How to Setup & Use Email Marketing Workflows

How to Setup & Use Email Marketing Workflows

Email marketing workflows can help you build trust, pitch your products and services, and make sales on autopilot.

Today we are going to discuss what they are, when to use them, and how to set them up.

Want to take your email marketing to the next level?

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What is an Email Marketing Workflow?

An email marketing workflow is an automated email sequence that is triggered by a specific event.

For example:

It’s probably safe to say that the most popular type of email marketing workflow is the welcome sequence that is automatically sent to every email subscriber immediately after they confirm their subscription.

Other popular types of email marketing workflows include:

  • Content workflows
  • Sales workflows
  • Launch workflows
  • Dunning workflows
  • Win-back workflows

E-commerce businesses also commonly use product recommendation workflows and abandoned cart workflows.

Should You Use Email Marketing Workflows?

One-off broadcast emails are great for when you have a time-sensitive announcement (e.g., a flash sale).

However, if they are the foundation of your email marketing strategy, then you are almost certainly:

  1. Wasting resources such as time, energy, and money
  2. Leaving a lot of money on the table

It simply doesn’t make any sense to use manual broadcast emails when you could be using automated email workflows instead.

Ideally, when it comes to email marketing, you want to automate everything that can be automated so that you could conserve your resources while maximizing the ROI of your email marketing campaigns.

Yes, email workflows take time to set up, but it’s a worthwhile investment that will pay off in the long run!

How to Setup an Email Marketing Workflow

Okay, so now that you understand why email marketing workflows are important, how do you actually set one up?

Determine the Goal of Your Email Workflow

Every email workflow needs to have a goal. What are you trying to achieve?

  • Increase engagement?
  • Sell a particular product or service?
  • Create excitement around your upcoming product launch so that you could have a big launch day?

Avoid vague goals like “improving brand awareness” because that’s not something you can measure.

Choose a concrete objective that can be measured with specific metrics such as open rates, click-through rates, sales, etc.

Design Your Email Workflow

Once you have decided on the goal, it’s time to design an email sequence that can help you achieve it.

Some factors to consider here:

  • Workflow length – You need to decide how many emails to include in this particular workflow. Email workflow length can range from a few promotional emails to a six-email welcome sequence to an open-ended sequence where you add new emails as you go – and anything in between. It all depends on what you are trying to achieve.
  • Workflow continuity – You need to consider each email not just from a standalone perspective but also from a sequence perspective. How does it pick up where the previous email left off and set the stage for the next email? Make sure that you understand the big picture.
  • Email frequency – You also need to decide at what intervals you will send the emails in this sequence. Generally, for short sequences that are clearly defined, say, a welcome sequence, we recommend a daily frequency. Meanwhile, for longer sequences, especially open-ended ones, a weekly frequency might work better.

You want to have an outline of your email workflow before you start producing the content for it.

By the way, ClickFunnels 2.0 includes templates for various email workflows, which greatly simplifies the workflow design process.

Produce the Content for Your Email Workflow

You can either produce the content yourself or outsource it to an email copywriter.

We recommend using the Hook, Story, Offer a copywriting framework for email copy. That’s what we do and it has worked extremely well for us!

  • Hook – Grab the subscriber’s attention with a compelling subject line. This is the most important copy element of your email so make sure that you give it the attention it deserves. Otherwise, even if you get everything else right, it won’t matter because the subscriber won’t open your email!
  • Story – Tell the subscriber a captivating story that resonates with them on an emotional level. Ideally, it should include a lesson that is relevant to them so that they would feel that they have learned something from reading your email.
  • Offer – Transition from the story to your sales pitch and then to the call to action.

Here’s how our co-founder Russell Brunson explains it:

Set Up Your Email Workflow

This will depend on what software you are using.

Here’s how to do it in ClickFunnels 2.0:

Email Marketing Workflow Example: The 6-Email Welcome Sequence

Here’s the welcome sequence that we recommend sending to the potential customer once they give you their email address:

  • Email #1: Who Are You? Introduce yourself to the new subscriber.
  • Email #2: Where Did You Come From? Share your origin story. How did you come to do what you do now?
  • Email #3: What Do You Do? Explain what it is that you do. How does it all work?
  • Email #4: How Did You Gain This Expertise? Explain what makes you qualified to do what you do. Mention relevant education, credentials, and accomplishments.
  • Email #5: Who Do You Do This For? Describe your dream customers + share a case study on how you helped such a person get the results that they wanted.
  • Email #6: How Can You Do It For Me? Pitch your frontend offer and provide a link to its sales page.

    Alternatively, you can use a “buffet” approach, where instead of pitching one offer, you provide a list of all your offers with quick descriptions and call-to-action links.

This welcome sequence helps you to build trust, which makes it easier to sell your frontend product at the end of it.

It’s a much more effective approach to email marketing than hitting the new subscriber with a sales pitch immediately!

How to Use Marketing Automation to Make Your Emails More Relevant

So far, we have only discussed linear email workflows where all subscribers get the exact same email sequence.

Marketing automation is an email marketing practice where you create email workflows that include behavioral triggers.

You can use it to automatically tailor your email content to each subscriber based on their behavior with “if/then” rules.

Here’s an example:

How To Use Marketing Automation To Make Your Emails More Relevant
Email workflow in ClickFunnels 2.0

The screenshot above depicts a simple email workflow but you can make them as complex as you want.

We recommend mastering marketing automation because it’s the best way to ensure that your emails are as relevant to each subscriber as possible.

For example:

Imagine that you sell three fitness-related online courses that focus on three different problems: losing weight, gaining muscle, and fixing posture.

In that case, if you only have one lead generation funnel, it makes sense to go with the previously mentioned “buffet” approach and list all three offers in the sixth email of your welcome sequence.

You can then use marketing automation to automatically tailor future email content to each subscriber based on which link they click.

Say, if someone clicks through to the weight loss course sales page, but doesn’t purchase it, you can use that as a trigger for a sequence of emails about weight loss.

Given that their behavior has indicated an interest in weight loss, it makes sense to send them weight-loss content instead of muscle-building or posture stuff, right?

Here’s a general rule of thumb that you should always keep in mind:

The more relevant the email, the higher its conversion rate.

So set up those marketing automations!

How to Combine Marketing Automation With Email Segmentation

Email segmentation is an email marketing practice where you create subscriber segments based on various criteria such as demographic information, subscriber behavior, purchase history, etc. 

It allows you to:

  1. Target specific subscriber segments
  2. Exclude specific subscriber segments

You can combine it with marketing automation and automatically segment subscribers based on their behavior.

For example:

Let’s continue with the example of selling three fitness-related online courses.

Say, if a subscriber clicks on the weight loss course link in the sixth email of your welcome sequence and buys it, it makes sense to exclude them from future sales emails that promote it.

You can do that by creating a subscriber segment for people who have purchased your weight loss product and then setting up marketing automation so that everyone who buys it would be automatically added to that segment.

This will make it easy to exclude them from both manual broadcast emails and automated email workflows designed to sell that particular online course.

Setup Email Marketing Workflows With ClickFunnels 2.0!

ClickFunnels 2.0 is an all-in-one marketing platform that has everything you need to build a profitable online business.

It includes a powerful email marketing functionality that you can use to:

  • Send one-off broadcast emails
  • Set up automated email sequences
  • Create marketing automation with behavioral triggers

We offer a free 14-day trial which means that you can check out our software without any risk!

Start Your Free Trial

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