How to master the 5 email workflows key to effective lead generation

In an ideal world, your email marketing would draw hundreds of visitors to your website every week, who would then interact until they were sales-ready. HA. We all know it doesn’t happen like that. The email campaign you pour your blood, sweat, and tears into can go wrong or produce less than ideal results. And it happens more often than you would like to admit. So what if we told you, you can have automated email workflows that don’t take all day to set up AND can improve lead generation?

1 – The welcome series

First impressions count, especially in an email campaign. The first time a website visitor receives an email from you can determine whether they continue to interact with you or ignore your website altogether. That’s why it’s crucial your welcome series emails are short, crisp, engaging and friendly. You’ll need to show your brand values and what you can offer them that no other business can. The more personality you put into this email workflow, the more sales opportunities you will get.

2 – The exit intent/customer win back workflow

Otherwise known as shopping cart abandonment, you have a huge audience you can target here. They liked you enough to come to your website, you now just need to convince them to come back. Tricky over email, we know. But with conversion rates from this audience at 10-20% it could be vital.

This audience already know who you are so they don’t need the same message as the welcome series. Instead, you must remind them why they liked your business, and how you have changed for the better to overcome their original objection.

3 – The email opt-in automated campaign

The email opt-in audience is the easiest to target, as they made contact with you. However, don’t mistake this for a reason to sell to them straight away. Instead, be straight up with them. Give them the information they asked for initially. Then progressively give them more content that relates to their situation until they feel like you are a business they can turn to and trust. You’ll find that will develop the sales-ready lead you hoped for.

4 – Your quarterly campaign

This campaign is your standard lead generation campaign and the most common among email marketers. Instead of manually setting this up, you can automate this process and split your campaign down into groups and levels too. This campaign is all about content. Promote different content to different audiences and you will soon see your engagement levels rise.

It takes a lot of planning to get 12 weeks worth of emails and content in place. But it’s worth it once you see each contact running smoothly through an email, content and buyer journey. With the bulk of your lead generation and nurturing taken care of in this workflow, you can concentrate on creating more specific campaigns that improve your conversion rates.

5 – Your customer workflows

Customers are just as important as new prospects, so don’t forget about communicating with them! With customer workflows, you can ensure that they receive constant contact and support with your business. The more supported and important you make them feel, the more likely they are to become repeat buyers.

Make these workflows about providing information and offering check-in points with their account manager, rather than just upsell or cross-sell opportunities. You’ll soon find that it not only adds to the value of your customer relationships but increases your retention rate too.

For templates, trigger options and real life examples of these workflows download the ‘5 Marketing Automation Workflows You Should Be Using’.

If you’re looking for a more rounded guide that covers all other elements of B2B marketing, why not check out this guide we wrote?


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