Email marketing on autopilot

Email marketing remains one of the most effective methods of reaching customers and generating sales. Smart workflows are revolutionising the way companies communicate with their customers by combining automation and personalisation. In this article, you will learn how smart workflows work, which types of workflows are particularly effective and how you can overcome typical challenges.

What are smart email workflows and how do they work?
 

Smart email workflows are automated sequences of emails that are based on specific actions, preferences or recipient behaviour. Unlike one-off emails, workflows ensure that every message reaches the right recipient at the right time.

Key features of smart workflows:

• Trigger-based: Triggers can be actions such as a website visit, a click on a link or a shopping basket abandonment.
• Personalisation: Each message is tailored to the individual needs and interests of the recipient.
• Automation: Once set up, workflows run without manual intervention and save time.
   

The combination of automation and personalisation makes smart workflows an indispensable tool for retaining customers and increasing sales.

How do smart workflows increase the conversion rate?

Email marketing is one of the few channels that allows companies to interact directly with customers. Smart workflows maximise the success of this channel through the following mechanisms:

Why workflows are so effective:

Workflows are particularly effective because they make it possible to design precise and targeted content. Recipients receive exactly the information that is relevant to them, which increases the likelihood that they will feel addressed and respond. In addition, the perfect timing ensures that messages are delivered exactly when they are most effective - for example, directly after a website visit.

Another advantage lies in the automated follow-up actions. These follow-ups ensure that leads are not lost, but are targeted further, which significantly increases the chances of a successful conversion. In this way, workflows combine efficiency with a personalised approach and optimal target group interaction.

Case study: An online shop for electronics implemented a workflow that automatically sends discount offers for abandoned shopping baskets. The result was an 18% increase in completed sales within one month.

Which workflows will be particularly effective in 2024?

In 2024, workflows that specifically address the needs of customers and optimise the customer journey will be among the most effective strategies. One particularly important workflow is the welcome workflow, which greets new subscribers and leaves a positive first impression. This is where companies introduce themselves and their offers, often combined with exclusive resources or a discount. For example, an e-commerce shop could send a welcome email with a 10 % discount code.

Another key workflow is the shopping basket abandonment workflow, which reminds customers to complete their purchases. A series of emails could initially highlight the shopping basket and later entice customers with an incentive such as free shipping. Such workflows are particularly successful as they have been proven to increase conversion rates, such as one fashion retailer who was able to recover 25% of abandoned purchases.

The birthday workflow is also an effective way to strengthen customer loyalty in 2024. Companies send personalised congratulatory emails, often combined with a gift or discount. One example is a café that sends regular customers a voucher for a free cup of coffee on their birthday.

Finally, the reactivation workflow is essential to win back inactive subscribers. This is where companies remind their customers of the added value of their offers, often through exclusive discounts or inspiring content. A SaaS company could, for example, appeal to former users with a free trial period.

How do you implement smart workflows?

The introduction of smart workflows requires careful planning, a clear strategy and the selection of suitable technologies to ensure smooth implementation and maximum effectiveness. The first step is to define clear goals to be achieved with the workflow, such as increasing the conversion rate or improving customer loyalty. Specific, measurable goals such as ‘15% more shopping basket cancellations’ serve as an important guide.

A decisive factor is the segmentation of the target group. By dividing their target groups into relevant segments based on behaviour, interests or demographic characteristics, companies can tailor content and campaigns precisely to the needs of the respective group. For example, buyers of high-end and entry-level products can be addressed individually.

Choosing the right technology is also essential. Powerful automation tools such as HubSpot, Mailchimp or ActiveCampaign not only offer the possibility to automate workflows, but also extensive analysis options to continuously monitor effectiveness.

Another important step is the development of targeted content for each phase of the workflow. By using A/B testing, organisations can compare different content and identify the best results. Finally, it is crucial to test workflows regularly, analyse their results and adjust them where necessary to achieve sustainable improvements.

Conclusion
 

Smart workflows are a must for any successful email marketing programme. They combine automation and personalisation to target customers with the right content at the right time. Companies that use these workflows strategically can not only save time and resources, but also significantly increase their conversion rates and sales. Through continuous optimisation and a data-driven approach, companies can unlock the full potential of email marketing on autopilot.