Email Automation

Email Automation The two-day seminar for everyone who no longer wants to address customers by hand: you learn to recognise the right triggers, to build a welcome series and abandonment emails and to measure every automation so that you know whether it makes money. By the end you have three sequences that run without you.

Email Automation at a glance

• Format: 2 days on site + self-learning track
• Level: basic to advanced
• Participants: max. 16 people
• Language: German (English on request)
• Certificate: AEI certificate of attendance
• Investment: €490.00 plus VAT

Most shops send newsletters and call it marketing. But a newsletter only reaches those who read it anyway. What lies in between — the first purchase, the abandoned basket, the three weeks after the purchase — stays untouched, and that is where it is decided whether a customer stays.

Automation is not a technical question but a question of triggers. Whoever knows which moments matter in a customer's life builds few, effective sequences. Whoever starts with the tool builds many that overwrite each other and wear the recipient down.

This seminar works from trigger to sequence. You identify the moments that matter, build welcome, abandonment and post-purchase sequences in a traceable way, write content for each occasion and define the metrics you will use to steer the sequence later.

What you take away

• A list of the triggers in your shop, ordered by impact.
• A structure for three sequences: welcome, abandonment, post-purchase.
• Wording for subject line and first sentence that does not sound like automation.
• A frequency rule that locks nobody out and floods nobody.
• A set of metrics per sequence and a rhythm for maintenance.

Your learning objectives

• You recognise triggers that justify an automation and those that need none.
• You build a sequence with triggers and conditions so that it does not fire twice.
• You create content that fits the occasion rather than the calendar.
• You manage frequency and exclusions so that the list stays healthy.
• You measure each sequence separately and recognise when it is outdated.

The levers at a glance

The occasion beats the design. An average email at the right moment does more than a perfect email at the wrong one. That is why every sequence starts with the question of when it fires.

Three emails are better than ten. The most important sequences are almost always the same: welcome, basket abandonment, post-purchase or reactivation. Whoever starts there has more impact in two weeks than in a year of newsletter optimisation.

Frequency is a relationship, not a setting. Whoever sends three emails after the purchase gets unsubscribed. Whoever defines an exclusion sends less and gets read more.

Without a metric per sequence you steer nothing. Opens and clicks are intermediate values; revenue per recipient and unsubscribe rate are the figures by which you judge a sequence.

Who is this seminar for?

For people responsible for CRM, newsletters or customer communication in a shop.

• CRM and email leads who want to move from campaigns to sequences.
• E-commerce and shop managers who no longer want to leave basket abandonment alone.
• Marketing teams who do not want to lose their list to too many emails.
• Agencies that build automations for clients and have to justify them.

Experience with an email tool helps. The logic of a sequence is independent of the provider, however, and is explained provider-neutrally during the seminar.

The seminar is not suitable for teams selecting or technically integrating an email platform. We work on building and steering the sequences.

Investment and dates

Participation costs €490.00 plus VAT, including the self-learning track, materials and certificate of attendance. There are six dates per year in Berlin, Hamburg, Cologne, Munich and live online, plus an in-house variant for teams. You will find all dates in the list on this page.

For the exercises you work with a sketch of your own sequences. Anyone with access to the email tool can create a sequence during the seminar; anyone without plans it fully on paper.

After the seminar

You keep the materials, a sequence sheet per automation with occasion, trigger, content, exclusion and metric, plus a checklist before go-live. With that you can set up a sequence within a week.

Two weeks after the seminar you receive a short follow-up: the first sequence in live operation and its numbers. We check whether frequency and exclusion are set correctly.

For teams the seminar is available as an in-house event with your own lists and sequences. The procedure stays the same, the examples come from your shop.

Programme: 2 days

Day 1 – Automation fundamentals

• What automation can do
• Recognising triggers
• Welcome series
• Basket and purchase abandonment
• Planning flows
• Triggers and conditions

Day 2 – Build

• Relevance per occasion
• Frequency and quiet
• Metrics per automation
• Maintaining and improving

Both days run from 09:00 to 16:15 with breaks in the morning, at midday and in the afternoon. Short self-checks sit between the blocks so you can test where you stand before moving on.

Each day has three parts: an introduction to the pattern, an exercise on one of your own sequences and a review in the group. At the end of day one you pick the sequence you will build completely on day two.

The seminar includes a self-learning track. It contains the patterns from both days as short units with examples and one self-check each. You can work through it before the date to clarify terms, or afterwards to repeat what stuck and what did not.

Our approach

We work on your occasions, not on a sample template. At the start of each exercise you decide which moment you are addressing and what the recipient needs at that point; at the end stands a sequence with a clear metric.

The exercises are short and repeat in variations. That is deliberate: a sequence is not created by watching but by thinking the flow through repeatedly from the recipient's side.

Every block ends with a sentence you could show a colleague: which moment, which message, and which number proves that it works.

We work in pairs, in small groups and in plenary, with changing partners. Every participant gets feedback on their sequence, not just on their copy. Group level and participant count are deliberately limited: with 16 people no anonymous lecture is possible.