Lead conversion is a problem many marketers face because, while it’s challenging to reach out to every lead individually, it’s also immensely cumbersome. How can you capitalize on these valuable leads and turn them into customers? Lead nurturing—and an email workflow strategy—is your answer.
While there are many lead nurturing strategies available, the most effective method is email. As the most common way to connect brands to customers, email is the perfect platform to nurture your leads toward investing in your service or product.
Let’s dive into automated email workflows and learn how they can help your brand convert more customers.
What is an email workflow?
An email workflow is a series of automated emails that are sent based on the subscriber’s contact information, behavior, or preferences. These emails work together to accomplish a goal, like on-boarding a service or purchasing a product.
Based on triggered personalization, email workflows allow marketers the opportunity to send messages to the right people at the right time and help guide them through a customer journey.
Fifty percent of subscribers are more likely to open an email that’s personalized to them.
Here are some examples of automated email workflows you should start sending:
- Leads who joined your email list
- Leads who viewed a specific website page
- Leads who are employed by a company in a certain industry
- Leads who are located in a particular zip code
- Leads with a birthday or anniversary coming up
By automating your emails, you only send relevant and targeted messages towards the individual subscriber. Within each workflow includes various nurturing emails that push the subscriber closer to converting.
Source: Really Good Emails
Why should you set up an email workflow?
Setting up email workflows should be a no-brainer if you’re looking to implement an effective strategy to convert more leads into customers. If you’re experiencing any of these signs, it might be time to set up an automated workflow with your email provider:
- You’re sending the same email to your entire distribution list
- You’re ignoring leads who aren’t ready to purchase
- Your lead conversion rate’s underperforming
- You’re sending all your emails manually
While there are many reasons to start an email workflow, it’s still important to keep your subscribers’ needs in mind.
Take automation breaks.
You don’t want to overwhelm your subscribers with too many messages in a short amount of time. Implement delays in your email workflows that allow the subscriber the chance to open and engage with your content before receiving another one.
How to measure an email workflow
With any sort of email campaign, monitoring your metrics is critical to determine the success of the entire workflow series. But, with workflows, these metrics get a bit more specific.
Metrics need to be looked at as leads go through the email workflow. For example, if you send out a thread of five emails that welcome a subscriber to your product, where do they drop off? Is there a specific number in the sequence you always see subscribers begin to disengage? Or maybe there’s a single subject line that tends to get poorer results.
Analyze each email in the series to see where your subscribers are disengaging, then improve those specific messages to keep the email workflow performing at its best.
Does it really matter?
If you’re interested in building a loyal relationship with your subscribers who aren’t ready to invest in your brand just yet, implementing an email workflow will help nurture your leads into sales.
Creating email workflows not only helps convert more subscribers, but also takes the headache away from attempting to create new emails for every point in the customer journey. This automatic flow keeps your subscribers and customers continually and consistently engaged, reminding them of your brand.
What now?
Now that you understand the importance of an email workflow, it’s time to start making your email marketing strategy more efficient with automation. Take a deeper look into marketing automation and how it can benefit your brand to convert more leads into customers.