For many marketers, lead conversion is a challenge is a problem that they constantly face. Not only can it be quite a challenge to reach out to leads individually, but it can also be quite challenging to manage.
There is no question that every lead is valuable. How then can you capitalise on these leads and convert them into customers? You can efficiently execute this by employing lead nurturing, and an email workflow strategy.
While it may be true that there are many lead nurturing strategies available, the most effective method to use is still email. An email is still the most common avenue to connect brands to customers. And it is also the perfect platform to nurture leads into investing in your product or service.
But before you create your email onboarding sequence, it is essential to have an understanding of your automation workflow.
What is an automation workflow?
It refers to the design, execution, and automation of a series of human tasks, files, or data that are automatically routed between people or systems based on pre-defined business rules.
Every process has a workflow for it to be executed into completion. The drawback is, that many workflows are loaded with time-consuming manual tasks. Add to this, manual tasks are prone to errors and are expensive.
Workflow automation eliminates these drawbacks and provides an atmosphere that is not only swift but accurate and relatively inexpensive. Workflow automation optimises these processes by replacing tedious and error-prone tasks with automation software.
And this software, executes part, if not all, of these processes consisting of low-code, drag-and-drop features and adoption-friendly user interfaces.
What is an email automation workflow?
Email marketing automation is accomplished by creating workflows, which are predetermined, triggered series of actions your automation software will perform for you. These are sent to subscribers based on their contact information, preferences, and behaviour.
The process is created to assist in automating the day-to-day to-do of onboarding customers and/or consumers. The process of manually sending communications is eliminated through the use of email automation workflows.
Based on triggered personalisation, email workflows allow marketers the opportunity to send messages to the right people. Additionally, these messages are sent to them at the right time and help guide them through a customer journey.
Email automation workflows include:
- Sending Options – This includes the type of communication being sent out such as email campaigns/series, 1 to 1 email or even SMS.
- Delivery Options – Specifies a time trigger, such as a date and/or time when communication is sent out. It also specifies when the next email, such as in a series, will be sent out.
- Consumer Journey Options – In these cases, corresponding emails are automatically sent once a certain amount of time is reached, or they hit another established trigger
- CRM Integrations – Email is automatically sent when a specific stage in the CRM is accomplished to guide the customer on what to do next.
Why do you need an email automation workflow?
Email automation workflows are automated emails that are sent out to convert prospects or leads into customers. Automating emails play a crucial role in marketing and spares you hours of writing individual emails for every prospect.
The beauty of email automation is that you won’t have to send a general or generic email to your entire subscriber list. Email automation’s strength lies in reaching the right prospects with the right message, and at the right time.
With that said, let’s explore some top benefits of email automation.
1. It is automatic.
Perhaps the best benefit of an email automation workflow is that it is automatic. This means that it won’t need any intervention once it’s set; it will simply work on its own.
After being set up, whenever a viewer triggers an event, the action sequence will begin without the need for manual intervention.
2. It helps in nurturing leads.
Business is all about building relationships between your brand and your customers. The same principle also applies to email marketing.
However, note that the last thing your subscribers want is to be flooded with messages immediately downloading anything from your site. Email automation helps ensure that you will only be sending out relevant, engaging, and specific information to your prospects to know your brand more.
3. It helps your sales team significantly.
Since email automation is designed to nurture leads, your sales team will be able to see which of your emails or what content your leads have engaged with.
4. It increases brand awareness.
Another top benefit of email automation workflow is that it can help in boosting your brand awareness. By sending your leads engaging and interesting content, the chances of your customer interacting with your brand and building a relationship are increased.
5. Personalisation.
Potential customers today prefer personalisation. It is highly advantageous for brands to know their customers on a personal level such as their names, what they do, their location, their hobbies, etc. This makes it easier for you to offer them products or services that will meet their needs.
Unlike manual campaigns, automation runs in the background while you attend to other valuable tasks. Use email automation workflows to implement successful lead nurturing systems and increase your conversion rates.
Knowing the importance of email automation for your business, we at The Growth Manager can help you reap the benefits of automated emails with our Email Marketing Strategy.
Get in touch with us today, and we will help you reach your email marketing goals.
