How do email automations work in Hotmart Send?

You can configure whether the contact must have all selected tags or any of them to receive the email. If you have questions about tags, see this article.

When creating the automation, you can also optionally choose whether contacts who already had the tags before the automation was created should receive the message. This option can only be set at this initial stage.

The interval can be immediate or set in minutes, hours, days, weeks, or months. You can also limit sends to specific days of the week and times.

The system always considers full time intervals. For example, an interval of 1 day equals a full 24 hours from the previous step.

The condition allows you to restrict the email send only to leads who meet additional criteria, such as not having a certain tag or, starting from the second step, having interacted (or not) with an email from a previous step.

From the second step of the automation onward, you can also create conditions based on interactions, such as:

• Received and opened
• Received and not opened
• Received and clicked
• Received and not clicked

These actions help organize your contact base and guide leads through different flows based on their behavior.

Example: when sending a welcome email, you can add the tag engaged to the lead. In a campaign closing email, you can remove the tag product_interest.

The Add an email card is the step where you configure the sender, subject, preview text, unsubscribe footer language, and the message content. The email can be created manually, with the help of Artificial Intelligence (AI), or reused from previous sends. To learn more about editing email content, see this article.

These require selecting a product during creation and use events related to it, such as approved purchase or abandoned cart. They are recommended for communications related to the buyer or student journey, such as:

• Cart recovery (simple or with three emails): sends automatic reminders to leads who did not complete the purchase.
• Approved purchase: triggers a confirmation email after payment approval.
• Canceled purchase: starts a specific communication when a purchase is canceled.
• Re-engage students (7 days without access): encourages students who have not accessed the content for a period of time.
• Welcome with upsell: sends an initial message to the buyer and presents a complementary offer.
• Welcome for free student: sends an email to users who access a free product.
• Availability notification: notifies leads when a product becomes available again.
• Waiting list: confirms registration and informs the lead that they will be notified when the product is available.

These templates are recommended for communications directly linked to the buyer or student journey within a product.

These do not require a specific product and can be used in broader strategies, such as:

• Flash sale: creates a short email sequence for time-limited campaigns.
• List warm-up (PPL): keeps leads engaged before classes, events, or broadcasts.
• Pre-launch (PL): prepares the audience for cart opening.
• Cart opening (L): automates messages announcing the start of sales.
• Secret offer: engages contacts before announcing a new offer or product.

These templates help structure strategic communications without the need to build the entire flow from scratch.

Product-related automation templates generally follow three main steps: Audience, Content, and Sending. This type of template is recommended for communications directly related to the buyer or student journey.

To create your automation, follow the steps below:

• On the Automations screen, click New automation.
• Then, you will see cards with several ready-made automation templates.
• Find the template you’re interested in and click Use template to start the setup.

After choosing the template and selecting the product, click Next and configure the steps below:

• Audience: the audience is already predefined according to the automation’s objective. The option Send also to contacts already associated with the tags can only be selected at the time of creating the automation. Evaluate whether this setting makes sense for the flow being created.
• Content: configure the email details, such as sender name, subject, and email content. The system provides a suggested text, which can be adjusted, rewritten with the help of AI, or replaced with manually created content.
• Sending: review the automation summary, check the configured email content, and click Publish automation to activate the flow.

In ready-made templates, part of the structure is already defined, such as the intervals between emails, which cannot be changed. Even so, you can edit message texts, review settings, and publish the automation after checking everything.

Product-independent templates do not require selecting a product and may have more steps, depending on the number of emails included in the flow. Each email in the automation is configured separately.

To create your automation, follow the steps below:

1. On the Automations screen, click New automation.
2. Then, you will see cards with several ready-made automation templates.
3. Find the template you’re interested in and click Use template to start the setup.
4. On the next screen, click Start to define:
   • Which tags will make the lead enter (or not enter) the automation.
   • How long after the contact’s action the sending should begin.
5. Click Set up email and fill in the email information:
   • In Sender, enter the sender name, email signature (optional), and the reply-to email address.
   • In Content, adjust the subject, preview text (optional), and email content. The system provides a suggested text, which can be adjusted, rewritten with the help of AI, or created manually.
   • In Review, check the information and select Finish to save the email.
6. Repeat the setup steps for the remaining emails in the template. If needed, add conditions to continue the flow based on lead behavior.
7. When finished, click Review and publish automation template to review the settings and activate the automation.

