Email workflows or “email automations” are the most essential infrastructure you should have when you set out to build your email strategy. This is so for two main reasons. Firstly, they help you set up a structure that covers the full life cycle of your customer journey, from intent of buying to post-purchase life. Secondly, they’re great for your deliverability and your business relationship/reputation.
Take a look through the 7 most basic email automations you could set up for your online business. While there are so many to list, let’s focus on the essentials that cover the entire customer’s buying journey – before, during, and after.
Let’s get right in.
1. Welcome sequence workflow
This is by far the most popular workflow. It can be automated so that anytime someone signs up or subscribes on your website, they receive an email. A great way to really nurture your new leads is to expand your welcome email into a comprehensive series. You can introduce your users to further information, offer links, freebies and so on.
2. New customer workflow
Whenever a new subscriber upgrades from a lead to a customer, they’re basically entering a new relationship with you. It’s therefore necessary that you create an automated email sequence that specifically addresses their needs.
This workflow can do things like remind them exactly when and how they will receive their purchase and provide related resources. For instance, if you have a clothing company, you can automate an email message that contains instructions for care, style pairing ideas, and a tracking number. Also, assuming you offer custom web design, you can automate an email message with best practices for getting started with the design process.
3. Lead-nurturing workflow
The buying process is a journey for customers, and if they’re not guided properly, sales can take long or may not happen at all. Assuming someone has shown interest in any of your products or services, or they have followed up on your resources a significant amount or number of times, this person is likely close to a purchase decision. It is therefore necessary that you create a workflow with sales in mind. Consider what obstacles the person has in the buying process and what their most pressing needs and questions are at this stage.
Your leads must be nurtured and guided into making any desired decisions that inspire growth for your business.
4. Free trial conversion workflow
If you have a trial version of a product on your website, there’s only a short period to convince them to buy, and proper email automation sequence can help.
Useful tip: after a trial is activated on your website, a series of relevant emails can follow, with a “Welcome” message ideally leading. Next can be a follow-up email asking if the prospect would like to book a call. Then, an email informing them that their trial is about to expire. Of course, these can be any message content topic of your choice or any appropriate sequence, but you get the idea. The sequence should be stretched out at any intervals you deem necessary. Whatever you choose or do, the trial freebie should upgrade into a paid service.
5. Post-purchase workflow
Just because a purchase has been made or services have been rendered on your website, does not mean communications with the customer should stop. It’s easier to maintain existing customers than to get new ones, so use this opportunity to upsell your products or services. Nurture the relationship you already have with this customer by setting up workflows that introduce them to other relevant products or services.
6. Retargeting workflow
Also known as re-engagement workflow, this email automation can be used to re-engage inactive members of your email list. You can specify a sequence to be forwarded based on time duration since their previous visit to your website, or based on observed email click-through. This gives you confidence that you can always stay on top of the leads you have worked so hard for.
Here’s a tip: if someone has truly unsubscribed from your list, it’s impossible to rekindle interest. But, if the person has simply been busy or engaged with other necessities, sending them a special email or offers can serve as a gentle stimulus to re-engage with your content, as was their plan originally.
7. Customer care workflow
Customer satisfaction is an indispensable email workflow type. Since it’s almost impossible to keep all customers happy, it’s suggested that you determine how to measure your ideal customer satisfaction mark, then set up two different workflows according to “happy” and “unhappy” customers.
Make “happy customers” your brand’s biggest ambassadors by offering them exclusive content, offers, and discounts. Reach out to “unhappy customers” with special discounts, proposed solutions, and other incentives that address their unique concerns.
Refer to our previous blog for more email tips.