Email Marketing Automation: THEA

Easily create single-track and multi-level mailings campaigns on a virtual drawing board

Send fully automated mailing campaigns with our latest CleverReach® feature: THEA so much more than just an email automation tool!
  • Create single-track and multi-level mailing campaigns
  • Save time with automated newsletter campaigns and make money in your sleep!
Email Marketing Automation is no longer only for experts. THEA is Marketing Automation for everyone  email marketing made easier! Create your newsletter series on our intuitive drawing board. THEA helps you to plan and design all kinds of automated mailing campaigns:
  • Trigger mailings are triggered by the actions of a recipient  for example a subscription or purchase
  • Lifecycle mailings are sent to your customers as part of their customer-lifecycle, for example welcome emails, anniversaries, reminders, re-engagement emails, etc.  

To give you an idea of what you can do with Marketing Automation, we’ll show you some use-case examples  there are no limits to the diverse opportunities and target groups you need automated emails for. Get started with THEA and send powerful automated mailing campaigns tailored to your needs:

  • Maximum design flexibility
  • Preset workflows to get you started in just a few clicks
  • Keep track of your communications strategy at any time
Tip: For an easy start with Marketing Automation we have worked out some common workflows for you. THEA will take care of your customers and boost your sales  while you can focus on your other projects!

1. Select an Automation type

scrennshot: THEA put into practice – Marketing Automation in 5 steps 1. Select an Automation type

Determine the settings and mailings of your campaigns:

  • conditions
  • specific emails
  • send time
  • recipients

Creating your first automated workflow is incredibly easy: it’s similar to our drag & drop editor. Decide on our virtual drawing board, which emails you want to send to whom and when. Choose your workflow type:

Single-track workflows: Preset workflows for you to get started quickly with you first automated mailing campaigns

Multi-level workflows: Collection of commonly used automation emails:

  • Order process: predefined workflows for customer orders
  • Special offers: Templates for a complete workflow, including thank-you-mailings
  • Regular newsletters: e.g. onboarding series for new subscribers
  • Follow-up campaigns: triggered by certain customer actions (e.g. opens and clicks)
  • Automated workflows for mailing delivery within certain timeframes

You can also use a blank template and create your own workflow tailored to your needs, target groups and industry.

2. Define trigger events

THEA clearly shows you your preset mailing workflows. Steps can also easily be added or deleted subsequently.

  • Combine events, activities and functions for flow control
  • Define the event that triggers your workflow.

This could be a customer action, e.g.the completion of a purchase, opens and clicks or simply a certain date when you want to send your newsletter.

Please note: You will get further instructions in the next steps. The given case only serves as an example and is not applicable to all your workflows.

3. Define actions

screenshot: Define actions Select from a list of actions what you want included in your workflow

Select from a list of actions what you want included in your workflow:

  • Load list of recipients
  • Send email
  • Edit data

These options of flow control define your workflow in greater detail:

  • IF function
  • Set timeframe until follow-up
  • Divide list of recipients into two groups to do an A/B test

Tip: Link two workflows by setting up anchor points. This starts a new workflow after the other has ended. Step 4 and 5 serve for a better illustration and show you how these workflows could look like. They are not entirely applicable to your workflows.

4. Example 1

screenshot: This is an example for an automatic mailing campaign:

This is an example for an automatic mailing campaign:

  • Customer buys product from your online shop
  • In this case, they choose daily lenses as an exemplary product
  • The idea behind this workflow: the customer has to buy a new package each month and gets a reminder mailing:
  • Generate revenue and improve customer loyalty!
  • This example includes a query after the reminder email that triggers new actions after a certain behavior
  • After sending the reminder email the customer behavior will be observed:
  • Positive (customer clicks or opens newsletter): send product recommendations that are related to the purchased item
  • aim: boost your sales and increase customer loyalty through up-selling and sending relevant content
  • How this exemplary workflow was created:
  1. Trigger: daily lenses purchase
  2. Flow control: delay 28 days
  3. Send reminder email after 28 days, as product will be used up after 30 days. (side effect: customer loyalty!)
  4. Event: check customer interaction with newsletter (opens and clicks):

4a.1) positive: customer has clicked und opened your newsletter à wait 2 days

4a.2) flow control: set a delay of 2 days and send up-selling mailing (highlight relevant products for your customers)

4b) customer has neither opened your newsletter nor clicked on a link:

Remove customer from list

  • In this example, we assume that the customer didn’t find the follow-up information relevant (we don’t know the actual reasons), as they didn’t react to your mailing. Find another way to provide this customer with relevant content.

Our examples show you why increasing your sales and profit is so easy with THEA:

  • The workflows run completely automated and can be edited at any time!

Go on to examples 2 and 3.


