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Email Automation Workflows: Understanding the How and the Why

As your email list increases, it becomes more difficult to provide relevant messages to each user.

Not only that, but you must deliver emails on schedule so that subscribers do not lose interest in your company.

It’s simple to send messages manually if your email list is still in its early stages. However, after you’ve grown your list, you can expect your emails to take much longer time.

That is where email automation processes come in.

What exactly are email automation processes, and how do they function?

If you have a massive subscriber list, you are already aware of email automation.

Some of you may not have arrived yet. So, what exactly is automation?

Email automation workflows are a sequence of emails that are sent when triggered depending on a subscriber’s data, such as their activity or position in the customer lifecycle.

email automation workflow examples

Email automation processes are successful for a variety of reasons, including: It not only helps to streamline your day-to-day activities, but it also assures that you are distributing relevant material.

Your task is finished after you’ve set up, specified, and activated your processes. When your subscribers start the campaign, your program will handle everything.

Best practices for email automation process

If you’ve ever tried your hand at email automation processes, you know it’s not easy. You won’t be able to launch a welcome campaign and then abandon it. Several best practices must be implemented.

Each best practice is meant to assist you in designing your workflows based on the requirements of your subscribers, not your own.

Maintain good email list hygiene

The importance of email list upkeep cannot be overstated. It is critical to avoid sending material to inactive members. Remember that just because someone submitted their email address into your form doesn’t guarantee it’s active.

Check that your list is up to date, free of inactive subscribers, and free of persons who do not wish to receive communications from you.

Most people have little trouble unsubscribing from a mailing list. Others will just cease to exist. Rather of waiting for them to designate your mails as spam, write them an email requesting to be deleted.

AutoTrader email example asking users if they would like to unsubscribe

Make your campaigns available

Millions of individuals throughout the globe have a disability that makes it difficult for them to read or absorb your material. Make sure that everyone has access to your emails.

What allows an email to be accessed?

Campaign Monitor accessibility requirements

Concentrate on developing connections

Each process should prioritize the development of connections with your subscribers.

Email communication allows you to communicate with your subscribers one-on-one, which is not feasible with many other marketing methods.

Here are some ideas for concentrating on developing personalized connections with each reader:

  • Personalization should be included.
  • Campaigns should be segmented for relevance.
  • Create campaigns that are highly targeted.
workflow example of building relationships

Email automation procedures that you should utilize

An automatic welcome email is fantastic for greeting new subscribers, but it’s just the tip of the iceberg when it comes to email automation workflows. There are hundreds of various trigger emails available to assist you streamline your marketing efforts and guarantee your business stands out in busy inboxes.

Emails with data

While many of your email automation processes will be based on the actions and behaviors of your subscribers, data-based email automations are just as crucial to have in your toolkit. Data-driven emails often make use of information such as a subscriber’s birthdate or join date (to celebrate a particular milestone).

These automatic emails are fantastic because they demonstrate to your readers that you are paying close attention to them. They’re also a wonderful approach to strengthen your connection with each consumer.

Grammarly email example of appreciating customers

Emails of reactivation

As a marketer, you already know how important reactivation or re-engagement emails are for keeping your subscribers. When a subscriber becomes inactive, attempting to re-engage them is always more cost-effective than attempting to replace them.

By specifying a time-based trigger, reactivation emails may be set up as part of an email automation pipeline.

For example, if a subscriber does not interact with your emails for six months, send a reactivation message, as seen in the Prezi example below. Their email is just intended to pique the reader’s interest and entice them to connect once again.

Prezi email example for reactivation

Emails from abandoned shopping carts

Abandoned cart emails are another excellent example of an email automation pipeline that you should implement, particularly if your major emphasis is e-commerce. In 2019, abandoned cart emails had a higher than 43% open rate and a higher than 8% conversion rate.

Remember that these emails should be intended to serve as useful reminders. They should avoid being forceful, since this is a definite way to be designated as spam.

BlueDot abandoned cart email example

Wrap up

Email automation processes assist you in staying organized and sending the appropriate email to your readers. Most importantly, they assist in keeping your brand current and your subscribers interested.

Here are a few examples of email automation processes that you should use:

  • Emails with data
  • Emails of reactivation
  • Emails from abandoned shopping carts