Important: the intervals between emails are predefined in the template and cannot be changed.

 A  custom automation allows you to build the entire flow from scratch, freely defining triggers, intervals, conditions, and actions. This format is recommended for more specific strategies or when you need greater control over your sends.

To create a custom automation, follow these steps:

1. On the Automations screen, click New automation.
2. Then, find the Custom automation card and click Create automation.
3. You will be redirected to the automation page, which will already include Step 1 to be configured.
4. Click the three-dot menu on the left and then click Edit.
5. On the next screen, configure the elements of the first step by providing:
   • Trigger: choose the tags that activate the step and define whether the lead must have all of them or just one.
   • Interval: determine when the email will be sent after the trigger (immediately or after a period).
   • Condition (optional): restrict sending to leads who meet additional criteria.
   • Actions (optional): automatically add or remove tags after sending.
   • Add an email: configure the sender, subject, footer language, and message content.
6. When finished, click Save changes.

If you want to add new steps, simply click the New step button and repeat all the instructions above. After reviewing all settings, click Publish to activate the automation.

Campaigns are one-time sends, manually sent to a specific base or segment. Automations, on the other hand, remain active and automatically send messages whenever a lead meets the defined criteria, such as receiving a tag or interacting with a previous email. To learn more about campaigns, see this article.

In most cases, this is related to trigger settings. Check if:

• The automation is published
• The tags configured in the trigger are being applied to leads
• The “all tags” option was not selected unnecessarily
• Leads actually meet the conditions defined in the flow

Yes. A lead can participate in multiple automations simultaneously, as long as they meet the entry criteria for each one. For this reason, it’s important to plan your use of tags to avoid duplicate or conflicting communications.

No. Each lead goes through an automation only once. Even if they receive the trigger tag again, the flow will not restart for that contact.

Yes, but you must pause it first. After making changes, the automation needs to be published again to resume functioning.

There is no fixed limit. However, it’s important to carefully plan the sequence of sends and review the rules of each step (trigger, interval, and condition) to keep the flow organized and avoid rule conflicts, which may result in emails being sent out of order or repeated communications

Yes. Unlike campaigns (which are one-time sends), automations remain active and send messages whenever a lead meets the configured criteria.

Yes. During automation creation, you can select the option to also send to contacts who already had the trigger tags. This setting can only be defined at this initial stage and should be carefully evaluated based on your sending goals.

It depends on the type of automation. In ready-made templates, intervals are predefined and cannot be changed. In custom automations, you can define the intervals between steps.

Product-related templates use events related to a specific product, such as an approved purchase or abandoned cart. Product-independent templates do not require a product connection and are used for broader strategies, such as list warm-up or pre-launch.

Ready-made templates are recommended when your goal fits an already structured flow. Custom automation is more suitable when you need greater control over triggers, conditions, intervals, or specific actions that are not available in templates.

Yes. You can use an automation to automatically apply tags to leads who click a link in a previously sent email.

To do this, create a new step in the automation, select the previous email as a reference, and use the condition Received and clicked. Then, configure the action to add the desired tag and set the interval to Immediately.

You can configure a new step in the automation so that the email is sent only to leads who did not open the previous email.

In this case, add a new step, set an interval greater than Immediately (such as minutes, hours, or days), and in the Condition field, select Received and did not open. This way, only contacts who did not open the previous message will receive the new email.

Yes. For this, the file must be hosted on an external storage service, such as Google Drive, with access enabled via link.

When configuring the email content, simply insert the link to the material in the email body, either as a hyperlink or a call-to-action (CTA) button, so that leads can access the content. To learn how to add a link or CTA to your email, see this article.