Email workflows are the bread-and-butter of a comprehensive digital strategy. Email marketing is the preferred form of business communication by 72% of consumers, and it’s also the best way to build up a roster of qualified leads.
You already know which email workflows are essential for your campaign, but do you know what every workflow should contain? Here are four components of every successful email workflow.
- Valuable Content
Customers don’t want your emails unless they offer something of value. That value comes in the form of content, whether it’s a well-researched white paper relevant to a niche industry or a 30% off coupon redeemable on all new orders. Every email within a workflow should be built around the idea of offering value, then delivering on that promise through continually valuable follow up emails.
- Careful Timing
The best email in the world can’t overcome bad timing. Workflows absolutely depend on how they’re timed within the sales cycle; too early, and emails won’t result in conversion, too late and they’re behind the curve. There’s a tightrope every company must walk between information overload and staying just top-of-mind enough for customers to reach out when they’re ready to buy. Good workflows nudge – not push! – customers through the purchasing funnel.
Customers are incredibly savvy. Today’s consumer hates being “marketed to” and they can instantly tell a boilerplate email from something more customized. Of course, that doesn’t mean every single email your business sends should be one-off, but you should have a variety of different workflows to suit different buyer personas. Addressing the unique concerns of very specific buyers at the right point during their sales cycle is what email marketing is all about, and it can’t be done without personalization.
Every communication between your brand and your customer should offer a clear message about what to do next. Calls-to-Action are a must-have not just for each individual email, but for workflows as a whole. Consider the goal of a workflow as the ultimate call-to-action: Is it to join the newsletter list? Fill out an interest form? Download an eBook? From there, every specific call to action within the email content should further this goal.
Email marketing is just one of the many digital services we offer our clients, because we know that a strategy isn’t really a strategy unless it contains multiple, symbiotic parts. We specialize in creating the kind of workflows that eventually lead to conversion.
Ready to discuss where you think your workflows are falling short? Or maybe you don’t have any workflows at all? Sync can help.