How To Set Up Email Automations That Work
July 14, 2025
Author: Emily May
Reading Time: 2 minutes
Email Marketing Is Smarter and More Important than Ever
If you’ve heard that email marketing is “dead”, think again.
In today’s digital world, where privacy changes, disappearing third-party cookies, and fragmented social media habits are making it harder to reach audiences, email is one of the most powerful tools businesses can rely on.
But the key is doing it smartly – with automation, segmentation, and personalisation.
Why Email Still Works
Email marketing delivers a direct, personal connection to your audience – no algorithm required. And because it’s based on your own database, it’s a future proof strategy that gives you more control and better return on investment than many other channels.
You can use email to:
- Educate your audience about your products or services.
- Convert prospects into customers
- Build loyalty with your audience
- Re-engage past customers or cold leads
Email marketing regularly outperforms other channels for ROI, with many brands seeing returns as high as 36 for every $1 (Hubspot, 2025). The best part? When done right, your email marketing works for you 24/7.
It’s Not Just a Newsletter Anymore
Gone are the days of only sending out a monthly newsletter.
Today, smart digital marketers set up automated email journeys that trigger based on customer behaviour, like:
- Cart abandonment reminders
- Welcome emails for new subscribers
- Post-purchase follow ups or upsell offers
- Campaigns for inactive customers
Once set up, these automations quietly work in the background, delivering relevant messages at the right time, with minimal effort required to keep them running.
Which Email Marketing Provider is Best?
Choosing the right platform is key. At NinetyBlack, we help clients with the right email platform, we use MailChimp which is great for most businesses and is easy to use, and flexible.
MailChimp allows you to segment your audience, automate messages, personalise content, and track performance – essential tools for modern marketing.
Tips for Email Marketing Success
- Think mobile first: Over 75% of emails are opened on mobile devices – your design should reflect that.
- Personalise with care: Use names and behaviour based targeting where possible – personalised emails significantly improve open and click-through rates.
- Test and optimise: Use A/B testing to refine subject lines, content, and timing for better engagement
- Collaborate with an agency: Digital marketers offer a wealth of experience, knowing what has been working, what doesn’t, and is caught up on the latest updates and trends.
Need Help Getting Started?
NinetyBlack can help you set up a smart, effective email marketing campaigns – from strategy and platform selection to automation and optimisation.
