When it comes to effective communication channels, email is one of the main ones. But how to take advantage of it for an effective lead nurturing strategy? The key is to create an email marketing workflow.
What is an email marketing workflow?
It is a series of automated messages that are sent to current and potential clients via email. Each step within a workflow is designed to nurture each segment considering variants such as their status in the buyer’s journey.
A contact’s progress through this flow depends on their actions and behaviors. That is, if a person clicks on a CTA for a free trial, the company can establish in the email marketing workflow that they are contacted directly by the sales team.
Likewise, if a contact doesn’t open your first email, you can send it again via another route. Also, do you know the average email marketing open rate?
This way, the person can receive it once again, but with a different subject line and preheader to create a second opportunity for them to begin their entire workflow.
In addition to automating communications with customers based on their responses. This feature can also trigger internal actions and communications for marketing, sales, and customer service teams. This can help improve conversion and lead nurturing rates.
How to configure an email marketing workflow?
Choose the right email marketing automation software
To create an email marketing workflow you need some tools. Currently, there are different automation software on the market, but you must choose the option that best suits your business and its objectives.
Either way, they all have default options that will allow you to define the following:
Set the objective
This could be, for example, onboarding new leads or driving registrations to a webinar. The actions in the workflow and the email content should be designed in a way that helps nurture potential customers to complete the action you want, in this case, register for the event.
Set enrollment triggers
These determine the behaviors and criteria that will qualify new and existing leads in the email marketing workflow.
They can include things like clicking on a call to action, participating in a live chat, downloading an ebook, or based on the prospect’s current status.
Create an email marketing list
When required, make a custom static or active list of contacts based on enrollment triggers. Statics must be updated manually to add new people.
Active ones do this automatically by attracting new leads through their workflow as they meet qualification criteria.
Add your first point of contact
Schedule the first email marketing appropriate for the audience. Previously, you could create several and save them to automate them to send them when you need them.
Choose your email marketing settings
Review settings to select and confirm setting parameters. For example, the time and days of the week that emails can be sent, as well as any suppression settings you need to include in your email marketing workflow.
If you work with a CRM, it is very possible that you can create a workflow from this same platform and not necessarily from your email marketing application.
This option is ideal if you centralize customer management on this platform. You will also be able to create multiple workflows for each of the marketing funnels that you are currently running in your company.
This automation not only improves lead nurturing, but also personalizes the customer experience, reduces costs, and optimizes data. So that users can make more informed decisions. Therefore, it is a very valuable method in marketing.