No modern marketing campaign is complete without an email approach. You can try and reach new clients and stay in touch with existing ones in person, but that limits your reach. And you can try and stay in contact over social media, but then you’re competing with their friends, favourite band, and grumpy cat for attention. An email relationship is one of the few ways you can really keep their attention, let them get to know you, and keep them coming back to your site.
Of course, we can’t always stay in touch with clients on a personal level. We have a business to run, and eventually we will have way too many clients to talk to them all personally about everything. The solution is an email workflow. This allows us to tell our clients about everything that may interest them, remind them of our services, and ask for input, whilst reserving our personal attention for orders, complaints, and new relationships.
But how do we get started setting up an email marketing workflow?
1. Welcome Workflow
Your welcome workflow is what ropes people in and turns curious subscribers into customers. But nothing will make a client unsubscribe faster than emails riddled with mistakes. It just looks amateurish at best, and impossible to read at worst. And it has a simple solution.
2. Diverse Workflows
Of course, maybe you have lots of different types of client. In that case, create a different workflow outline for subscribers, previous shoppers, business accounts, etc. This makes the experience more relevant to the user, reducing cancelled subscriptions.
State of writing is a great resource full of guides for copywriting your emails. This way you can design several different work flows that are cohesive and useful. The best idea is to actively ask your email subscribers what topics they want to subscribe to, and how often they want an email. Then, compose your emails based on that. This way they will get everything they want.
3. New Customer Workflow
If you are trying to keep an email subscriber updated, you probably want to email them 1-3 times a week and no more. If you are offering an information package, you could send one a day. Make sure your workflow suits the people receiving it.
Some people may read only for a topic, and will need topic-related workflows. Some people may subscribe out of curiosity, whereas others will be established buyers. All these people need different workflows.
4. Social Butterfly Workflow
If you have a reader or customer that shares every single thing you post, comments every time, and talks about their purchases, they are golden. Make sure to tailor their workflow to encourage them to read as much of your site or blog as possible, and offer them plenty of social media buttons and links in their emails.
5. Great Content Workflow
If your subscribers love your blog, or books, then you may want to reward them with little excerpts in their persona workflow. Just make sure it is formatted properly for email!
6. Informative Workflow
People love some good trivia. But if you tell your clients that “9/10 people preferred our bridal flowers”, then the first thing they will ask is “Which people, how many people were asked, what were the alternatives, and where is this survey?” Claims you can’t or don’t back up make clients suspicious. Make sure to reference any surveys, studies, or other sources to back up all your claims. Some great tools for finding and properly inserting references are Boomessays and Academized.
7. Snappy Workflow
Another way of losing subscribers is writing too much. Remove any excess words, and try and communicate your point in a few simple paragraphs. But some people want a literal run-down. Offer them the option of signing up for “quick updates” once or twice a week. They can be valuable customers, but they respect their time and want you to respect it too! To keep your word count in general brief, consider a tool such as Uktopwriters.
8. Personal Interest Workflows
Yes, it’s an email designed to reach hundreds or thousands of people each week. But you still want clients to feel that you care. Your workflows can’t be too similar to one another, much less too similar to someone else’s campaign!
Work out what your demographics are. Conduct a survey, or store customer sign-up details (with consent!) for statistical analysis. If you see that you have a lot of hairdressers, for example, they may be a big enough demographic to need their own workflow.
9. Purchase Reminder Workflow
Forget about clicks. Focus on meaningful statistics, such as sales, repeat customers, and email responses, to work out how well you’re doing. You can also use workflows to improve your statistics, by sending purchase reminders, for example. These are proven to bring customers back to an abandoned cart.
10. Customer Retention Workflow
The above also works for specific types of customers! Some customers are leaving reviews and showing they love your content and product/service. Others… not so much. Try and tailor your workflows so that different types of customers get different email subjects and contents, to try and hold onto as many customers as possible.
Finally, a great benefit of an email workflow is you can see for yourself how well clients react. If one workflow is doing great, then it’s perfect for that type of client. If another isn’t doing so well, then it may need adjusting. Keep tweaking until you get the results you need.
All in all, a good email marketing workflow can really help persuade would-be customers, and bring clients back for repeat custom. But you need to make sure it is polished if you want those results.