8 Automated Email Workflows You Should be Using

Jeff GargasBlog

8 Automated Email Workflows You Should be Using
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8 Automated Email Workflows You Should be UsingIf you’re not using automated email workflows in your marketing funnel, you’re probably losing more than you think. When someone opts-in to your list, there are a variety of ways they can go. They can sit quietly on your list, never taking any action, or they can quickly become a customer. The worst thing you can do is not know what they’re doing and leave it all up to chance. Brands who implement automated marketing tend to see around a 10% increase in their sales pipeline conversions.

A mistake we see a lot of business make is assuming that nurturing leads is the only way to utilize automation. The fact is, there is an almost endless list of ways email automation can increase conversions.

Let’s take a look at a some automated email workflows you can set up to get more out of your contact database.

1. Subscriber Welcome Emails

When someone chooses to subscribe to your blog or your email list, they’re showing interest in what you do and what you have to say. This should not be taken lightly. You should be grateful for every subscriber and you should let them know. Welcome emails are your chance to give a new subscriber a nice, warm welcome to your community. You should have different welcome email series for each type of subscriber: list subscribers and blog subscribers.

Trigger: Someone opting to subscribe to your blog or email list.
Number of Emails: At least 3-5.

2. New Customer Welcome Emails

A lot of marketers make the mistake of thinking the sale is the the end-goal, but it’s not. Your goal should be to create lifelong, loyal customers. When someone purchases from you, your welcome series should let them know you appreciate them. You can offer new customers a discount on their next order, a free gift for becoming a customer, or maybe the opportunity to buy an exclusive item or service. These emails can also request customers take an after-service survey or provide a product review, or they could walk customers through how to best use your product.

Trigger: Someone purchases a product or service from you.
Number of Emails: At least 5 emails.


3. Lead Nurturing Emails

Once someone has taken multiple actions, such as downloading pieces of content or opting in for a webinar, they should be considered a potential lead. These email series help guide a lead down your funnel by offering middle-of-the-funnel content like a free quote, a case study, or a product demo.

Trigger: Top-of-the-funnel actions, like downloading multiple pieces of content.
Number of Emails: At least 3-5.

4. Re-Engagement Emails

Revive your relationships with people who have opted in to your list but have not taken any action in a while. These can be set up to trigger when someone hasn’t opened an email in 2 months, or maybe they’ve opened every email sent, but never seem to click through. An exclusive offer, or an early look at a new service, may be just what they need to get excited about your brand again. Take a look at your analytics to see what has kept people engaged and when you seem to lose people’s interest.

Trigger: Someone joined your list but has not taken action for a certain amount of time.
Number of Emails: At least 1-3.

5. Event Registration Emails

Using email to communicate with those who have registered for your event, whether a live event (like a workshop or training) or an online event (like a webinar) is not only efficient, but it’s also important. You can automate the delivery of information like hotel accommodations, agendas, important items to remember, or logistics on how to login to a webinar or get the most out of an event.

Trigger: Someone registers for an event.
Number of Emails: Most likely 3-5, but it can vary based on the type of event and what information needs to be delivered.

6. Abandoned Shopping Cart Emails

If you’re running an ecommerce business, you need to have email workflows set up to engage people who add an item to their shopping cart but never complete the checkout process. Set up emails to remind them of their order, and maybe offer a discount if they complete the order.

Trigger: Someone adds an item to their shopping cart but does not complete the checkout process.
Number of Emails: At least 1-3.

7. Upsell/Cross-Sell Emails

We’ve already mentioned that communication with your customers should to stop after a purchase. You can increase both your revenue, and your customer relations, by encouraging them to upgrade their product/service or recommending up-sells or add-ons.

Trigger: Someone purchases a product or service.
Number of Emails: At least 1-3.

8. Customer Satisfaction Emails

When someone buys from you, they become one of the most valuable people in your business. Not because they’ve increased your revenue, but because they now have first-hand knowledge of your product or service, and they now know what it’s like buying from you. These emails can fall into your new customer emails mentioned above. They should thank customers for their purchase and request feedback. This can be in the form of a survey or by asking them to provide a product review or testimonial. It is important to get these requests to your new customers quickly after purchase, but you should also send after some time has passed. You can create variations to gain feedback from those who have had experience working with your customer service and support teams as well.

Trigger: Someone purchases a product or service.
Number of Emails: At least 1-3.

So, are you taking advantage of email automation? Are you helping to guide your contacts through your sales funnels and pipelines? If not, you could be missing out on opportunities to not only grow your business, but also help those contacts by educating them on your products/services, offering special offers and discounts, and taking care of those who have bought from you.

You’re working hard to grow your email list. Don’t let all that work go to waste by leaving contacts idle and unengaged.