How do you create a campaign starting with the email?


I have been using KEAP for sometime, I am confident in adding new contacts, sending out broadcasts with custom fields but how do you create an effective campaign builder please?

The aim of the campaign is to pull people towards the website to make referrals (our conversion) but the campaigns start with an email.

Ideally it would be initial email, if the prospect clicks a link on the email to the website it begins an email campaign around our services, until they convert of which there will be a thank you automation email and a new campaign starts.

Any help would be great! Thanks