In business, it often takes time to convert a lead. They may have clicked on your website, read your business blog or hit up your social media pages – you know they’re keen, but for whatever reason, they’re just not ready to commit. Yet. What do you do with these types of leads in your marketing process? Do you have a strategy? Or do they get left to their own devices?
Most business owners simply don’t have time to reach out to leads individually. If leads like these aren’t nurtured, they often disappear. Email workflows are a time and cost-effective solution to this problem.
What is an Email Workflow?
Email automation is a powerful tool for generating sales, enhancing customer engagement and solidifying customer loyalty. An Email Workflow is a series of automated emails designed to nurture leads based on the information you already have, ensuring your emails are targeted, timely and pertinent. Email workflows help to make all of your e-marketing more relevant and effective.
You can customise email automation so that once people have clicked, opened, subscribed or bought something on your website, an email is triggered and will be sent to them automatically.
Can I tailor an Email Workflow to work for me?
Email Workflows can be used to target:
- Leads with a particular website history
- Leads from a certain location, industry or company size
- Leads who have clicked on a certain page on your website
- Past customers to cultivate further engagement with your brand
What are the benefits?
Email Workflows automatically deliver relevant, specifically directed emails, providing more effective marketing while saving you time. Lead nurturing through an Email Workflow will ideally convert leads into new customers and increase existing customer loyalty.
How should I use an Email Workflow?
Although there are endless possibilities when integrating an email workflow into your business’ e-marketing plan, there are five basic areas you should not overlook:
1. The Follow-Up
It may be obvious, but failing to follow up an initial enquiry is throwing away your best chance to secure and retain your customer.
2. The Purchase Confirmation
Every communication is an opportunity. An e-receipt communication doesn’t have to be boring! Remember, this is where your customer’s loyalty journey begins. Make sure to thank your customer, or better yet, why not go one further and congratulate them on their purchase and motivate them to share their purchase via social media?
3. The Review Reminder
Reminding your customers to leave a positive review will tell your customers their opinion is important. Be sure to communicate those happy customers are your goal and that you appreciate their time in leaving a review.
4. The Abandoned Cart
We’ve all left items in an online cart before completing our purchase. Distractions, second thoughts or an incoming call can all cause cart abandonment. A friendly push can be all it takes for a customer to complete their purchase. A study by eConsultancy found 48% of cart abandonment emails were opened, with 11% of customers following through and completing their purchase. An email workflow for cart abandonment is certainly worthwhile when it converts that 11%!
5. The Loyal Customer
Your customers deserve your attention. It is important to understand that when loyal customers hear from you it can be an emotional trigger. When you personalise your messages, such as setting up a birthday email, your customers appreciate it. An unexpected voucher, loyalty offer, special discount or surprise reward are the extras that are valued and memorable. Automated email marketing workflows can be utilised in this way to increase brand loyalty and repeat purchases.
When should I start using workflows in my business?
Converting a lead is always good, but how do you know if email workflows will work for your business? Your lead nurturing probably needs a little help if:
- You generate leads, but if they do not buy immediately, they fall through the cracks.
- You aren’t using the lead information you’ve collected effectively.
- You’re mass emailing your entire list with a specific message relevant to only a few.
- You’re sending emails and following up on emails manually.
- Your sales team complain about the quality of their leads.
If any of the above points resonated with you, it is time to consider adding email workflows into your marketing plan seriously. PixelFish are experts in delivering well-crafted, tailored e-marketing and can integrate email workflows into your e-marketing strategy. Why not click here to get in touch and have a chat about the possibilities for your business?
Further Reading on E-Marketing
What Should Know About Digital Marketing Automation
How to Nurture Your Leads and Boost Engagement
5 Ways E-marketing Can Drive Ecommerce Website Sales
Email Marketing Tips: 5 ways to Craft the Perfect Message
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