Email workflows are collections of automatic emails that are sent out in response to certain subscriber conditions or activities. They can support you in retaining clients, boosting conversions, and nurturing prospects. However, how can you design email routines that function well for your company? Here are some pointers to remember:
1. Define your objectives
You must clearly define your goals for your email workflows before you can begin developing them. Would you like to greet new subscribers, tell them about your offerings, persuade them to buy from you, or get in touch with them after a sale? You will require several kinds of email processes, such as welcome, lead nurturing, cart abandonment, or re-engagement, depending on your goals.
2. Separate your audience
Not every one of your subscribers has the same interests, is in the same place in the buyer’s journey, or reacts to the same communications. Because of this, you must divide up your audience into groups according to pertinent factors like engagement, behavior, interests, and demographics. By doing this, you’ll be able to send each segment a unique and pertinent email, increasing the likelihood that the proper message will be delivered at the appropriate moment.
3. Create a workflow map
Once your segments and goals are established, you must create a workflow flowchart, or email sequence flowchart. You must choose the number of emails you will send, the subject and style of the emails, the delays and triggers you will employ, and the activities you will track. Using a tool like Lucidchart, which enables you to build visual diagrams of your email logic, is an excellent approach to mapping out your workflow.
4. Build your email
The next stage is to draft your emails, which ought to be interesting, educational, and convincing. You must develop copy that is compelling, has enticing subject lines, and makes obvious calls to action. It’s imperative that you create emails that are both visually appealing and responsive, utilizing brand-consistent graphics, colors, and fonts. For email creation and management, you can utilize programs like HubSpot, ActiveCampaign, or Mailchimp.
5. Examine and refine your process
Testing and optimizing your workflow, which entails assessing performance, identifying problems, and making adjustments, is the final phase. Before implementing your workflow, make sure everything functions as it should and that your emails display properly across a range of platforms and devices. Following launch, you must continue to track data like the open rate, click-through rate, conversion rate, and unsubscribe rate by monitoring your process. To test and improve your workflow, use programs like OptinMonster, Google Analytics, and Litmus.
