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Imagine receiving a single promotional email and immediately submitting your order. While this can happen, it is much more common for customers to need nurturing, multiple touchpoints, and reminders before they are ready to commit to a purchase. 

Email workflows are able to do just that. By creating a seamless and personalized journey that caters to individuals’ needs and preferences, you are able to see the true impact of using email workflows to complement email campaigns.

Amplify your Email Marketing Strategy with Email Workflows

Email workflows shine brighter when incorporated alongside broader email marketing campaigns. They nurture leads, foster engagement, and, ultimately, guide subscribers toward a desired action. Unlike standalone email campaigns, workflows are dynamic which allows them to adapt based on user interactions, leading to better engagement rates and a higher likelihood of conversions.

Does that sound like something you or your organization needs to implement? Well, it is time to take your email marketing strategy to the next level and focus on implementing email workflows. 

Marketing automation like email workflows complement ongoing email marketing campaigns, but you need to be strategic when identifying which types of automation to set up. There are key distinctions between which types of email workflows B2B companies should invest time creating versus email workflow types that DTC companies should focus on setting up to ensure overall email marketing success.

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Email Workflows For B2B Companies

  1. Lead Nurturing Workflow

    We know that B2B sales cycles are generally longer and involve multiple decision-makers. By having a lead nurturing workflow, you can automate educational content to be delivered over time in order to keep leads engaged. Example content to be included in this style workflow consists of sending whitepapers, case studies, and webinars that focus on building trust while positioning your company as an industry leader.

  2. Free Trial or Onboarding Workflow

    A great way of getting potential clients through the door is by offering free trials. If that is a strategy your business is prioritizing, you need to make sure you have an onboarding workflow that guides users through the setup and trial period effectively. This workflow should feature content that highlights key features and benefits in order to nurture trial users to increase the likelihood of conversion after the trial period is over.

  3. Abandoned Cart or Cart Recovery Workflow

    While many professionals believe this is a workflow only DTC companies can use, we like to think otherwise. If a potential client adds items to their cart but doesn’t complete their purchase, you can and should be following up with a series of emails to continue highlighting the value of the products and offer assistance to the user.

  4. Re-Engagement Workflow

    Specifically in B2B, maintaining communications and engagement with leads is crucial. If a contact becomes less active or unresponsive, a re-engagement workflow can be triggered. The content within this workflow should showcase valuable insights, updates, and exclusive offers to bring them back into the conversation.

  5. Upsell or Cross-Sell Workflow

    We see a lot of times that B2B companies only revisit communications with clients after a specified period of time, usually right before a contract renewal. Instead, you should look into setting up a workflow that suggests complementary products or services to what the client converted on. Through this approach, you are enhancing the customer experience, educating users on additional opportunities, and driving revenue for your company.

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Email Workflows For DTC Companies

    1. Welcome Series Workflow

      DTC companies can utilize a welcome series to immediately begin to establish a connection with their new subscribers. The series of emails should introduce your brand, feature best-selling products, and showcase company values. 

    2. Abandoned Cart Workflow

      As mentioned earlier, this style of workflow is a staple for DTC companies. It can significantly increase conversion rates by reminding customers of what items they left in their cart. Additionally, you should see a boost in revenue from this workflow when you offer an incentive like a limited-time discount.

    3. Post-Purchase Workflow

      Right after a customer makes a purchase, DTC companies have a unique opportunity to engage with customers through a post-purchase workflow. We recommend setting up your emails in this series with helpful content like usage guides, care instructions, or exclusive content related to the items purchased. By adding this workflow, you are able to enhance customer satisfaction and set the stage for repeat business. 

    4. Product Replenishment Workflow

      Specifically for companies selling consumable or regularly used products, a replenishment workflow can be a game-changer. By sending reminders around the time a customer should be reordering, you can show customers that you know exactly what they need.

    5. Loyalty Program Workflow

      DTC companies are able to nurture brand loyalty by automating emails that keep customers updated on their loyalty points, offer rewards, and establish exclusivity by being a part of a loyalty program. The relationship you have with your customers is of utmost importance, and through this workflow, you can ensure that they feel appreciated and be ultimately rewarded for that loyal relationship that’s been built.

Crafting Future Success with Email Workflows

The power of email workflows in complementing ongoing email marketing campaigns is increasingly evident. B2B companies find success through nurturing leads, facilitating the complex decision-making process, and giving companies the ability to maintain long-term relationships with their clients. Meanwhile, DTC companies are able to harness the potential of workflows to welcome, engage, and retain their customers in the ever-present, fast-paced consumer ecosystem.