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Emily Neier
by Emily Neier
on November 28, 2018

Email automation—it’s made our lives easier. But is it making the lives of your customers better? Utilize these five email workflows to make sure you and your customers get the most out of your sales and marketing automation platform!

1. Welcome Workflow

Goal: Warm Welcome

Triggers: Form completion for email subscription

This is your organization’s first impression on your new subscriber, so it’s imperative these emails are excellent! Upon subscription, the first email in this workflow should be triggered immediately, confirming and thanking them for the subscription. This email should be brief and include the details of the subscription as well as an option to review their preferences. You might also give your contact a little bit of background on your company.

The next step in this workflow is to engage your new contact in some more content on your website. Your second email, sent a few days after the initial welcome, should include more details about your business and feature important information or popular posts on your website. Lastly, the third email sent one week after subscription, should contain customer testimonials and positive reviews to show how your business can meet your contact’s needs.

2. Lead Nurturing Workflow

Goal: Engage interested subscribers with content to move them closer to a purchase

Triggers: Behaviors defined by your business as “interested”

What describes an interested subscriber will vary depending on your business, product/service, and industry. This might be engaging with specific content on your website, like commenting on blog posts three times, viewing certain pillar content, or clicking on links within an email five times. Any of these, and many more, can be set as triggers for a workflow.

Lead nurturing workflows distribute content targeted to encourage leads to learn more about your product and move them towards speaking with a sales rep or making a purchase. This middle-of-the-funnel content would include: case studies, product demos, free trials, and website pages that have the highest customer conversion rates.

Your business has more than one type of customer, and with the HubSpot CRM, you can assign specific buyer personas to your contacts. That means you can go deeper with your lead nurturing workflows by sending your leads targeted content based on their buyer personas.

3. New Customer Workflow

Goal: Kickoff the customer relationship and keep customers engaged after making a purchase

Triggers: Lifecycle stage

Congrats, your lead nurturing workflow has turned an email subscriber into a paying customer! You can utilize email workflows after a sale is made to keep your customers engaged with your company. Content in this type of workflow might include:

  • •Training materials to help customers get started
  • Links to product FAQs and customer support options
  • Tips and tricks get the most out of their purchase
  • Information about supporting products or product updates
  • A customer satisfaction or NPS survey

All of these give your new customers opportunities to stay connected with your company after the purchase. They’re invited to learn more, given materials to achieve success from their relationship with your company, and asked for valuable feedback.

4. Product Launch Workflow

Goal: Build up a conversation around a new product

Triggers: Leads & Customers

Your initial send list for this workflow might be a little more complicated than others. If you’re launching something new, it might be tempting to hit “send all,” but not every contact on your list will be interested. Consider who you developed this new product for, what problems it’s aiming to solve, and include in your past, present, and (hopefully) future customers having those problems to send your initial launch announcement to.

Include actions within your initial teaser email that suggest interest in learning more or a potential purchase. Perhaps you have an informational video about the new product, or you could include a link to a product specs page. Use these as triggers to tighten your list down to who is truly interested in the launch, and future updates about the new product will be sent only to those who engaged with the first email.

5. Re-engagement Workflow

Goal: Re-engage inactive contacts, clean up contact lists

Triggers: Inactivity parameters defined by your business

Like what your business considers “interested,” what your business considers “inactive” will vary from others. Roughly 3-6 months of inactivity is a general rule of thumb, but it could be higher or lower depending on your industry and product. For example, if your customers have a yearly subscription, customers might only engage once or twice a year. On the other hand, if your customers have a monthly subscription and you’re not seeing activity for a month or two, you might need to re-engage sooner than three months.

A re-engagement workflow reaches out to leads or customers who haven’t been interacting with your emails. This could be for a multitude of reasons, like the email address has been abandoned, the contact wants to unsubscribe and hasn’t yet, your emails are going into their spam folder, or your emails have stopped providing value for them. In any case, a re-engagement program will help you identify who’s truly lost and who can be brought back.

The first email in your re-engagement workflow should include a coupon or free trial to get contacts interested in your company again. Those who take up the offer stay on your contact list, and those who don’t receive a notice to update their email subscription preferences. Contacts who unsubscribe from this second email or don’t engage with it at all are removed from your lists altogether.

Removing contacts sounds scary, right? But these contacts are not engaging with your emails, which is driving down your open and click through rates, which skews the data of happy, interested contacts. And the reason they’re not engaging could be entirely unrelated to your email strategies (the contact has changed jobs, the company the contact was associated with is no longer in business).

On the other hand, contacts who do re-engage become opportunities for your business again, and your contact database stays healthy and useful for your organization.

Are you interested in implementing some of these workflows, but looking for some extra help? At ManoByte, we help our clients craft emails that engage contacts and avoid the dreaded spam folder. Click below to schedule a free growth consultation with us and see how we can help your business grow!


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