5. Examples 2 and 3

screenshot: email marketing automation Examples 2 and 3
  • Example 1: See ways of further expanding the “daily lenses” case. There are lots of possibilities to build workflows for that example. See examples 2 and 3:


  • Example 2: Up-selling

Similar to example 1, but more focused on up-selling: a customer has bought a smartphone in our shop. In this case, you conclude from their purchase decision that the customer has a technical affinity. Now we move to the area of segments and personas or, for this particular case, up-selling:

  • When someone buys a smartphone, they most certainly also need a cover, docking station or insurance
  • Have all these products in your shop? Excellent! Send your customers follow-up mailings to generate revenues, offer your customers relevant content and increase customer loyalty.
  • How this workflow was created:
  • Trigger: Customer buys smartphone
  • Flow control: 2 days delay
  • Action: newsletter “further product recommendations”
  • Trigger: check open of follow-up mailing
  • Positive open (but not necessarily bought): action “coupon”: as the customer has opened your newsletter but not bought anything, we assume that they are generally interested in your offers; by sending them a coupon you might increase their willingness to purchase more products.
  • Negative open: we assume that the customer didn’t receive relevant information, as our mailings was not followed by an action (we don’t know the actual reasons); in this case, we would remove them from this campaign to provide them with more relevant information in the future.


  • Example 3: Occasion-related automation “Mother’s Day”

In this example, we take Mother’s Day as an annually recurring, fixed occasion with a particular target group (in this case female subscribers) and send them a mailing campaign. You could also make a further distinction here between male and female subscribers.

Tip: This workflow can also apply to other occasions or connect to them – create all mailings only once and let your automated mailings conquer the hearts of your subscribers.

How this workflow was created:

  • Trigger: Define date of delivery
  • Action: Select list of recipients (e.g. female only, older than 35)
  • Action: Send campaign “Mother’s Day”

Advantage: More success

screenshot: Advantage: More success

You don’t need your own IT department to create professional and efficient newsletters: with THEA, everyone can create automated mailings! Thanks to the modular system and clear illustration, the creation of email workflows is easily done within no time.


  • Custom-fit content increases relevance for your customers
  • This leads to a higher customer loyalty
  • Measure this through higher open and click rates
  • And of course: make more profit!

Take your time and get to know THEA – you won’t regret it!

Advantage: even more success

screenshot: Advantage: Even more success


Always send the right mailing at the right time!

Automated email marketing makes sure that the right recipients receive the right message at the right time.

This is one of the most important goals of email marketing: Be relevant! Well thought through email automation results in relevant newsletters that are read by your customers. We also speak of the term desired emails, which also improves your customer relationships. Automated email workflows can have various levels of complexity:

  • Autoresponder emails: After a purchase or subscription the customer receives a confirmation email and afterwards a series of emails in predefined timeframes.
  • Birthday- or reminder mailings are one of the basic types of automated emails than can be sent without much effort.
  • Trigger campaigns: The recipients trigger a series of emails through certain actions, e.g. a purchase from your shop. They first receive a purchase confirmation which is followed by product recommendations based on the purchased products. Depending on the following customer actions (clicks, purchases), follow-up emails are sent.
  • Campaigns linked to website tracking: Provided you use a web analysis tool, you can link data of your website visitors to your mailing campaigns. That’s how you know what your customers viewed on your website and send personalized reminder emails.


Tips & Tricks


Think about your favorite shop and why you don’t go somewhere to buy your products. Exactly, because you feel respected and valued and you get a satisfactory performance/cost ratio, appealing images, relevant content.

Well thought out email automation lets you connect with your customers and improve your relationship: Get to know your customers well, appreciate and understand them!

Use all these various sources to gather customer information:

  • What does the customer tell you? Ask your customers to tell a little bit about themselves. Do that right away in your registration form or with feedback surveys after an interaction in your shop.
  • What clicks can show you: By evaluating who clicks on which products you’ll learn which customer is interested in which products or content. Use that to specifically target your recipients!
  • Who buys which products? Find out with our CleverReach® Conversion Tracking! Find more on that here.
  • Most information you’ll get through web analysis, e.g. Google Analytics. Get a detailed insight in their activities after clicking on a link in your newsletter: how much time did they spend on your website, did they come back later, which search terms did they use? Learn what your customers love and meet their needs.


All this is essential for the success and individualization of your newsletters and therefore also your automated mailing campaigns:

The delivery is triggered by the behavior of your customers. Personalize your automated mailings: welcome your customers by name. As you have a collection of data about your customers (e.g. through purchases and clicks) you can target at their fields of interest and preferences.

Email Marketing for Your Business


  • up to 250 recipients
  • and send up to 1.000 emails per month for free!

Our Lite Plan has no limited running-term. There is no setup fee and no contractual obligations.

For more emails and features, choose between our Flex, Essential or Enterprise plans. Our price plan calculator will tell you which plan is the best for you!