Importance of Email Workflow in Marketing Automation

By Marianne Chrisos - Published on March 11, 2019
Importance of Email Workflow in Marketing Automation

Marketing automation is a key part of your marketing strategy. It enables you to automatically set up customer communications that target the right audience at the right stage in their journey. Through targeted marketing communications, you can increase the likelihood of presenting yourself as a solution that people, potentially converting more new people to existing and loyal customers.

Email campaigns are a standard part of most business’s marketing automation efforts. Optimizing your email marketing automation can help your business run more efficiently and grow your business reach.

What are the benefits of email workflow automation?

Email workflow is an important part of your marketing automation – here’s why it’s important.

1. Increased brand awareness

Email is still one of the most popular ways to reach new leads. Even if a customer doesn’t open your email, seeing your brand name in the email subject line can be an impression. When you are developing good enough content with interesting subject lines that are being read, you are increasing open rates, which convert to even higher, more impactful awareness.

2. Time savings

Automating email workflows as part of your marketing automation is a huge time saver. Once the emails and workflows are created, the automation can take over and communicate with your clients and leads. This initial investment of time can free up employee time later down the line, meaning that the individual time spent sowing seeds to leads is reduced and instead these relationships can be nurtured and grown.

3. Personalized, relevant messaging

Part of marketing automation means creating messaging tracks for different audiences or kinds of clients. It’s a focused outreach that is personalized per group. This non-blanketed approach of the market means that you can communicate the benefits of your product or service that are specific to that group and help them understand why. This kind of personalized educational and relational messaging allows your customers to feel communicated with, not sold to.

What are the most useful email workflows to set up?

What kind of marketing email workflows your business can or should establish depend on your goals, but many businesses have workflows set up similar to the following.

#1. Topic workflows

This is content that is usually sent to leads to help educate them on a product lineup. It might include ebooks, webinars, videos, or blog posts about a particular topic. If you’re a pet store, for instance, you might create and deliver content around the best dog food brands, upcoming pet events, and common pet health problems to provide relevant content to potential clients.

#2. Welcome series

Sometimes companies will create a series of emails to be delivered to new customers. This can be when they sign up to a newsletter, subscribe to a service, or buy a new product. These emails can include customer testimonials, product tutorials, frequently asked questions, or anything that can help make a customer’s interaction with your brand and product more useful and informative.

#3. Sales notification

Sales rep notification emails are usually triggered when a customer fills out a form on a website or requests additional information. This email series will usually be an automatic response that comes from specific sales rep email address, introducing themselves to the lead and offering more information.

#4. Re-engagement

These are some of the most important customer-retention emails. Re-engagement means reaching out to customers who haven’t interacted with your brand in a while, usually in an attempt to incentivize them to come back to your location or call your team to place an order. Sometimes the first email in this series in a reminder that you haven’t seen them, then the next might be an offer like a discount or free pass, and the final email in the series will be more significant offer.

Email marketing workflow automation can have a significant impact on helping your business modernize, organize, and grow your marketing reach. It’s an important part of your marketing strategy process and foundational to successful content marketing.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a company near Dallas and contributing writer around the internet. She earned her master's degree in Writing and Publishing from DePaul University in Chicago and has worked in publishing, advertising, digital marketing, and content strategy.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a c...

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