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5 Email Workflow Automation Examples

Blog: ProcessMaker Blog

Email workflow automation is a powerful strategy adopted by nearly 70% of marketers; having ascended the throne as a crown favorite of marketing gurus across all industries. Automated emails pack the power to “level up” your email strategy—they garner a staggering 152% higher click-through rate than your traditional eblast-style campaigns. 

Email Workflow Automation

Instead of sending the same one-off newsletter to every contact on your list, using automated workflows, you can set up “tripwires” that automatically trigger tailored content based on a predetermined set of behavioral criteria. For example, a prospect signs up for a white paper, or an account is quickly approaching its expiration date. Once a customer triggers the tripwire, the system automatically launches a series of prepared emails. 

The strategy doesn’t just generate an uptick in marketing metrics, but email automation significantly sways purchasing decisions. Infusing your email strategy with relevant, timely topics based on customer behavior generates 18X more revenue than one-size-fits-all broadcast emails. 

Top ways marketers are using automated email workflows

5 examples of automated email workflows that delight customers and drive revenue

By now, your brainstorming list is overflowing with great ideas for your next automated email campaign. Let’s dive into the creative details that make email workflows a success. 

New subscriber welcome series workflow

A new contact subscribes to your email list or requests a white paper. Now what? Don’t leave them waiting to hear from you until your next scheduled email comes around—start engaging them immediately. 

A welcome email is a powerful way to introduce new subscribers to your brand or organization. It’s no surprise that welcome emails receive nine times more clicks than standard emails—they’re sent when your subscribers interest in your organization is at its highest! 

Content ideas for an automated welcome series workflow:

Behavioral tripwires: New email subscriber, content download

Free trial workflow

Some of the best-in-class software platforms see a 40% of free trial users convert into full-fledged customers. Free trials aren’t a set-it-and-forget-it strategy; you need to continually nurture free trial users to woo their business. 

Content ideas for a free trial automated workflow:

Behavioral tripwires: Form submission, free trial download

Webinar registration 

Webinars are a hugely popular way to captivate interested viewers and convert them into paying customers or clients. Even before the digital sea change initiated by the coronavirus pandemic, business leaders rated webinars as one of the top five conversion strategies in the conversion holster. Pairing a powerful webinar with a well-thought out email workflow is the one-two punch few prospects can resist. 

Content ideas for an email workflow targeted at webinar registrants:

Behavioral tripwires: Form submission (registered for webinar)

Challenge or Email Course

If you spend anytime on LinkedIn or Facebook, you’ve probably noticed the burgeoning trend of challenges. They typically take the form of short-burst exercises to train you on a new business strategy or tactic. Marketers use challenges to deliver industry-relevant knowledge and cultivate closer, more authentic relationships with customers. Using automated email workflows, they deliver daily emails packed with prompts, video training content, and even homework assignments.

Content ideas for building an email workflow focused on a ‘challenge’:

Behavioral tripwires: Form submission (registered for challenge) 

Re-engage inactive customers

It’s a common business tenet that acquiring a new customer costs nearly 5X as much as nurturing existing ones. Most companies already have a trove of potential clients in their database—many just haven’t engaged in a long period of time. Instead of firing off new PPC or social media ad campaigns, create an automated workflow focused on re-engaging inactive accounts or clients. 

Content ideas for an email workflow targeted at webinar registrants:

Behavior tripwires: Elapsed time since previous engagement 

While these are just some of the ways your organization can leverage the power of automated email workflows, the sky is nearly the limit. There are many platforms able to perform simple, linear workflows, but the true opportunities lie in the processes that can link a variety of customer behaviors throughout your system, from website and social media activity, to email engagement and account creation. Platforms like ProcessMaker integrate with all of your systems to deploy the powerful automated email workflows that truly make a difference in your business. With so many possibilities to attract customer attention and create new revenue opportunities, it’s no surprise the email automation has become a strategic darling of the industry. 


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