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Marketing Automation Workflow

Last updated: 04.07.2022
Author: Marija

Are you looking to take your marketing campaigns to the next level? If so, consider using marketing automation to streamline your workflows. Marketing automation can help you manage your contacts and target your audience more effectively. In this blog post, we’ll discuss the basics of marketing automation workflow and how you can use it to improve your marketing efforts. 

What Is Marketing Automation Workflow? 

In general, workflow is a series of steps that need to be completed towards a certain goal. Marketing automation meanwhile is the process of using software to automate your marketing tasks. This can include anything from sending email newsletters to nurturing leads through targeted content. So, in this context, workflow refers to the sequence of tasks related to the customer’s journey, enabled through automated interactions.  

Marketing Automation Workflow Examples

Let us take a look at some common examples of marketing automation workflow applications: 

  1. Prospecting workflow: A prospecting workflow is designed to target and engage new leads that enter your database. This type of workflow typically includes activities such as sending a series of welcome emails, invitations to webinars or events, and educational content.
  2. Engagement workflow: An engagement workflow is designed to keep your leads engaged with your brand after they have been initially contacted. This type of workflow typically includes activities such as sending blog updates, case studies, or additional offers.
  3. Nurture workflow: A nurture workflow is designed to keep your leads engaged with your brand over a longer period of time, often until they are ready to purchase your product or service. This type of workflow typically includes activities such as sending a series of emails with educational content, inviting leads to webinars or events, and offering free trials.

Marketing Automation Workflow Template 

A marketing automation template is a pre-designed set of email messages and/or web pages that are triggered by certain actions taken by a subscriber or customer. 

For example, a welcome email series might be triggered when someone first subscribes to your list, and a cart abandonment series might be triggered when someone adds items to their shopping cart but doesn’t complete the purchase.

Marketing automation can be a huge time-saver for busy marketers, as it allows you to automate repetitive tasks so that you can focus on more important things. And, using templates can make it even easier, as you don’t have to start from scratch each time you want to create a new campaign.

By using a template, you can easily create a variety of different marketing automation workflows that can be used to target different segments of your audience. Additionally, the marketing automation template makes it easy to track the performance of each individual workflow so that you can make necessary adjustments along the way.

Email Marketing Automation Workflow

This refers to automating your email marketing campaigns and can involve sending out automated emails based on certain triggers, such as when a customer signs up for a newsletter.

There are a few different ways to automate your email marketing, often with the use of marketing automation tools. One popular method is to use an autoresponder sequence. This involves setting up a series of emails that are automatically sent out over a period of time. Autoresponder sequences can be customized to target specific audiences and include product recommendations or coupon codes.

Another way to improve your email marketing flow is to use triggered emails. Triggered emails are sent out based on certain actions that your subscribers take, such as opening an email or clicking on a link. These types of emails can be highly effective in getting your audience to take action.

CRM in marketing automation can help you save time and improve your results by making sure that your messages are always relevant and targeted to your audience.

Email Automation Flowchart

There are a few key components that go into all email marketing automation flows. Here’s a quick overview of each:

  1. The trigger: This is what initiates the email sequence. It could be something like subscribing to a newsletter, downloading a lead magnet, or making a purchase.
  2. The sequence: This is the actual series of emails that will be sent out. You’ll need to determine how many emails to include in the sequence, as well as what content to include in each one.
  3. The goal: What do you want your subscribers to do by the end of the sequence? This could be something like making a purchase, signing up for a free trial, or even just reading all the way through the sequence.
  4. The call to action: This is what you’ll include at the end of each email to encourage your subscribers to take action. Without a strong call to action, your email sequence will likely fall flat.
  5. The timing: Finally, you’ll need to determine how often to send out emails in your sequence. This will depend on a number of factors, including the length of the sequence and the overall goal.

With these five components in mind, you can start putting together your own email marketing automation flow. Remember to keep your goals in mind as you do so, and don’t be afraid to experiment until you find what works best

Email Campaign Workflow

The first step in any email campaign is to create your email list. This is a list of all the people who you want to receive your email. You can get this list from a variety of sources, including your website’s sign-up form, customer database, or third-party providers. Once you have your list, you need to clean it up. This means removing any duplicates or invalid addresses.

Next, you need to create your email content. This can be anything from a simple message to a complex marketing campaign. Once you have your content, you need to design your email. This includes choosing a template, adding images, and making sure that your call-to-action is clear.

Once your email is designed, you need to test it. This means sending it to just a few people to make sure that everything looks right and that there are no technical problems. Once you’re happy with your email, you’re ready to send it out to your entire list.

At this point, you need to think about how you’re going to track the performance of your campaign. This includes things like opening, click-through, and unsubscribe rates. By tracking your campaign’s performance, you can make sure that it’s running smoothly and that you’re reaching your goals.

Email Workflow Examples

An email workflow is a process of sending automated emails to subscribers based on their interactions with your brand. By using email workflows, you can reduce the number of abandoned carts, increase sales, and improve customer satisfaction. Check out some popular examples: 

  • Welcome emails are a great way to introduce new subscribers to your brand. They should be friendly and helpful, and they should give new subscribers a brief overview of what they can expect from your brand. Include links to your best content, and make it easy for new subscribers to find what they’re looking for.
  • Cart abandonment is a major problem for ecommerce businesses. However, cart abandonment emails can help recover some of these lost sales. They should be timely, relevant, and personalized. They should also include a strong call to action and a sense of urgency. 
  • Upselling and cross-selling emails can encourage customers to buy additional products or services. The former involves offering a more expensive or premium product to a customer, while the latter targets selling a complementary product. Naturally, such emails should be used sparingly and with tact.

The Takeaway

As you can see, a well-executed marketing automation workflow can save you time and energy while also driving better results for your business. It helps keep your prospects and customers engaged and provides a structure to your interactions with them. In this way, you can ensure that each interaction is personal and tailored to the individual, rather than feeling like a one-size-fits-all approach. Additionally, marketing automation allows you to automate repetitive tasks so that you can focus on more strategic tasks that require your human expertise.