Email Automation, Workflows And Triggers

December 21st 2020

Email Automation, Workflows and Triggers

Email marketing is a popular and extremely effective digital marketing strategy to connect with your audience, promote your brand, and thereby increase sales. Sending out emails to your customers may seem like an easy task. However, as your email base grows, it will be difficult to individually send out emails to your customers. Hence, you would want to rely on email automation workflows to do the work. Let’s get a little more familiar with email workflows and email automation, shall we?

Email automation and email workflows

Email workflows are basically the term that encompasses a set of emails that get triggered to customers based on their behavior and data. They get automatically sent out when someone triggers a particular campaign. Email automation is basically setting up different campaigns that would be sent to customers when they meet certain requirements or triggers a particular action. Some common email automation workflows include welcome flow for leads who subscribe to your emails, cart drop flow for leads who’ve abandoned a product or service, etc. The process of creating a successful email automation for your business can be summed up in just four steps:

  • Work out an email marketing plan for your business
  • Pick an automation that suits your brand or campaign
  • Set up email automation workflows for campaigns
  • Measure the effectiveness of your workflows and tweak accordingly

Remember that you have to chart the entire customer journey and then define triggers for different parts of the journey. Only by doing so will you be creating a profitable email automation plan.

3 email automation workflows used by businesses today

The Welcome Workflow

It is essential for all businesses to have in place a welcome email/s that would be triggered to leads who subscribe to your email or sign-up with your business. Welcome emails also boast the highest open rates among other workflows too as most customers expect to receive a welcome message. You can include the following in your welcome email:

  • A warm welcome message to your brand
  • A brief introduction to your brand’s products/services and company values
  • A quick breakdown of what can be expected from you as a brand
  • A small incentive for signing up with your brand

The Transaction-Based Workflow

If you’re selling a business or service of any kind, then a transactional workflow is an important part of your email marketing. Transactional emails are usually triggered once a lead has completed a purchase. However, they can be a used in case of any exchange of a product/service (even freebies!) between your brand and the consumer.

Transactional emails are pretty much like 'thank-you' emails, as in they aim to keep the conversation going even after a lead has completed a desired action. And that’s why these emails can easily be converted to a 'thank-you' email – with details of the product, tracking info, and contact details of the brand.

The Cart Drop Workflow

There a number of reasons why leads would have abandoned products or services in the cart. While some maybe accidental, mostly they are intentional abandonment. And that’s one of the reasons why abandoned cart emails are often seen as annoying by customers.

That said, cart drop emails are still an important campaign for a brand as it allows room for potential recovery. It serves a last attempt from your end to coerce your leads to pick up from where they left off and probably make the purchase.

Wrapping up

Setting up an email automation workflow isn’t a difficult task if you have the right email marketing tools at hand. Plus, they help simplify and ease your team’s day-to-day workload. You could always consult us for the best digital marketing services for your health and wellness business.

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