Workflows are an excellent means by which a segment of your marketing can be automated and ensure your brand remains top of mind for customers via email automation, customer relationship progression, and purchase incentivization. Effective workflows can be made via welcome series, abandoned cart emails, re-engagement emails, and repeat purchase suggestions. However, the ability to create successful workflows depends on one all-encompassing factor across all marketing email campaigns and that factor is the outcome of not wanting your emails to go to spam. Enter Warmy.io, the answer to improved email deliverability so your workflows will work. This article highlights five email workflow templates every marketer needs including an email warm-up tool to show they exist.
Welcome Series Workflow
The welcome series workflow is typically the first email interaction your subscribers have with your company. Thus, the welcome series is a pivotal part of your email marketing campaign. It creates the first impression of your brand in a trusted situation where everyone is on the same page to begin with. Typically, the welcome series is the first email welcoming them to the party, thanking them for subscribing and letting them know what they'll be hearing going forward. Then, your subsequent emails can be your about page, your story, your most popular products, or a time-sensitive opportunity to engage. For example, your second email can be about your most popular products, and your third email can be a 10% off first purchase. A welcome series that works not only establishes a solid first impression but also converts new would-be shoppers into loyal patrons.
Cart Abandonment Recovery Workflow
One of the things that traditional shopping does albeit rarely that e-commerce does not is a lost sale. However, a cart abandonment workflow implements a proactive approach to this automatically. A cart abandonment workflow reminds customers to purchase much sooner when someone places something in their online shopping cart and walks away without paying. For example, the first email in this automation can serve as a gentle reminder that there are still items pending in their decision-making process, while the second email can incentivize them to purchase that item with a discount or free shipping. Finally, the third and final email can encourage them to purchase sooner rather than later with low inventory or an expiring coupon. There's no better way to show a customer that you care about their experience than constructing a cart abandonment recovery workflow and no better way to boost marketing-generated sales.
Post-Purchase Follow-Up Workflow
Customer engagement shouldn't end after a sale, and it certainly doesn't hurt to keep making customers feel appreciated on the off chance they might turn into repeat customers. New sales are an excellent opportunity for a follow-up workflow to thank them for their purchase, gauge their experience, and upsell new products and services. For instance, the follow-up workflow would go as follows: the first email is a thank-you email acknowledging the purchase and subsequent steps (i.e., when they will receive their order) and the second email is a review or testimonial request that can be used to foster trust with other potential customers. Finally, the last email can be a discount for an ancillary purchase to what they purchased or a discount for their future purchase. Not because your relationship is over after a sale. A post-purchase workflow allows you to continue communication and maintain brand awareness in the now loyal customer's mind forever.
Birthday or Anniversary Workflow
Birthday or anniversary workflow. These are automated email marketing campaigns that hugely personalize your email marketing. If a subscriber's birthday comes up, or it's the anniversary of when they purchased their first item with you, sending a pertinent email lets them know you appreciate their support of your brand. Typically, a birthday email workflow consists of the initial email acknowledging the occasion with an attached offer (a percentage off or a free gift). The second and third can be reminders that the birthday offer expires or suggestions of similar gifts that you think they'd like. This allows you to foster an intimate connection with your audience.
Event Promotion Workflow
Wherever an event occurs, one can be sure that there was an event promotion process to rally and reinvigorate. Thus, the initial step in the process of promoting an event is an announcement email containing the event and its when, where, and how long. Down the line, you can reveal panelists who will be there and additional early registered bonuses. Use a reminder to register as the event gets closer to keep the registration momentum going. Even thank your live audience and send a follow-up email after the event that includes recordings or a summary. This whole automation increases registrants and activity long after the live event.
Customer Retention Workflow
A customer retention workflow seeks to maintain engagement with your current audience for an even longer time. Thus, these workflows are created to re-engage those who have already purchased and keep them engaged through personalization. Let them know you love them as purchasers by exposing them to things they may like. Send email follow-ups with additional discounts, provide early access to new drops, and invite them through email to participate in exclusive VIP programs. The goal is to let the customer appreciate it and make sure they know everything they can continue to get from your brand.
Why an Email Warm-Up Tool Is Crucial
It doesn't matter how effortless your email workflow is if your emails don't get delivered to the inbox. That's why an email warm-up tool is part of the puzzle. Without establishing a proper sender reputation, your email software defaults to sending your emails to the spam folder, and your time, efforts, and workflows are all for nothing. Warmy.io automates the entire warm-up process so your emails go exactly where they need to go.
By slowly increasing volume and fake engagement, opening the email, starring the email, responding to the email, and so forth Warmy.io conditions the email provider to like you over time to improve your sender score. In the end, this means your emails go exactly where they need to go in your customers' inboxes. As a marketer, you understand this using software to improve email deliverability is key. With Warmy.io in your corner, not only is your email deliverability rate improved, but also your workflow efficiency is promised so you can attend to the other parts of your job creating great content.
Tools to Improve Email Deliverability
Without deliverability, your email automation accomplishments are predicated on whether everything you've worked for goes to the inbox or the spam folder. Those stunningly assembled email blasts from professional design to professional CTAs and accompanying images mean nothing if they aren't shown to the intended audience. Email deliverability isn't just a process; it's the crucial component by which all other email marketing should take place. Warmy.io is one of the top email deliverability software programs. It alleviates many concerns that vex marketers the most about sender reputation, spamming, and being blacklisted. For example, problems with sender reputation come from domain misconfiguration or a desire to send emails to cold, unverified lists; on the other hand, lists that remain unwarranted/unopened send emails to spam more frequently, resulting in no response.
Ultimately, they're reported and blacklisted. Warmy.io avoids this from happening with a warmup process where, eventually, all email service providers are in your good books slowly but surely. Ultimately, you'll monitor and improve your email deliverability over time in your processes with Warmy.io. You'll have your sender score, engagement, and spam metrics so you know exactly what's needed to improve and create the best, most productive emails for your target audience. Have a Welcome Series? You'll have the metrics to see if you've effectively onboarded new followers. Have re-engagement campaigns? You'll no longer have to worry about them falling on deaf ears. This is why Warmy.io and other such platforms are necessary not only for a temporary increase in deliverability.
Building a positive sender reputation will only help further down the line with email marketing as open rates, CTR, and conversions will all improve. Ultimately, you build a better relationship with your eventual audience over time because the more they hear from you, the more they realize you're not trying to defraud them. Accessing these tools at your disposal is not just a perk. It's necessary. It's necessary to maintain a campaign's success and deliverability and the opportunity to forge long-term relationships with subscribers. The longer you are in the inbox, the longer you can engage, acquire, and retain for extended periods.
Conclusion
Of everything a marketer can implement to more appropriately hone in on a strategy and build great customer relationships, nothing compares to the power of well-generated email workflows. Welcome series, cart abandonment, post-purchase, and win-back emails are all required email workflows that simplify the process through smart messaging at the opportune time. Yet none of this works if none of them are ever received.
One application necessary to improve email deliverability is Warmy.io. Warmy.io allows you to automatically plan for domain warm ups over a series of days or weeks to increase the chances of email open rates and deliverability and trust from ESPs so that your workflows will be successful when they're set to go. So using these strong workflows on top of your email deliverability software will not only compound your marketing effectiveness but also make it easier to create streamlined, effective campaigns for expansion and engagement.
