Automations are the part of the email program that pays for itself silently, in the background, while the marketing team is focused on the next member-guest tournament or the magazine deadline. Built once, they run for years, sending the right email at the right moment to members and prospects without manual intervention.
Most clubs run zero of them. A few run the welcome sequence and stop. The handful that build out all six see compounding returns — on retention, on renewal, on event participation, on prospect-to-member conversion.
Why automation pays
Three structural reasons.
Time leverage. A welcome sequence built once handles every new member, forever, without staff time. The math compounds.
Right-moment delivery. The welcome email at week one. The renewal nudge 60 days before. The re-engagement push at 90 days dormant. Right-moment beats clever-design every time.
Measurability. Each automation has its own funnel, its own conversion rate, its own room for optimization. The reporting clarity is sharper than any campaign-based send.
Built once, automations run for years. The math compounds in a way campaign-based sends cannot.
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You've read the framing. The next 11 minutes go through all six automations — welcome, renewal, lapsing-engagement, anniversary, post-event, prospect nurture — with triggers, sequence design, and the copy that makes each one work. One subscription unlocks every PCM subscriber post.
- The six automations and the order to build them in
- Triggers, timing, and sequence-by-sequence design
- The copy patterns that perform inside each
- Build budgets and ROI benchmarks