Email automation works best when it feels human: clear, helpful, and timed around real customer decisions.
Quick Start: the 3 sequences that cover most businesses
If you want a simple system, start with:
1) New lead follow-up (3–5 emails) 2) Quote follow-up (2–3 emails) 3) Win-back / reactivation (2–3 emails)
Best practice #1: keep it short
Small teams don’t need 20-email funnels. Use a few good messages that answer real questions.
Best practice #2: segment by intent (not by fancy tags)
Your simplest segmentation is intent: new lead, active prospect, existing customer.
Best practice #3: write like a person
Use plain language and one clear next step. Link to relevant pages: Services, About, and Contact.
Action Box: email automation checklist
- Define 3 sequences (new lead, quote, win-back) - Keep each email focused on one outcome - Use a consistent sender name and reply-to - Include a clear CTA and a phone option - Review results monthly (opens, clicks, replies)
Example scenario
A local service business follows up with new leads using three helpful emails: what to expect, how pricing works, and how to book. Leads feel supported and bookings increase.
Want marketing systems that are easy to maintain?
BUXI DIGITAL builds practical marketing systems that fit small teams: websites, automation, and follow-up.
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