Email Workflows Explained + Why You Need Them

Posted by Alison Quisenberry | July 5, 2022

Email Workflows Explained + Why You Need Them

 Let’s be honest. Traditional marketing is out. But how are you expected to keep up? 

In the ever-evolving world of digital marketing, it’s a constant battle to stay relevant. Businesses are trying new, innovative ways every day to stand out from the crowd– to keep potential and current clients interested in what they’re offering.

What would you say if we have a way to do just that? And that it will save you time, money, and resources? 

Introducing: email workflows.   

What is an email workflow?

An email workflow is a series of automated emails programmed and sent to an audience based on behavior or data you have detailed and outlined.

These emails are sent out automatically once someone “triggers” a campaign. In other words- opts in. 

There are three main types of email workflows, leading to different outcomes. Those include: 

Welcome Workflows 

This is where you can begin a strong relationship with your leads or subscribers. Welcome them to the community they have just signed up to be a part of. Set expectations of what they should expect from you in the next few days and long term. 

Lead Nurturing Workflows 

If someone fills out a form to receive a content offer from you, this is a great way to give them a bit more. From here, you can send them free products, trials, or case studies to keep them interested in what you are offering. 

Upsell Workflows 

It’s easier to sell to someone who’s already a fan of your product or service. This allows you to offer ad-ons or upgrades, as well as stay in contact with past customers.

Here, we’ll give you some examples

There are many ways to incorporate email workflows into your inbound marketing efforts. We’ll give an example of five common, yet effective, workflows. 

We’ll highlight the workflows in blue.

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How workflows can transform your inbound marketing

Inbound Marketing is the process of creating and generating qualified leads. 

Traditional marketing is all direct mail, TV, radio, and magazine ads. Inbound marketing is much more personalized, using content that is meant to appeal to your ideal customer, attract them to your business, and keep them coming back.

That’s where those behaviors and data that we mentioned earlier come into play. By personalizing your email automation practices, you’re practicing inbound marketing at its core. This way, your marketing efforts are much more tailored

Your time, money, and team resources are being spent targeting leads with a much higher potential of conversion. Instead of paying for overpriced ads on TVs, magazines, or billboards with no data on who is seeing them, you’re delivering to customers exactly what they’re looking for and letting technology do it for you. 

We know it can seem a bit overwhelming. At Primitive, we’ve spent a decade perfecting our inbound marketing and email automation strategies. We know how to create automations and how to use them to get the results you want. We’ll do the research and the work. You get to enjoy the success. 

Let us nurture your leads, effectively communicate with your customers, and create conversions. Let us tell your story. 

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