5 Automated Email Workflows To Try Out

10%.  That is how much a personalized email can improve conversion rates.  And when talking about conversions, 10% is a big deal.  Yet, behavior-based email marketing is one of the most underutilized strategies out there with just 20% of marketers reporting they use automated workflows.  The revenue this strategy can generate is a big reason to start taking advantage of this technology.  With around 75% of all email revenues coming from triggered campaigns rather than generic ones, it is hard not to see the value in trying out an automated workflow.

While setting up a series of triggered campaigns may seem daunting, with software like MailChimp, Hubspot, and Yesware, it is actually fairly simple.

Here are 5 automated email workflow ideas to get you started:

1. Welcome Workflow:

Sending new email signups a welcome email when they add themselves to an online store’s (or brick-and-mortar store for that matter) list is a great opportunity to begin nurturing a lead.  Welcome emails can provide prospective customers more information about the brand and what it stands for.  One way to leverage welcome emails to increase sales is by including a discount code for a customer’s first purchase.  This can often make the difference in converting a lead into a customer.  For more on offering discounts, check out this article.

2. New Customer Workflow

Once a business has converted a customer for the first time it is hugely important to keep them engaged.  A first-time purchase could trigger an email thanking the new customer for their business, and if the product tends to require support, like an electronic good, the email could offer advice to users too.  The new customer workflow is all about sparking positive relationships.

3. Shopping Cart Abandonment Workflow

This simple reminder to shoppers who have bounced from a store without checking out could be the difference in closing a sale.  Offering a discount here does not hurt sales either.

4. Upsell Workflow

Upsell workflows have the potential to be very successful due to their personal nature.  The more personal an email is, the higher the conversion rate.  Past purchases can trigger emails to existing customers upselling products that complement or upgrade previous purchases.  And with only 39% of online retailers taking advantage of personalized product recommendations, this is still a largely untapped strategy that could set a brand apart from the competition.

5. Upcoming Purchase Workflow:

This one will take a little more work to set up but can be an invaluable customer retention tool.  If, after some analysis, a business finds that certain customers have purchased on a cycle, a marketer could set up a time-triggered email to be sent shortly before a customer is expected to make a purchase.  This would keep a brand top of mind and ensure a customer does not miss a purchase cycle.  Combine this workflow with an upsell workflow and not only expect to retain more customers but also expect to see your average order value increase too.

Automated email workflows are still a relatively underused marketing strategy.  By trying a couple of these simple to set up triggers, your brand can position itself above the competition and expect to see an increase in sales.

Sources:

https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

https://blog.hubspot.com/blog/tabid/6307/bid/33635/12-automated-email-workflows-you-ll-kick-yourself-for-not-using.aspx