High-Impact Email Automation Strategy

Overview

The team has aligned on a focused approach to email automation: only pursue automations where there is a clear, demonstrable marketing impact. Complex IT-adjacent issues — such as transactional email configuration, spam filtering, and deliverability — should be deferred to the client's own IT consultants rather than absorbed by the agency.

This decision emerged from a review of existing email automation work where it became apparent that many automations were being built on request without a strong case for their value — half were not turned on, and open rates on others were negligible.

The Decision

"I think if we have a really good, clear case where we know that email automation is going to make a difference, then we want to do it. But otherwise..." — Mark Hope

Going forward:
- Do: Build email automations when there is a clear, high-impact use case with measurable marketing outcomes.
- Defer: Transactional email issues, spam/deliverability problems, and other IT-level concerns belong with the client's IT consultant — not the agency.
- Avoid: Building automations simply because a client requests them, without validating that they will actually be used or drive results.

Rationale

1. Scope creep risk. Email deliverability and transactional email infrastructure are IT problems, not marketing problems. Taking them on blurs the agency's service boundaries and creates support burden without clear value.
2. Low utilization observed. Audits of existing client automations revealed that many were inactive or had negligible engagement, suggesting they were built to satisfy requests rather than genuine need.
3. Resource focus. The team has limited capacity for deep email automation work. Concentrating on high-impact cases ensures effort is directed where it moves the needle.

What Qualifies as "High-Impact"

An email automation is worth building when:
- There is a defined trigger tied to a meaningful customer action (e.g., form submission, purchase, appointment booking).
- The automation addresses a clear gap in the client's follow-up or nurture process.
- There is a reasonable expectation of measurable outcome (open rate, conversion, retention).
- The client has confirmed they will actively use and monitor it.

What to Defer to IT Consultants

• Transactional email setup and configuration (receipts, password resets, system notifications)
• Email deliverability issues (SPF, DKIM, DMARC, domain reputation)
• Spam filtering and inbox placement problems
• Email server or sending infrastructure concerns

These should be explicitly called out as out-of-scope in client agreements and redirected to the appropriate technical resource.

Staffing Implications

The team is also evaluating whether to develop internal email automation expertise or hire/contract specialists as needed. HubSpot specialists are noted as widely available. The decision on whether email automation remains a core agency service offering is still open.

See also: ^[1] (if created)

Related

• ^[2] — Active HubSpot automation work; context for this decision
• ^[3] — Source meeting where this decision was made