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5 Must-Have Email Marketing Workflows by Andrew Raso #347
Email marketing automation drives business growth through five core workflows: sign-up, usage, conversion, birthday/anniversary, and re-engagement, each triggered by specific customer actions to nurture leads and boost retention.
Key takeaways
- Email delivers an average $38 return for every dollar spent, making it a high-ROI channel.
- 96% of website visitors are not ready to buy, so a sign-up workflow helps nurture them over time.
- Personalized subject lines produce a 26% higher open rate than generic ones.
- CTA buttons improve click-throughs by 28% compared to text links in emails.
- Combining re-engagement email workflows with retargeting ad campaigns amplifies results significantly.
Email is nearly 40 times better at customer acquisition than Facebook and Twitter combined.
About this episode
It's all about the email! Chris and Charles talk about getting your email marketing workflows automated so you can spend more time getting stuff done, and less time on email!
Questions this episode answers
What are the five email marketing automation workflows described in this episode?
The five workflows are: the sign-up workflow triggered by a newsletter or blog subscription, the usage workflow triggered by a free trial or demo, the conversion workflow triggered by a purchase, the birthday or anniversary workflow triggered by a special date, and the re-engagement workflow triggered by inactivity or days since last purchase.
How effective is email marketing compared to social media for customer acquisition?
According to the episode, email is nearly 40 times better at customer acquisition than Facebook and Twitter combined. The hosts attribute this to the inbox being the most visited place on the internet, where people spend more time than on any social platform.
What extra email automation workflows do the hosts recommend beyond the five in the article?
The hosts recommend a price-sensitive or tire kicker workflow for prospects who ask about price but do not commit, and a networking workflow for business card contacts met at events, dripping a series of introductory emails from different team members over days and weeks.
What general tips does the episode give for improving email automation performance?
The episode cites three tips from the article: personalized subject lines increase open rates by 26%, writing with readability and scannability in mind helps since many people just glance at content, and using a CTA button instead of a text link improves click-throughs by 28%.
In their words
For every dollar spent on email marketing, it brings an average return of $38.
Charles Lewis
Workflows can be used for lead nurturing, customer appreciation, follow-up, upselling, customer support, advocacy, and more.
Charles Lewis
Terms defined in this episode
- Sign-up workflow
- An automated email series triggered when someone subscribes to a blog, newsletter, or downloads content, used to nurture visitors who are not yet ready to buy.
- Re-engagement workflow
- An automated email series triggered by a set number of days since a customer's last purchase, website visit, or email click-through, designed to win back inactive contacts.
- Shikos
- An eWeb-branded term for social engagement that stands for shares, likes, and follows across social media platforms.
- Drip campaign
- A series of automated, pre-written emails sent on a scheduled cadence to guide a prospect or customer through a workflow such as a free trial or post-purchase follow-up.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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