Email marketing automation: what it is and 7 examples of automation

He marketing automation It is much more than a trend, it is an essential resource for brands of all sizes.

Year after year, the email marketing continues to prove to be one of the most effective methods for communicating with current and potential customers and achieving conversions. But managing an email marketing strategy by hand is completely ineffective, so we need to have marketing automation workflows to help us.

What is email marketing automation?

Email marketing automation is a strategy that consists of automatically send emails to subscribers of a databaseeither at specific times (for example, 7 days after the last interaction) or activated by the user’s actions (for example, leaving a shopping cart abandoned in an e-commerce).

Example of a workflow with automated marketing emails, made with Hubspot. For someone who has signed up for a webinar/course.

This marketing automation makes it possible to send personalized messages that adapt to the user’s profile and circumstances, which maximizes effectiveness. In fact, studies show that the use of marketing automation software increases the number of leads by 80% and conversions by 77%.

Additionally, marketing automation allows the entire system to be managed with minimal intervention from the team, freeing up time and resources for higher-level tasks like creativity and strategy. And in turn, that also contributes to improving the results of your marketing so it’s all advantages!

7 examples of email marketing automation workflows

1) Welcome

A workflow designed for new blog subscriberswith the following emails:

  • Create connection with the lead: We welcome you, tell you the history of the company and explain what you can expect from us.

  • Show that we know what we are talking about: We send a selection of the best articles we have on the blog.

  • A relevant article– We send more personalized content, for example, a success story, blog article or downloadable related to your areas of interest.

2) Lead magnet

This workflow would be activated after the user has downloaded content (lead magnet) in exchange for leaving us their data. We should have a different workflow for each downloadable content.

  • We thank the user for their interaction and send them the downloadable. In the same email, we add some other related content, for example, an article from our blog, to continue demonstrating that we know the topic.

  • We continue sending content of value related to the downloaded lead magnet.

  • Having established a relationship of trust, we can start the sales process. We present what our company can do for the user and how we can help them.

  • Sales email.

3) Lead nurturing

A workflow designed for move from marketing qualified leads (MQL) to sales qualified leads (SQL).

  • Create connection with the lead. We present ourselves as if it were a personal email and we attach some content of value to the user. We mention above and in a single sentence the mission of our company.

  • Show that we know what we are talking about. We continue to create a relationship with the lead, sending them more resources and educational content. Emails must be written in your personal name.

  • Eliminate objections to prepare for the sale. If we have a free trial, we can offer it along with some content that provides additional value, such as success stories or frequently asked questions.

  • Sell. We present the offer, explain the benefits, testimonials, frequently asked questions…

4) Incorporation

This workflow is designed for user signing up for the first time on a platform, free trial, website or similar.

  • Welcome. We welcome the new user, tell them the history of the company and explain what they can expect from us.

  • Your first steps. We send more content to guide you when starting to use our platform, tool, etc.

  • “I saw that you have registered for…”. We explain what the company can do for him and how we can help him.

  • Tutorials. Two or three emails to present the most notable features of the tool, platform, etc. We must always allow 24 hours to pass between platforms.

5) Recovery

This workflow is designed to recover a customer who has not purchased for several months.

  • Hello? We connect again to remind you why you became a customer and what the benefits of the product are. We show that the relationship matters to us.

  • A special discount. We offer a special incentive to continue, such as a discount or free shipping.

  • What’s going on? If you haven’t responded to the second email, we ask for your feedback and offer you a small incentive for responding.

6) Reinteraction

This workflow has been designed to recover a customer who hasn’t read our emails for a while.

  • Hello? We connect again with the subscriber, we remind them why they signed up and we show them the latest published content. We show that the relationship matters to us.

  • “What would you like to read here?”. If you have not reacted to the second email, we ask for your opinion on the content you would like to find in our emails.

  • Cleaning. If you still do not react, we tell you that if you do not click on this email, you will stop receiving our emails in 30 days. We added a CTA type “I want to continue receiving emails”.

  • Drop out. We inform you that we have removed you from the list, but we give you the opportunity to sign up again with a CTA like “Subscribe again”.

7) Webinar

This workflow is designed to users who sign up for our webinar.

  • Confirmation of registration for the webinar and invitation to add the event to your calendar.

  • First reminder (48 hours before the webinar). We remind you of the time and date of the webinar. We can add a video explaining why you shouldn’t miss it.

  • Second reminder (one hour before the webinar). We remind you that the webinar starts soon.

  • We are live. You are notified that the webinar has already started and we add the link so you can join.

  • Thanks for coming / Oooh, you couldn’t come. Customized text depending on whether or not the user attends. We include the downloadable materials and a link to the webinar recording.