What Are Email Workflows?

When it comes to creating new customers out of your leads, sometimes you just have to go with the flow. In particular, you should consider adding an email workflow to your marketing strategy to nurture your current leads to the point where they are ready to become a customer.

Why Start Email Workflows?

You likely already have an email marketing strategy underway, but it’s possible you are gaining leads that get stuck at certain points in the sales funnel without making it to the point of becoming a customer. Perhaps you get leads who have expressed interest in your product or services but don’t seem to be making further moves toward becoming an actual customer.

Introducing email workflows to your current email marketing strategy can solve this problem.

What Are Email Workflows?

An email workflow is an automated email strategy aimed at guiding leads through the sales funnel to the point of converting into a customer. While your previous emails may be good at building an initial interest in your business, further emails can address any barriers to becoming a customer the lead may have.

These automated emails are sent out based on the lead’s behavior, such as the web pages they view or the way you gained their contact information. You can also bunch these emails based on anything you may know about the lead to make sure your emails will be relevant to them and address the types of reservations they’re likely to have when it comes to buying.

Email workflows are highly effective and efficient since you can guide leads to the point of becoming a paying customer while also getting rid of the headache of having to manually send out emails.

How to Set Up Email Workflows

Implementing your email workflow strategy into your current email strategy won’t happen without a clear plan. Start by identifying weak points in your emails, such as any concerns or questions leads are likely to have (or have already brought up) after viewing your emails. It doesn’t mean these emails are bad. After all, if you’re building interest in your business using your emails, they’re working. It just means further emails tailored to what your leads need to become customers will earn you more conversions.

Create lists in your CRM based on different types of lead generations and web page activity. Based on how you gained their contact, you can determine which kind of messaging will be the most effective in building more interest in your business when you send follow-up emails. For example, if someone downloaded a brochure about the details of a tent your outdoor brand makes, you know that sending emails about those types of tents will be relevant to that lead.

Using your CRM, you can then create goals for your leads. So if your goal is to get your leads to book an appointment at your hair salon, they should stop getting emails once this action is taken.

By making use of a quality CRM and coming up with attainable goals for your email workflows, you can create automated email campaigns based on different triggers that make the most sense for your business. As you give email workflows a try and refine your strategy over time, you’ll enjoy more conversions with less effort.