Automation workflow · fictional brand: Lumen Aesthetics Studio
Email Automation Workflow
A welcome-and-nurture automation mapped step by step in a Mailchimp-style structure — trigger, timed sends, a decision branch, and an exit path — built for a fictional aesthetics studio. Every message, timing, and number below is invented for demonstration purposes.
Case note
Barbara has previously built Mailchimp email campaigns and automations for AZURI Medical Aesthetics & Rejuvenation Center as part of her professional work. The specific AZURI workflow, messaging, and results are private business materials and are not reproduced on this page. The automation shown below is an original, fictional example — Lumen Aesthetics Studio — built to demonstrate the same category of work without using any real client's proprietary content.
Trigger
Trigger definition: a visitor submits the "Book a consultation" form or the website's treatment-guide opt-in popup.
Audience & exclusions: all new form submissions, excluding anyone already tagged as an existing client (existing clients enter a separate retention flow, not shown here) and anyone who has unsubscribed in the past 90 days.
Consent & unsubscribe handling: the opt-in form itself is the consent record; every message below includes a one-click unsubscribe, and an unsubscribe at any step removes the contact from this and every other active automation immediately.
Message 1 · sent immediately on trigger
Welcome email
- Goal
- Confirm the signup, set expectations, and introduce the studio.
- Subject line example
- "You're in — here's what happens next"
- Primary CTA
- "See our treatment menu"
- Human approval checkpoint
- Copy and offer terms approved by the studio owner before this automation goes live; not reviewed per-send.
Wait 2 days
Message 2 · Day 2
Educational email
- Goal
- Reduce first-visit anxiety and no-shows by explaining what a first consultation involves.
- Subject line example
- "What to expect at your first visit"
- Primary CTA
- "Read the full first-visit guide"
- Metrics reviewed
- Open and click rate, used to route the next step (see decision below).
Decision: did the contact open or click Message 2?
Branch A · engaged (opened or clicked) · Day 5
Message 3a: Promotional / booking email
- Goal
- Convert an engaged, informed lead into a booked first appointment.
- Subject line example
- "Ready when you are — 15% off your first visit"
- Primary CTA
- "Book my consultation"
- Suppression rule
- Skipped automatically if the contact has already booked an appointment via any channel.
Branch B · not engaged · Day 5
Message 3b: Re-send with a different angle
- Goal
- Give an unengaged contact one more relevant reason to open before any promotional ask.
- Subject line example
- "A question we get asked a lot"
- Primary CTA
- "Get your questions answered"
- Human approval checkpoint
- Subject-line variants for this branch are reviewed quarterly against open-rate data, not per contact.
Wait 3 days after Message 3a or 3b
Message 4 · Day 8
Follow-up email
- Goal
- Prompt action from anyone who has not yet booked, with a lower-pressure ask.
- Subject line example
- "Still thinking it over? We're here when you're ready"
- Primary CTA
- "View available times"
- Suppression rule
- Skipped automatically for anyone who has booked since entering the automation.
Decision: has the contact booked by Day 14?
Exit / re-engagement path · Day 14
Move to monthly newsletter list
- Goal
- Stop automated, frequent sends to a lead that hasn't converted, without losing the relationship entirely.
- What happens
- The contact exits this automation and is moved to a low-frequency (monthly) general newsletter list; a booked contact instead exits into a separate appointment-reminder flow, not shown here.
- Human approval checkpoint
- List-exit rules reviewed by the studio owner before launch; automation runs unattended after that.
Metrics reviewed across the automation
Open rate and click rate per message, booking-conversion rate by branch (A vs. B), unsubscribe rate per message (a spike here signals a message needs revision), and time-to-booking from trigger to appointment confirmed.