Email marketing automation workflows will enable your business to take advantage of significant opportunities to engage your customers and move more leads further down the sales funnel.
Automated email workflows are a sequence of pre-written emails triggered by a customer’s action or subscriber’s behavior. Its distinguishing element is that there has to be an event that sets the sequence in motion. Such events are customer purchases, account upgrades, emailing list subscriptions, or abandoned carts for an e-commerce site.
Automating your email marketing workflows will help your business perform better in various ways as you’ll discover below.
How Email Workflows Will Help Your Business
By automating your email workflows, your business will achieve these four things:
Convert More Leads To Customers
A major objective of email marketing campaigns is to convert leads into paying customers. Automated email workflows help you achieve this objective by nurturing prospects at every stage of your customer journey.
Customize The Customer Experience
All of your marketing efforts should be customer-centric. You want your customers to feel that you understand their unique needs and you have the solutions they need in their respective buyer’s journey stage.
Increase Your Email Revenue
Over 75% of email revenue is generated from triggered personalized campaigns. Automated campaigns also account for 21% of email marketing revenue in a business. You may achieve similar or better results when you set up the right workflows.
Save Time And Money
As a business with limited resources at your disposal, any opportunity to save time and money using automation would be a huge plus for you.
Examples of these email marketing workflows include:
- The welcome email workflow
- The topic workflow
- Abandoned cart recovery workflow
- Lead nurturing workflow
- Reengagement workflow
1. Welcome Email Workflow
An automated welcome email sequence is triggered by a prospective customer subscription for your newsletter, blog, or registration on your website.
Almost everyone gets that feeling of uneasiness when in a new environment. That feeling slowly fades away when you are given a nice, warm welcome into your new surroundings.
A welcome email effectively boosts your subscriber engagement and creates a foundation for long-term relationships. Email marketing statistics suggest that welcome emails have a 50% to 60% open rate, which is higher than other marketing emails.
This email aims to thank your new subscriber for subscribing and share the value they can derive from such subscriptions. Consider the following email sequences for this category.
- Welcome and thank you note for subscribing
- Share more details about your brand, including products and promotions
- Detail of where they can find you on social media
- More information on relevant, popular, and top-performing content that may be of interest to them
- Details of where the customer can find helpful training guides
2. Topic Workflow
You may consider creating a free e-book or product trial in your effort to convert leads into paying customers. These free offers may be triggers for an email sequence.
A customer may trigger a topic workflow sequence upon downloading this content or viewing certain pages. The expectation is that you already requested your lead to fill out a simple signup form to access the free download.
Therefore, you can use the email the customer provides to further nurture the lead down your sales funnel. For example, you can encourage them to view other content relevant to the material they downloaded or the page the lead viewed.
It would be best to recommend more content relevant to their current buyer’s journey stage. You can also recommend content for the next stage of their journey as the email sequence progresses.
3. Lead Nurturing Workflow
If a lead has downloaded several of your top-of-the-funnel marketing offers like webinars and eBooks. That is enough sign that the lead is very interested in your products and services.
And this is enough trigger for a lead nurturing workflow. These email sequences encourage your leads to move further down the sales funnel.
A lead nurturing workflow upgrades a prospective customer into a marketing-qualified lead. Therefore, the automated email sequence should offer simple but engaging information about your products and services.
Do not forget to place a strategic call to action in this email sequence.
4. Cart Abandonment Workflow
If you are running an e-commerce site, you may have realized that certain customers abandon their carts during their shopping. That shouldn’t mark the end of your relationship with such a customer. Instead, it should trigger a cart abandonment email sequence with the customer.
According to Moosend, 40% of cart abandonment emails are opened by the recipients. Moreover, 50% of recipients who click on such emails purchase after the email sequence.
So, why do customers abandon customers in the first place? Here are sample reasons
- Customer not ready to make a purchase
- Using the cart as a research tool
- Waiting for a sale
- A customer was confused by the checkout process
But you don’t have to assume anything. You can find out why your customer abandoned their carts through the cart abandonment email sequence.
The goal of this sequence is to remind the customer about their abandoned cart and get them to complete their order. You can take the initiative of saving all the items in the customer’s cart and encourage them to complete the purchase in one single click.
5. Re-engagement Workflow
You are allowed to get in touch and win them back before they get into a relationship with your competitor. A re-engagement sequence is triggered when a customer or subscriber becomes unengaged for a predetermined number of days.
Your email automation tools help you predetermine the conditions that qualify a customer for this email sequence. For example, taking more than a month without visiting your product page.
An essential aspect of personalized re-engagement emails is making the customer feel you missed them. Then, explain why they should not be inactive. For example, they show them how they almost missed out on a discount sale offer for one of your products. Proceed to encourage them to take action before the offer window closes.
Set Up Your Email Marketing Automation Workflows Now
With so many email marketing automation workflows to set up, you cannot afford to lose more time. You need to start your email marketing automation journey as early as now. Select your business automation package and let’s help you boost your revenue starting today.