What are email marketing automation workflows?
Email marketing automation workflows leverage marketing automation tools to trigger personalised emails that are automatically sent throughout the customer journey, allowing you to deliver the right message to the right people at the right time.
Do this well and you will get more people buying from you sooner and in greater quantities.
But where do you start?
You want to start with the email marketing automation workflows that are proven to get you the best results.
Top Email Marketing Automation Workflows
So which email marketing automations should you set up for maximum ROI?
Let me step you through the eight top email marketing automation workflows that are proven to generate the biggest results (time-after-time on auto-pilot) for businesses.
Here’s the list, then read on for the details:
- New Subscriber Welcome
- Lead Magnet Opt-in
- Cart Abandonment
- Customer Onboarding
- Social Proof
- Feedback Request
- Milestone Anniversary
- Re-engagement & List Pruning
Now here’s what’s involved in each of these workflows, when they should be triggered and why you need them.
1. New Subscriber Welcome Workflow
Your New Subscriber Welcome Workflow warms up your new subscribers so that they get to know, like and trust you as quickly as possible. This should be triggered as early as possible in the subscriber journey.
Ideally this would be as soon as they subscribe, such as when they opt-in for your email newsletter. However, when someone subscribes via another method, such as for an opt-in resource or purchase, then it’s important that you immediately deliver what they are expecting first, and then follow up with this workflow shortly after.
This workflow welcomes new subscribers, lets them know what to expect, demonstrates your credibility, and should be written in a way that connects with them and confirms in their mind that there is value in them sticking around.
Do this well and they will eagerly await your next email and respond to your CTA’s (i.e. read your blog posts, check out your latest offers and buy your stuff).
2. Lead Magnet Opt-in Workflows
A lead magnet is basically anything you offer for free to your prospects in exchange for their contact details. Lead magnet opt-ins are used to assist you in growing your subscriber base.
These should be highly targeted at your ideal customers, solving a super specific problem. The resource you provide should ideally have a direct correlation to one of your paid products or services.
Your Lead Magnet Opt-in Workflow would then deliver the free resource and then follow-up with a series of emails, providing further value along the lines of what they opted in for, transitioning to selling the product that is most relevant to the resource provided.
Lead magnets can be promoted via your home page, pop-ups and Facebook Ads (pretty much anywhere actually).
Here’s some of our Lead Magnet Opt-ins:
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3. Cart Abandonment Workflow
A Cart Abandonment Workflow is the sequence that automatically triggers within a certain timeframe after someone adds something to the cart, but doesn’t purchase or visits your sales page, but doesn’t end up on the ‘thanks for purchasing’ page.
This triggers an email (or email series) that then provides them with the details of the product they left behind and possibly also a limited time discount coupon or another incentive to purchase. The goal of this workflow is to reduce cart abandonment via a discount and scarcity.
This type of workflow requires an integration between your ecommerce platform and email marketing platform, and can only be triggered for those people who have already subscribed. This provides another reason why building your email subscriber list is so important.
4. Post-Purchase Workflows
Post-purchase workflows are a series of emails that commence when someone purchases something. They can be generic, regardless of what is purchased, or specific to the product purchased. Alternatively, the workflow (or type of workflow) may trigger based on other customer data that you may have in your CRM, such as whether or not it is a first-time purchase.
Post-purchase workflows are an effective way to “wow” customers, assist with onboarding, build brand loyalty, retain customers and, in turn, increase the lifetime value of a customer.
5. Social Proof Workflows
Social proof is a psychological phenomenon where people follow the actions of others in an attempt to reflect correct behaviour for a given situation.
Social proof workflows aim to source user generated content from your subscribers that will help persuade other people to purchase from your business.
Examples of social proof workflows include requests for:
- Product reviews
- Google reviews
- User Generated Content
- Ambassador Program participation
- Affiliate Partner participation
6. Feedback Request Workflows
Customer satisfaction metrics are one of the most valuable marketing metrics that you can be collecting in your business. A Feedback Request Workflow can enable you to collect this data.
Some of the feedback request flows you may consider for your business include:
- Net Promoter Score (NPS) – willingness to recommend
- Customer Service Satisfaction (CSS) – feedback on post-purchase service
- Customer Effort Score (CES) – determines ease of using your products or services
- Customer Satisfaction Score (CSAT) – lets you know if your customers are happy or not
- Customer Health Score (CHS) – uses behavioural patterns to predict customer churn
- Customer Churn Rate (CCR) – percentage of customers lost over a period of time
- Customer Ratings & Reviews – public metrics and sentiments
7. Milestone Anniversary Workflow
Milestone Anniversary Workflows allow you to send a message just prior to a key milestone, such as a subscriber’s birthday or the anniversary of some other event (like the first time they became a customer). Through this campaign you are able to provide them with a unique, special offer to celebrate the occasion.
To be able to send a birthday workflow, this data would need to be captured at some point. However, milestone dates, such as date of first purchase or the date they joined your membership can usually be obtained via your CRM.
These types of campaigns are great for customer retention.
8. Re-Engagement and List Pruning Workflow
Having a ‘healthy’ list of engaged subscribers is key to great email deliverability. Consistently emailing leads that never open emails or engage with content via link clicks can start to have a negative impact on your inbox deliverability.
Any contacts that have not been engaging with your emails in over 3 months (maximum) are considered ‘cold contacts’ and should be tagged with ‘low engagement’ status that triggers a re-engagement campaign that tries to get them to engage again. If they don’t engage then they’ll be automatically unsubscribed to help keep your list ‘healthy’.
Email Marketing Automation Workflow Templates
It’s one thing to know ‘what’ type of email marketing automations that you need to set up for your business. But, that’s not enough. You also need to know ‘how’ to set up these email marketing automations so that you can put them to work for your business.
Not only do we step you through how to set up each of these email marketing automations as part of the Click Engage Convert Academy, but we also provide our Academy members (or Converters, as we like to call them) with an email marketing automation swipe file that is jam packed full of examples of what to write in each of those email marketing automations to get the best possible conversions.
If you would like to get your hands on these email marketing automation workflow templates, then I invite you to join the Click Engage Convert Academy here: https://clickengageconvert.com