How to Set Up Email Automation in ConvertKit 2025 — Step-by-Step

A good email automation is a sales machine you build once. Here's how to set up the most important ConvertKit sequences from scratch.

Understanding ConvertKit's automation model

ConvertKit is built around tags and sequences. Tags describe attributes of your subscribers (what they downloaded, what they bought, their interests). Sequences are pre-written email series that get sent automatically when a subscriber receives a specific tag.

The Visual Automations builder lets you create flowcharts: 'If subscriber joins form X, tag them Y, then start them in sequence Z, then if they click link A, add tag B.'

Automation 1: Welcome sequence (non-negotiable)

Every creator needs a welcome sequence. Here's a 5-email structure over 10 days:

Day 0: Deliver lead magnet, introduce yourself in 3 sentences, tell them what to expect. Day 2: Your best or most important piece of existing content. Day 4: Origin story — why you started, what you understand that others don't. Day 7: A specific problem their audience faces + your solution or framework. Day 10: A direct ask — buy a product, book a call, or reply with their biggest challenge.

Expect 40–60% open rates on a welcome sequence vs 20–30% on regular broadcasts.

Automation 2: Lead magnet delivery

Create a Form for your lead magnet landing page. When someone submits, an automation: sends the download link immediately, adds the tag 'lead-magnet-[name]', waits 2 days, sends a follow-up asking if they got value from it, and optionally starts them in a nurture sequence for that specific lead magnet topic.

Automation 3: Product launch sequence

A 5-day product launch automation: Day -5: Announce the launch is coming, build anticipation. Day -3: Share the transformation/outcome the product delivers. Day -1: Early bird pricing ends tomorrow + testimonials/social proof. Day 0: Launch day — cart is open, link to buy. Day 1: Final reminder, share a FAQ, last chance.

Segment this automation to only go to subscribers who have the relevant interest tag — don't send a launch email to everyone on your list.

Automation 4: Purchase-triggered onboarding

When someone buys your product, an automation: removes them from the launch sequence, adds a 'buyer' tag, sends a congratulations email with access instructions, follows up on day 3 with tips for getting the most value, and on day 10 asks for a testimonial.

This post-purchase sequence dramatically reduces refund requests and generates social proof organically.

Setting up the Visual Automations builder

In ConvertKit, go to Automations > New Automation. Add a trigger (Form subscription, Tag added, Purchase), then drag in: Email steps (from a sequence), Wait steps (delay by days), Condition steps (did they click a link? Do they have a specific tag?).

Start simple. A 3-step automation that works is better than a 20-step automation that's never finished. Add complexity as you see where subscribers are dropping off.