When a subscriber signs up, clicks, or makes a purchase, Emma sends the right follow-up automatically. Set it up once and let it run, so your team can focus on strategy instead of sending.
The first email matters most, so give new subscribers a warm welcome. With an average open rate of 50%, it’s the single most important email you can send.
A potential customer joins WANDR’s list through a signup form and shares her preferences and interests. Emma automatically sends a welcome email populated with content based on her responses, and WANDR’s email marketing team never has to hit send.
Right offer. Right moment. Personalized emails can lift transaction rates 6 times higher and generate 18 times more revenue than standard newsletters.
That potential customer clicks through WANDR’s welcome email and browses backpacks, but doesn’t make a purchase. Emma tracks that behavior and triggers a follow-up email with a 20% discount on the products she viewed.
Keep the conversation going. An automated nurturing series is key to keeping subscribers engaged, and it results in 47% larger purchases.
Once that potential customer buys the backpack, Emma’s workflow sends her tips for using it, plus WANDR’s picks for the top 5 hikes near Portland, where the customer lives. No push to buy. Just content she wants, delivered right on time.
This kind of relevant, useful content (delivered right on time) keeps her engaged and keeps WANDR top of mind the next time she’s ready to make a purchase.
Automation is only as good as the information behind it. Emma connects to your existing tools so subscriber data flows in automatically, and every email reflects what you know about the people receiving it.
A purchase. A website visit. A form submission. The moments that matter most to your audience often happen outside their inbox. Connect your tools to Emma and automate from the data you’re already capturing.
When dynamic content and automation work together, you can build an email series that reflects what each subscriber cares about. A welcome series can look and feel completely different for every person on your list, without building each one by hand.
Emma integrates with the tools your team already uses, so your data stays connected and your workflows keep moving. Need help getting set up or scaling your program? Our Professional Services team is ready when you are.
Here are answers to the most common questions about email automation.
Email marketing automation lets you send the right message to the right person at the right time—without you having to press send. Set up your workflows once based on what your subscribers do (or when you want to reach them), and the platform takes it from there. With Emma, you can build journeys that respond to your audience. For example, someone clicks a link about a specific product, and automation follows up with more on that topic.
When you connect Emma to your existing tools, subscriber data flows right in, so every email reflects what matters to each person or where they are in their relationship with your organization.
Triggers in Emma fall into a few categories.
The automation builder lets you layer triggers with conditions and build branches based on what people do next.
Subscribers open welcome emails about 50% of the time—roughly double the rate of most promotional emails. New subscribers are expecting to hear from you. But it’s not just about the open rate. Your welcome email is your chance to set the tone—what you’ll send, how often, and what subscribers can expect.
When you use that first message to share something helpful, you start building trust right away. Emma makes it easy to personalize automated welcome emails based on what people tell you when they sign up. This way, everyone gets that great first impression.
A lead nurturing series is a set of emails that guides people from “just browsing” to “ready to act”—whether that means buying something, signing up for an event, or staying engaged with your organization. Unlike one-off campaigns, these series unfold over time, building trust with each message.
Most nurture series mix education, social proof, and calls to action. Emma’s tools let you adjust the path based on what people do. If someone clicks to learn more about a topic, the next email digs deeper. That flexibility helps you stay relevant without overwhelming anyone. Nurture series also work really well when people need time to decide—you stay top of mind without your team having to track every step manually.
Absolutely. Emma’s automation builder includes branching logic that lets you split people into different paths based on engagement history like clicks and opens—all within the same workflow.
Here’s what that looks like: You build one welcome workflow that starts the same for everyone, then it branches based on the recipient’s actions—if someone clicks a link, the next message can go deeper on that subject.
An effective automated email campaign starts with a clear goal. Are you trying to convert new subscribers, bring back inactive ones, or keep relationships going? The answer to that shapes everything from timing to content to what you measure. Timing also matters. Automated emails work best when they respond to something meaningful, like a signup, a purchase, or a milestone. The good news is that when you connect Emma to your tools, you can trigger emails based on what happens outside the inbox, so your messages stay timely.
Emma simplifies email marketing by giving your team the tools that drive conversions and revenue.