It’s not just enough to have those contacts, you’ve got to be using them in your marketing plans. One of the best ways of ensuring your contacts stay engaged is through well implemented email workflows. Here’s 11 email workflows you need to be using.
The Welcome Workflow
Use this email simply to welcome to subscriber to your newsletter, and tell them a little bit about what they can expect from you. This is often the first email workflow that businesses will set up.
The Topic Workflow
When someone comes to your website, they’ll have something in mind that they’re looking for. Say you sell animal care products. If they head to the page related to animal feed, then you can then send them an email with more details on the topic at hand.
It’s worth having email software set up, as this will help you track what happens once you click ‘send’. Do customers then go look at the links you’ve provided, or do they simply delete the email? You can then make changes as appropriate.
The Engagement Workflow
Once you have a follower who keeps coming back to your content, it’s time to take the leap and convert them into a customer. An engagement workflow can do this for you.
Work out what the threshold should be for your company. Once a follower hits that threshold, send an email that encourages them to get involved, share your content, and actually start buying themselves.
New Customer Welcome Workflow
Speaking of new customers, once they’ve actually taken the leap and bought from you, you’ll then need to send the new customer welcome email. This again should be a simple email, just welcoming them as a customer and maybe pointing out related products that they may be interested in.
At this point, you’ll need to ensure you’re writing strong subject lines to make sure your emails are being opened.
The Re-Engagement Workflow
Not all followers will automatically become customers. Some may fall away, which is when you should trigger this email.
Depending on your business, you can use this email to simply make the reader aware of you again, or you can offer special deals if they buy from you now.
The Lead Nurturing Workflow
This email is designed for when you have contacts sitting at the top of your sales funnel, and you want to bring them further in.
If someone has downloaded several of your free resources, for example, now’s the time to pull them in with content that you’ve found works for converting customers. You could also offer additional content such as customer success stories to get them interested.
Customer Testimonial Workflows
These emails should be sent either when a contact is about to convert, or they’ve just converted to a customer.
Sending stories of other successful customers can show a reader that they’ve made the right decision. When writing these emails, use online writing resources to ensure you’re citing your sources properly, and to edit them.
The Re-Ordering Workflow
If you sell products that need replenishing, like the animal feed example from earlier, then you can remind customers by email when they’re about to run out. This encourages them to buy from you again, as it offers convenience.
The Upsell Workflow
Once a customer has bought with you, this is the time to encourage the cross and upsells that you can offer. Trigger an email that contains information on similar products they may be interested in, or sell them on the next level up. This can catch your customers at just the right time, and increase sales.
Internal Sales Rep Workflow
It’s not just customers you can trigger emails to, it’s your staff too. Try sending out emails when you hit certain events, such as a certain amount of visitors checking out a particular product. This can help them see what’s popular and what they need to focus on.
The Event Workflow
If you’re holding an event, your email contacts are a great way to generate interest. You can send several emails in this workflow, from an announcement email, to ticket sales reminders and timetables.
These 11 workflows are designed to bring visitors in to your business, and convert them into loyal customers. Start creating these workflows today and make the most of your contacts.
Gloria Kopp is a Digital Marketer and an Email Newsletter Strategist at Australian Help