Let’s remove the fluff.
If your email channel still depends on:
- Ad hoc campaigns
- Last-minute sends
- Manual follow-ups
- “We’ll segment it later”
You don’t have an automation strategy. You have organised chaos.
Email marketing has evolved. The brands seeing consistent performance aren’t sending more; they’re building smarter systems that run in the background.
At TouchBasePro, we work with teams across industries, and the difference between reactive and high-performing email channels is almost always the same: Infrastructure.
Here are the automations that should already be live.
1. A Proper Welcome Journey
Not a confirmation email.
A journey.
The moment someone subscribes, downloads, enquires, or registers is your highest-attention window. That window closes quickly.
A structured welcome automation should:
- Position your brand clearly
- Set expectations (frequency, value, tone)
- Highlight credibility
- Guide the next step
This is where perception is shaped.
Done properly, it builds trust and engagement early.
Done poorly, it turns into inbox noise.
2. Behaviour-Based Nurture Sequences
If every contact receives the same follow-up emails, regardless of what they click or view, your automation isn’t intelligent.
Modern nurture flows should respond to:
- Content engagement
- Website behaviour
- Form submissions
- Repeated interest in specific services
This allows you to:
- Adjust messaging based on intent
- Escalate high-interest leads
- Provide relevant education
- Reduce friction in decision-making
Nurture should feel natural, not scripted.
3. Re-Engagement & Database Protection
Inactive subscribers quietly damage performance.
Low engagement affects deliverability.
Deliverability affects inbox placement.
Inbox placement affects results.
A structured re-engagement automation should:
- Acknowledge inactivity
- Reinforce value
- Offer preference updates
- Sunset contacts who remain inactive
Smaller, engaged lists outperform large, silent ones — every time.
Performance beats vanity metrics.
4. Event & Deadline Sequences
If you’re running webinars, launches, promotions, or registrations, one email isn’t a strategy.
Structured reminder automations should include:
- Confirmation
- Reminder sequencing
- Final call
- Follow-up based on behaviour
Attendance and conversion improve with consistency and timing.
Automation ensures that timing is handled with precision — even when your team is focused elsewhere.
5. Internal Notification Automations
Email marketing shouldn’t operate in isolation.
When someone submits a high-intent enquiry, revisits pricing, or engages heavily with content, your internal teams should know immediately.
Automation can:
- Trigger sales alerts
- Route enquiries
- Update CRM stages
- Initiate follow-up tasks
This is where marketing moves from communication to commercial impact.
Speed improves experience.
Experience improves conversion.
6. Lifecycle & Retention Automations
Email isn’t just about acquisition.
Lifecycle automations help you:
- Stay relevant
- Check in at the right time
- Trigger milestone messaging
- Reactivate dormant contacts
Retention isn’t accidental. It’s structured, and structure compounds.
The Bigger Shift
Campaigns will always have a role.
But if your channel’s performance depends entirely on how the next campaign performs, it’s fragile.
Strong email marketing is built on:
- Predictable flows
- Behaviour-driven messaging
- Clean data
- Internal alignment
Automations create stability. Stability creates leverage.
At TouchBasePro, we help teams design automation ecosystems that support growth consistently, not occasionally.
Because email shouldn’t feel reactive.
It should feel engineered.
