Do’s and Don’ts of Email Automation in 2021

What is Email Automation?

Email Automation is a way for business owners and email marketers to stay connected to their customers. It is a powerful tool that will let marketers send the right message to the right audience at the right time via an automated process that can eventually help drive sales from new and existing customers. 

Why is Email Automation Important?

Email marketing automation is essentially a more robust platform or strategy to level up the company’s relationship with the customer. Automation should be utilized to tell a story to customers, making email marketing a conversation between the brand and the customer. Not only can it make the messages personalized, but email marketing automation can also improve the marketing team’s productivity, and raise customer retention rate. 

The Do’s and Don’ts of Email Marketing Automation in 2021


Do Not Use Data Poorly. One of the topics most discussed in articles, webinars, and other content is the importance of data and how crucial it is to email automation. Marketers can get key information to help them determine whether their customers open the email, use an offer, browse through the site, or buy a suggested product and strategize from what they have learned. So it is important to understand how to use the data you have.

Do Not Make Generic Emails. Email marketers use automation to save time and make work easier for themselves without considering the customers. They do not look through the customer’s perspective to see how they can learn more about the product and how to use it, and more importantly, how to make it easier for the customers to access this information. Personalization is one of the key trends in 2021, that defines whether or not recipients will engage with your emails.

Do Not Send Irrelevant Emails. Due to incorrect interpretation of data, we can see that some marketers send random sets of emails that are not relevant to the customers. As we all chase a better level of email automation, some tend to overlook customers. They focus too much on the targets and business life stages, forgetting what their consumers need to know or read.

Do Not Forget to Send Welcome Emails. Sending a welcome email immediately after signing up can help drive your customer’s expectations. To give them the confirmation that things are moving forward as you give them relevant information. Welcome emails can help improve engagement and conversion, and, consequently,  revenue.

It is a common mistake for them to think of email-centricity when one brings up automation. Having a single platform as a focal point is not beneficial because it can lead to failure in considering other avenues to reach out to customers. Being customer-centric should always be the goal, trying to help the customers through email marketing and serve them better through email automation. 


Strategize. It should always come first as email marketers begin any activities, whether digital or otherwise. Understand who the target audience is, what they need, and what problems are trying to solve, and help them overcome these issues by providing the solution. Occasionally or when required, change email marketing automation strategies and fine-tune them. Remember, that the customer should always be the center of the strategy and not the business itself.

Analyze the Data. It is good practice to look at the data and see if it aligns with what you want to achieve. As you help the customer, you should pick out the key sets of information available, then look back and review the data points. Check whether any info would be relevant or helpful to the customer.

Create Good Content. There is no point in setting up email automation if the content does not make sense. Good content helps attract and retain customers. It is proven that when the content is well-made, customers will engage with the email and will look forward to opening the next one.

Understand Target Audience. Email marketers sometimes focus on sending out emails bombarding the customers when business strategies should evolve to tend to the customer’s needs. Understand the target audience and where they are coming from, then tailor the marketing to meet where they are. Keep in mind that good email marketing automation is usually the one that is customer-centric and one that people will remember the most. Marketers need to put themselves in the customer’s shoes and try looking from their perspective and not push for a sale every time. Try to get topics that the customer is interested in, not just what marketers need to sell.

How Email Marketers Can Use Data to Enhance Email Automation

Knowing how to use gathered data is vital in coming up with effective email marketing your customers will engage in. Before that, marketers should know what kind of data is needed to help achieve the goal that they want on their platform, products, and service. How you store the data and how accessible it is should be primarily considered. Make sure that the data is accurate, maintained, and kept in the right place. You should include data from the deliverability metrics as well as analysis of the outcome (how many people have bought the product, what is the average ROI per email campaign, etc.). Use it efficiently to enhance the user experience. Sending personalized data and information to customers according to their needs or interests can be pretty helpful too. Getting feedback from the customers is more important than concentrating on sales data. It will improve the platform, product or service, and the user experience altogether. 

What to Do After Sending Welcome Emails

Some email marketing experts recommend getting the first email in place and build upon the series incrementally in terms of their email marketing automation. Consider the target audience and their needs. Companies with smaller audiences can base the emails they will send by looking at their customers’ actions, but it might not be scalable. Companies with larger audiences can make series of emails that are personalized based on their behavior using programs. Do some tests and see what will work. Marketers can use welcome email as a tool to understand what the customer wants. It can be a data enrichment campaign. If email marketers want to be adventurous, they can also try to get responses from their audience about what content they are interested to see next, how frequently they want to get them, and their other email preferences. It will be helpful when trying to understand the customers and trying to push a sale to them simultaneously. 

Test Emails before Sending

To make sure your automated emails get to the recipient’s inbox, you should run a deliverability test. GlockApps Inbox Email Tester provides the information on your email placement with every separate mailbox provider, checks your IPs for blacklistings and your email authentication. We also supply you with recommendations to improve your emails to get a higher deliverability rate.


Trying to make a sale by sending out well-crafted communications to a large audience as a company scale and personalizing them are a few of the struggles email marketers face. Email marketing automation can play a significant role as long as one aims to be sensitive to customers’ interests. Leaning to the power of automation and personalization can help make email marketers work more effectively and, at the same time, tend to the customer’s needs.


Julia Gulevich is an email marketing expert and customer support professional at GlockSoft LLC with more than 15 years of experience. Author of numerous blog posts, publications, and articles about email marketing and deliverability.