Unlock the Power of Email Automation: Build Loyalty, Save Time and Drive Repeat Business

Email automation is one of the most powerful digital marketing tools at your fingertips. It allows you to stay connected with your audience, build trust over time, and deliver the right message at the right moment,  all without having to send every message manually. In this updated guide, we explore how smart businesses are using email automation to increase customer loyalty, streamline communication, and improve their bottom line.

You’ve just signed on a new small business client to your accounting firm. Within minutes of completing your onboarding form, they receive a personalised welcome email,  confirming their engagement, outlining what to expect next, and sharing a link to your new client resource pack.

A week later, they get another message with a short explainer video on how to best prepare their quarterly BAS, along with a handy checklist and key due dates.

A few months in, they receive a helpful EOFY preparation guide tailored to their business type, followed by a polite reminder to upload all relevant documents via your client portal.

After EOFY, an automated thank-you email is sent out with a short feedback survey, and if they complete it, a follow-up message invites them to leave a Google review or refer a fellow business owner.

Later in the year, they receive a few more well-timed tips: one on tax planning before Christmas, another about superannuation changes, and a friendly “book now to avoid the rush” reminder before tax deadlines hit.

Every one of these emails was automated, set up once, triggered by their start date or key calendar events, and personalised using their name and business type.

You haven’t just saved hours of admin,  you’ve consistently added value, improved compliance, and built loyalty with thoughtful, timely content that positions you as a proactive, reliable advisor.

Email automation is the process of sending targeted messages based on specific actions or timelines, all set up in advance. Think of it as email marketing that responds automatically to real-time behaviour or lifecycle moments, making your communication feel more relevant, more personal, and more effective.

Automations can be based on:

• Signing up for your newsletter
• Booking an appointment
• Reaching a milestone (e.g. 1 year as a client)
• Completing a form or downloading content
• Not engaging for a period of time
   

The best part? Once they’re set up, these emails run on autopilot and continue delivering results, with no ongoing effort.

The goal of automation isn’t just to sell,  it’s to stay connected, keep your brand front-of-mind, and deliver value. Done well, automated emails:

• Save time and reduce manual follow-ups
• Keep your communications timely and consistent
• Build trust through relevant, human messaging
• Increase repeat business and referral opportunities
• Re-engage lapsed clients without manually chasing

Because they’re timely and based on actual behaviour or lifecycle stages, these emails feel natural, not like spam.

Effective automation is about timing and relevance. Here are some key email types to build into your strategy:

Welcome Emails: Send immediately after someone subscribes or contacts you. A great opportunity to make a strong first impression.

Drip Campaigns: Send a timed series of emails that educate or nurture a lead — ideal for clients who aren’t ready to buy yet.

Client Onboarding: Guide new clients through your process with tips, checklists, and follow-up reminders.

Re-Engagement Emails: Send a gentle “we miss you” message if a client hasn’t interacted for a while.

Feedback or Review Requests: Ask for a testimonial, referral or review after a successful interaction.

Birthday or Anniversary Emails: Celebrate client milestones with a simple message or loyalty offer.

Event or Seasonal Reminders: Automate reminders around deadlines, holidays, or upcoming events to keep your business top of mind.

When you match the right message to the right moment, your emails become helpful, and not annoying.

A common mistake is using automation only to promote. Instead, use it to deliver value.

For example:

• New clients can receive a resource pack or tips to get started
• Lapsed clients can get a checklist for EOFY or reminders for tax prep
• Active clients can receive insights or industry updates based on their interests

Think helpful, not pushy. If your email genuinely helps someone, they’ll open the next one too.

One of the easiest ways to launch email automation is by linking it to your website forms and CRM.

Every time someone fills out a form for a download, newsletter, contact request or event,  you should:

• Automatically add them to your database
• Assign them to a group or tag (e.g. “New Lead”, “Tax Client”, “Event Attendee”)
• Trigger the relevant email sequence or reminder

And when your CRM is integrated, you can go even further:

• Mark a contact as a “client” and instantly start their onboarding emails
• Flag inactivity and launch a re-engagement series
• Use task completions or lead scores to guide what comes next

This ensures consistent communication, less manual handling, and smoother alignment between marketing and sales.

Automation only works well when it’s done thoughtfully. Here are some common missteps:

Overcomplicating Early: Start simple, with one or two automations. Don’t try to build a 15-email flow if you’re just starting.

Sounding Robotic: Avoid writing like a system. Use natural language, personalise where possible, and sound human.

Sending Too Many Emails: Clients can fall into multiple automations. Set limits and timing rules to avoid inbox fatigue.

Forgetting to Review: Check in every quarter to refresh email content, update timing, and assess performance. What worked a year ago may not work now.

We recommend starting with three core automations:

1. Welcome Email - Triggered from any sign-up or form
2. Drip Campaign - A short series of value-packed emails to educate or build trust
3. Re-engagement Email - For contacts who’ve been quiet for a while

Once you see the impact, you can build more around client types, seasons, and milestones.

Bloomtools' Database Marketing platform makes setup easy, with templates, tags, and flexible automations to suit your business needs.

Automation isn’t about replacing your voice,  it’s about scaling it. When your communication feels timely, relevant, and personal, clients feel supported, valued, and more likely to come back or refer you to others.

Start with one automation. Build from there. The long-term payoff in loyalty, efficiency, and peace of mind is worth it.

Contact your local Bloomtools consultant to learn how to automate your email marketing using Database Marketing. We’ll help you create professional, personalised campaigns that build trust, save time, and grow your business, even while you sleep.