Marketing automation processes are a godsend for time-crunched businesses. Not only that, but they may also help marketers improve public connections, generate leads, and significantly increase income. To guarantee that your organization reaps the perks, we will provide 10 marketing automation workflow examples as well as for instructions on how to set up your own. But first, let us define marketing automation.
What is Marketing Automation?
Marketing automation is the process of automating marketing operations via the use of the software. Many marketers automate routine processes like email marketing, social media posting, and even marketing campaigns for convenience and to deliver a more customized experience. Marketing automation technology streamlines these processes.
Why Does Your Company Require an Automated Email Workflow?
According to Survey, there are more than 3.7 billion email subscribers worldwide, and that figure is rapidly increasing. According to the poll, 72 % love to get promotional information by email; tailored emails (i.e., emails containing a contact’s first name as well as material specific to their interests) yield six times greater transaction rates than generic emails. If you don’t have the money or energy to study each contact and send them a personalized email, automated email processes are a good alternative.
10 Examples of Email Marketing Workflows
1. Workflow for Greeting Subscribers
When compared to normal email marketing efforts, welcome emails have four times the open rate and five times the click-through rate, according to the website Email Monks. When a new subscriber is eager to learn more about your company, take advantage of the chance to make a good first impression and highlight what your brand stands for.
You want to promote your brand and highlight your usability through a welcome campaign. Because the new contact is unknown with your brand, send them to your social channels and learning tools (e.g., blogs, webinars, etc.) to help them make the most of their experience. You can also collect information from your lead to begin creating their contact profile by sending them a brief survey with themes to learn more about or links to high-performing blog pieces to get a sense of user interests.
2. Workflow for Gated Content or Opt-Ins
When a new lead swaps their contact information for a high-quality content block, or lead magnet, an opt-in procedure is begun. Please note that if customers get stuck at the beginning of this procedure, the quantity of information you’re seeking may be pushing them away. Split-testing the number of needed fields or the sort of information requested can provide you with useful insight into what may be discouraging customers.
When doing an opt-in campaign, be willing to leave out the content download link that the lead requested in a timely way. An opt-in campaign, like a welcome campaign, implies that prospects are looking forward to hearing from you and keen to receive your information. When the process reaches its conclusion point, you may add the lead to another process that is related to the material they choose to receive.
3. Workflow for New Customers
In a company, acquiring new clients is more expensive than retaining existing ones. A customer onboarding procedure ensures that newly acquired clients get the most out of their engagement with your business.
You should begin your onboarding process with an introduction email. This email should provide the framework for a long-term strong partnership by establishing user expectations for customer support and informing the consumer of the benefits of utilizing your products and services. Your process should also send out follow-up emails with product tutorials, demos, and other helpful hints to make sure customers are making use of all of the advantages your service has to serve.
4. Workflow For Special Events
Engage with a lead on important days to strengthen your connection. Sending an email to customers on their birthday, anniversary, festival, or any other major date seen in a lead’s profile or placed as a lead tag is an excellent method to interact with your contact on a more human level.
A special event workflow is an excellent way to interact with your leads and make them feel noticed, while also allowing you to provide unique bonuses to drive a sale.
5. Workflow for Event Participants
It is a strong technique to obtain useful insights from the participants and to develop lasting relationships with them. In order to foster a great event experience, you may employ a marketing event workflow to entertain event participants before, during, and after an event.
Start the workflow to prepare registrants for a webinar, conference, or exhibition a week or so prior to the event. The time frames of e-mails dispersed through the whole procedure should match the main event dates. For example, you may arrange an email for a multi-day event to let the participants know about rifles, guest speakers, or any other events and mention places. Plan an e-mail to summarise the major items of the event in the days following an event, providing links to extra funds to help you take the next steps. You will want a clear event plan with a strong marketing strategy before you construct your process.
6. Workflow for Free Trial Sign-Up
Before creating a free trial email process, consider how you will categorize your clients (e.g., by industry, company size, etc.), who will control the sales process (e.g., sales, marketing, etc.), and what the touchpoints throughout the trip will be.
After a contact signs up for a free trial, a free trial sign-up workflow should send a confirmation email. This email should include an explanation of what your service can provide the client. Your workflow, like customer onboarding, should include product demos (educational videos that highlight the key features of your product). The process should prompt the visitor to sign up in the days immediately prior to the trial expiration in order to continue enjoying the benefits of the program.
7. Workflow for Expired Subscriptions or Subscription Renewals
A subscription renewal procedure is critical for any company that uses a recurring income marketing strategy. According to a study, 68 percent of clients discontinue doing business with a company because they believe the organization is uninterested in them. Show your consumers that they are more than just a number by being deliberate and aggressive with the message you express via your process.
A subscription renewal procedure should begin one month, one week, and one day before the subscription’s expiration date. The sequence of emails should serve as a reminder to the subscriber that they must renew their membership by a certain time in order to preserve ongoing access. During this period, you should make use of the information you’ve already gathered from the lead. Utilize the lead tags and the parameters the consumer satisfies to showcase the functions they use and the advantages you don’t want them to miss out on.
8. Workflow for Topic
When contacts in your database download information or visit a website with key themes connected to your market or organization, start a subject process for them. For instance, if a contact downloads the e-book Project Management Tips and Best Practices, the workflow you begin should include a sequence of nurturing emails on managing projects.
The topic email workflow should include connections to top-performing blog articles, webinars, and forthcoming programs that are closely relevant to the subject of the pillar content download or page that triggered the topic workflow. Each key topic should have its own topic workflow that directs the lead through the buyer’s journey to a relevant solution.
9. Workflow for Lead Nurturing
A lead nurturing workflow will be activated whenever a contact fulfills certain parameters or performs certain activities. This process uses lead segmentation, tagging, and scoring to establish a lead’s position inside the sales funnel as well as their qualifying level. Using data from a lead’s contact record, the process may efficiently follow up with appropriate material to urge the lead to convert.
In combination with other workflows, you can employ a lead nurturing workflow. The aims of this process are fairly straightforward: one, contacts by location in a customer journey; and two, data collected about patterns and attitudes, which can be utilized to develop confidence. Establish your credibility and keep your identity at the forefront of your lead’s mind by offering connections to useful blog articles, videos, and other materials that encourage your lead to take the next step.
10. Workflow for Missed Opportunities Nurture
A lost opportunity nurture workflow enables you to send a sequence of well-timed emails to a lost effective sales lead in order to encourage them to reassess and re-engage with your product. Using relevant data from your CRM database to determine when and where your lead dropped off will provide understanding into why you lost a lead and the type of content required to restore the lead and convert them back into a sales opportunity.
A lead opportunity in your CRM database might be marked as “lost” for a variety of reasons, including Budget restrictions, the revelation of other solutions, or simple diversions that may have caused the leader to back down. You initiate a lost opportunity nurturing process to address the lead’s pain issues as they relate to the lead’s cause for detaching from your business, as well as how you intend to alleviate those problem areas. For instance, if a lead abandons the sales cycle due to financial constraints, make sure your nurturing process includes special offers and discounts to entice the lead back into the sales cycle. You may also send an email asking the lead to choose how they want to continue interacting with you.
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