Here’s How To Build A Powerhouse Email Marketing Automation Workflow

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Have you ever thought about using marketing automation email campaigns in your digital marketing strategy? Whether it’s transactional or triggered, email automation is one of the best ways to keep your customers happy and your leads warm.

For small businesses, developing smart email automation workflows isn’t easy. Especially, if you’ve never done it before. 

However, there are several tools and tips out there that can help you get set up. First, you need to have a way to collect your leads via an email sign-up form or a landing page — either will do. 

From there, here are the next steps for a great email marketing automation workflow. 

Define Your Goal

As you begin collecting leads, you need to know why you’re collecting them. Do you want them to make a purchase or donate to your cause? Whatever the reason, the goal will help you build out the rest of your workflow.

You have to know the ending point before you can develop the starting point. 

Set Your Criteria

You want to send the best leads through your workflow, so you have to define who they are. You can use age, location, income, and gender to help you develop qualifying factors. 

The more you learn about your customers, whether through your email workflow or other forms of acquisition, the easier it will get to start targeting the right people. 

Share Your Content

You don’t want to be selling something every time you email your leads. Creating or using high performing content to drive them back to your website is a great way to push them through the workflow. 

Build emails that include your content. From case studies to one-pages, these informational pieces help build trust and further qualify your leads. 

Always Test Your Emails

If you build one email, you should create a second one that tests every aspect of the first one. Whether it’s subject lines, copy, images, or CTAs, every email should have a counterpart that will help you learn more about your audience. This is called A/B testing.

Every piece of your email can be tested, and there’s much to be learned from doing so. You’ll understand what copy resonates best with your leads, which subject lines get the most opens, and even what images get clicked on most often. 

Some of these might seem like small things, but they can make a huge difference in how your emails perform or whether you can push your leads into customers. 

Follow The Example of Great Brands

Great brands know how to use email marketing automation workflows to delight and surprise their leads. There are a few different examples of typical workflows you should include in your automation strategy. They include: 

• Welcome emails
• Feedback emails
• Blog posts or articles
• Informational emails
• Re-Engage emails
• Milestone emails
• Demo emails

Now that you know what to look for in a fantastic email marketing automation campaign, you can start building your own. Keep your leads engaged and your customers excited by your content to continue building loyalty. From there, you’ll see a significant shift in how your email campaigns perform.