Marketing automation can take digital contact with customers to a new level, using a workflow that delivers the right content at the right time. A marketing automation workflow consists of triggers, delays, conditions, and actions that help maximize conversions and sales. There are many workflows that can be used, including the welcome workflow, anonymous-user workflow, feedback workflow, cart abandonment workflow, re-engagement workflow, topic workflow, and lead nurturing workflow.
The welcome workflow is a great way to make a strong first impression on customers, as welcome emails are opened four times more often and generate five times more clicks than regular emails. The anonymous-user workflow helps keep casual browsers engaged by delivering focused, high-value content in the form of overlays. The feedback workflow helps you get valuable information on how customers perceive your customer support team, a new product, or a website redesign. The cart abandonment workflow sends an email to remind shoppers of the items in their cart, complete with reviews or additional special offers.
The re-engagement workflow sends emails or texts to remind contacts of a product, service, or company, emphasizing what that they had found appealing about it to begin with. The topic workflow allows you to segment your content based on topics to achieve nuanced communication. Finally, the lead nurturing workflow provides information that shows customers how well your product works and convinces them to buy it. Once you know which workflows you need, you can start looking at the software to use.
Seven Crucial Marketing Automation Workflows You Need for Building Campaigns
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