can set a trigger to email subscribed customers after they complete a purchase, encouraging them to return by offering a coupon or recommending a related product they're likely to actually want. Send these only to customers who've opted in to receiving your marketing emails, not to everyone who checks out.
With any automated email, keep your original goal in mind and give the reader a clear call to action (CTA) button. Keep the CTA copy short and test every link before you turn on the automation.
Key email automation features in Squarespace
Beyond the basics, a few Squarespace Email Campaigns features help you send the right message to the right customer at the right time.
Drip campaigns
Not every customer is ready to buy on day one. Drip campaigns send a series of pre-scheduled messages over time, so you can nurture leads and customers with the right content at the right moment. Welcome a new subscriber with a warm introduction, follow up a few days later with your best sellers, then close with a timely offer.
Trigger filters
Every automation starts with a trigger, the action that needs to happen for the campaign to send. With Trigger Filters, you can further narrow who enters an automation based on the information customers submit in a form. For example, if you run a yoga studio, you can send a tailored email to leads who express interest in a specific type of yoga, like vinyasa.
The result is that customers get offers that actually match their situation, instead of a blanket message that doesn't quite apply to them.
Conditions
One flow can't speak to every customer the same way. With Conditions, you can split an automation into two paths based on a yes/no question, like whether someone opened your last email or clicked a link. Engaged customers move down one path, and everyone else gets a different approach.
Auto-tagging
Keeping your customer list organized by hand doesn't scale as your list grows. Auto-tagging updates customer labels automatically based on real-time actions, like a purchase, a form submission, or a link click. You might label someone a “lead” when they submit a form, then update that tag to “customer” the moment they buy. Your list stays current, so your targeting stays accurate.
To see these features in action, watch our webinar on driving higher engagement with automations.
Tracking success of your automated emails
After you send an automated email, review how it performed. Email marketing analytics, like open rate and click-through rate, show you which content resonates with your audience. Open rate measures the percentage of recipients who opened your email, and click-through rate measures the percentage of those openers who clicked at least one link.
Your analytics can also reveal patterns, like when people tend to unsubscribe, that help you refine your automation strategy over time.
Want more email marketing tips? Learn how to create a newsletter for your blog or business.
Frequently asked questions
What's the difference between an automated email and a regular email campaign?
A regular campaign, sometimes called a blast, sends once to your list on a schedule you choose. An automated email sends on its own, triggered by a specific customer action, like a signup or a purchase, so you set it up once and it keeps working in the background.
How many automated emails should a small business set up?
There's no single right number. Many small businesses start with one automation, like a welcome email, then add cart abandonment or post-purchase emails once the first one is running smoothly. Adding automations gradually makes it easier to see how each one performs.
Do automated emails need to follow the same rules as regular marketing emails?
Yes. Automated emails are still marketing emails, so they need a working unsubscribe link and accurate sender information under the CAN-SPAM Act. Review your automations periodically to confirm they still meet these requirements.
Can I send an automated email to someone who hasn't opted in?
No. Automated marketing emails should only go to customers who've opted in to receive them, whether through a newsletter signup, a checkout opt-in, or another consent method. Sending to people who haven't opted in can hurt your sender reputation and violate email marketing laws.
How long should I wait before sending a cart abandonment email?
A delay of one day after the cart is abandoned works well for most businesses. Sending immediately can feel like pressure, while waiting too long means the customer has likely moved on. Depending on your platform’s capabilities, you may test a few different delays to see what recovers the most sales for your store.