Episode 296: Email Automation: The Flows That Do the Heavy Lifting

Episode Description Automated email flows are easy to set up and easy to forget. That's exactly why they deserve a regular check-in.

For this episode, we're pulling a conversation from Smart Ecommerce, a Smart Marketer course featuring Molly Pittman, John Grimshaw, and Laura Palladino. They break down where automation fits into the customer journey, which flows deserve your attention first, and how to keep those systems from getting stale after you build them.

You'll hear why Laura recommends starting with the post-purchase flow, how the team approaches monthly flow audits, when it makes sense to create product-specific automations, and why a smaller engaged list can be more valuable than a larger disengaged one.

As Molly puts it:

"Email is the most profitable channel, but it's not the only channel."

The bigger takeaway is to think beyond individual emails. Your flows, broadcasts, SMS, paid ads, and other touchpoints should work together to create one consistent customer experience.

You Will Learn When an email should become an automation instead of a broadcast

Why automated emails work best when they respond to customer behavior

Why the post-purchase flow is a strong place to start

Why the post-purchase flow is about more than getting the next sale

Why "set it and forget it" can become a problem with automation

How to audit and optimize one email flow each month