In marketing automation, digital contact with the customer goes far beyond sending mass e-mails. Through a series of steps, a workflow, the automation process delivers the right content at the right time, which helps to maximize conversions and sales.
In short, a workflow defines the business processes that the marketing automation system must use concretely. This is important because it is automatic, the workflow is fully scalable.
These are the four basic elements of a marketing automation workflow:
- Trigger: the action that initiates the workflow, such as registering on a website or purchasing an item
- Delays: time differences between workflow phases
- Conditions – explains what to do for each stage of the workflow – for example, if a customer buys one type of product, you can take a different action than buying another type
- Action: indicate what to do if a specific condition occurs
There are many valuable marketing automation workflows that can increase customer conversion, so you need to decide which one is best for your situation and summarize it.
This article describes seven automation workflows that can be particularly useful.
- The welcome workflow
Trigger: a user logs in to your website or application.
How it works: Welcome workflows usually consist of a single email or a series of consecutive emails that complement each other. The most important thing is to send an email as soon as the user registers to make their acknowledgment heard. Greet them with kindness and gratitude, confirm your account details, or ask them to choose the specific services they need.
Why you need it: Welcome emails open four times more times and generate five times more clicks than regular emails. The e-mail or welcome series is an opportunity that you simply can’t help but make a good first impression on your customers.
- Workflow for anonymous users
Trigger: the time that a user spends on the site has exceeded a certain value or the navigation action indicates the intention to leave the site.
How it works: Your website software can deliver targeted and valuable content in the form of overlays at the right time to keep users engaged. For example, an anonymous search can appear if the person has been on the site for 30 seconds.
Why you need it: The attention span of useful browsers is notoriously low, and if they show up too early, they may not really understand what you’re offering and why it’s good for them. If that happens, a visitor who has successfully converted into a customer will be lost.
- The feedback workflow
Trigger: a customer completes an action with his team.
How it works: You typically ask customers to fill out a short questionnaire or feedback form on your website or send an email or text message asking them to do so after talking to customer service or trying out a new product.
Why you need it: You can get valuable information about how your customers experience your customer service team, a new product, or a new website design. Customer feedback is important to provide the right final product and engage users so that they are more likely to make purchases.
- The shopping cart workflow
Trigger: Potential customers who have added items to their cart will leave your site before finalizing their purchase.
How it works: Your software can be automatically sent to an email to remind customers of the items in their carts, with additional evaluations or special offers. Sending e-mail messages over the Internet is also a great way to remind potential buyers of their intentions.
Why you need it: The fact that customers find your site online and use a shopping cart is a clear sign of buying intensity, so it’s worth finding out what interrupted the process for them. For example, the price or experience of the mobile site can be problematic. Whatever the problem, if you know it, you can take steps to fix it.
- The re-engagement workflow
Triggers: Contacts are inactive or have not opened the emails you sent in a given period.
How it works: Use reconnection campaigns to remember contacts for a product, service, or company, highlight what they found tempting at first and increase the benefits of your items or services. Special offers work well here.
Why you need it: Gaining new customers is expensive – it costs seven times more than retaining the customers you already have.
- The case workflow
Triggers: users register their email addresses in exchange for access to content.
How it works: When users want a digital download or other content that they consider valuable (for example, the main magnet), they are willing to “pay” for it with their contact information. They have now become a leader; You can also involve them in content that interests you. This process encourages them to link their brand or company to quality, which (effectively) pushes them into the sales cycle.
Why you need it: If you’re already implementing or planning to implement content marketing, the importance of this workflow must be clear. You can segment your content based on topics for different communication.
- The main workflow
Trigger: A contact spent a predetermined period of time near the top of the funnel or at the beginning of the customer’s journey.
How it works: After collecting good quality leads, feed them now before handing them over to the sales department. The incentive can be achieved through a series of informational messages or emails that guide and encourage you to make purchases.
Why you need it: If your product is complex, like an administrative software package, lead development can provide information that shows customers how it works and persuades them to buy it.