This is where email marketing workflow automation becomes a very useful tool, allowing you to guide users through a carefully designed customer journey, from first contact to final conversion.
What is an automated workflow?
An automated workflow is a series of emails that are automatically sent to subscribers based on their behavior, interests, or stages in the buying cycle. Instead of sending generic chief and vp of training email list emails to all of your contacts, workflows allow you to personalize the experience, ensuring that each customer receives the right message at the right time.
What are its benefits?
Its main benefits are:
Personalization at scale : A workflow allows you to send highly personalized emails at scale, tailored to the specific needs of each user.
Through automation, you can deliver personalized and relevant messages that align with your users’ specific needs and interests, increasing open rates and preventing your emails from ending up in the spam folder.
Operational efficiency : Manually managing an email marketing campaign for a large database is practically impossible. Automating email sequences frees up your time, allowing you to focus on other strategic areas of your business.
Improved customer experience : Automated emails can guide customers through the sales funnel, increasing the likelihood of conversion and improving customer satisfaction.
5 steps to create effective workflows
Define your objectives : Before designing a workflow, it is essential to be clear about the objectives you want to achieve with each sequence.
Segment your audience : Divide your contacts into segments based on criteria such as behavior, interests, or stage of the buying cycle.
Design email content : Create emails that are relevant to each segment and each stage of the workflow. Make sure each message has a clear call to action (CTA).
Set up Triggers : Triggers are the actions that activate the sending of emails in your workflow, such as subscribing to a list, clicking on a link, or abandoning a cart.
Monitor and optimize : Once your workflow is up and running, it’s important to monitor its performance and make adjustments to improve campaign effectiveness.
Example of automated workflow
Example 1. Welcome campaigns . These are probably the best known. It can be said that the main objective of this type of email is to make a good first impression in the relationship with the client.
How it works is simple. When a new user subscribes to your list, a series of welcome emails are automatically triggered. These messages can include an introduction to your brand, useful content related to their interests, or a special offer to encourage them to make a first purchase.
Example 2. Recovering abandoned carts . You have probably wanted to make an online purchase at some point, but you were undecided and left the product you were looking at in your cart.
Therefore, the main objective for brands is to get users to complete the purchase they have left unfinished.
The way this workflow works is simple: if a user adds products to their cart but doesn't complete the purchase, a reminder email is triggered showing them what they left behind. These usually include an additional incentive, such as a discount, to give the customer one more reason to place the order.
Ultimately, workflow automation not only simplifies the email marketing process, but it can also improve the way you interact with your customers. From welcome to conversion, workflows allow you to create a seamless and effective customer experience.
