Email workflows are simply a version of an automated sales funnel that leads a prospect from the time they know about something to an unexpected purchase decision that’s made easier. Ideally, if you can perpetually send the right message at the right time without even them knowing it you are cultivating a prospect, establishing yourself as an authoritative and credible resource, and creating more chances to sell.
But to ensure such benefits with said email workflows, however, your emails need to avoid spam filters and land in actual inboxes. Warmy.io is a great service to judge your email and warm it up for accessibility and efficacy. In this article, you’ll discover how to save a ton of time by implementing email workflows to automate your sales funnel; you’ll learn the importance of segmentation as well as how warmy.io can provide you with the right tools to succeed with your email campaigns, from warm up tools to tools to check your email templates.
Understanding the Sales Funnel and Email Workflows
A sales funnel is the path your potential customers travel from knowing about your business to purchasing from you and beyond, to becoming repeat loyal customers and there are essentially three tiers to it. They are awareness, consideration, and decision. Implementing a sales funnel strategy means that at every level, there is particular content and efforts needed before a conversion can take place. But email workflows facilitate such correspondence at any level. The awareness stage means that potential customers are still fresh to your brand and they may be unaware of what exactly your product or service is, so email workflows would be advantageous to educate them about you and encourage them to go further. Thus, awareness emails are highly successful connections to a blog or ebook, a tutorial about using your product/service, educating them on what it is and how it can solve a specific issue. The goal is to build trust and authority while generating intrigue in your brand.
By the time leads get to step two of the sales funnel, they’re figuring out whether your answer is the right one for them. So at this stage, email sequences can contain much more relevant information like case studies, testimonials, competition comparisons, and free trials. These emails should be framed around what’s in it for them and how your product or service is better than the rest. You need to provide your leads with strong, physical proof of value so there’s no hesitation when deciding on your business. When leads get to the decision stage, they’ve reached the last step. They’re on the cusp of a purchase, needing only that extra incentive to complete the transaction. Decision stage onboarding workflows consist of flash sales, discount coupons, free shipping, and abandoned cart emails. This type of messaging generates a sense of urgency to make those who are on the fence buy officially.
In addition, with the calls-to-action provided for them, a lead only needs to push “Buy Now” or register for a demo. Email workflows take these choices out of your hands meaning they’re done automatically most of the time which saves you time and gives a standardized, personal approach that influences your leads through the sales funnel. You don’t have to worry about when and to whom a message needs to go; instead, you can focus more on what you need to create. But in order to use the best tools for your workflows, you also need to test your email templates. Beautiful emails are great, they’ll help your workflow and engage clients but if your emails are typo-ridden, poorly formatted and/or rendered incorrectly across clients, you’ll be stunted at every stage of the funnel.
Segmenting Your Audience for Better Results
The best methods for developing email workflows come from segmentation. The more you cut your audience down into smaller groups based on need and purpose, the more effective you can be with your message to what you believe will be expected from them. List segmentation gives the opportunity of receiving relevant content within an email, which creates engagement opportunities and paths to conversion. Analyze the analytics available to you for prospective customers.
What are they doing? Where are they? For example, do you have their age, gender, location, and what they purchased last time they visited your site? Did they click through links in prior emails? Segmenting this information can mean sending different emails about products if they’re repeat customers versus a how-to email if they’re first-time recipients. Audience segmentation improves your own processing as well since you can better achieve each level of the sales funnel with pinpointed solution offerings to relevant pain points. Furthermore, reviewing your patterns for mass emails via Mailchimp and other such avenues ensures these segmented efforts are on-brand and appropriately staffed, resulting in greater efficacy.
Building Workflows for Each Stage of the Sales Funnel
Sales pipelines are only effective if you automate your sales funnel at each stage of the customer journey.
Awareness Stage
At this stage, the goal is simply to introduce your brand and pique interest. An example of a workflow might begin with a welcome email thanking leads for subscribing and outlining your value proposition. The next emails may be blog posts, educational resources, or downloadable content you are providing in line with their interests.
Consideration Stage
When leads are in the consideration stage, they’re assessing if your product or service is a good fit for what they’re trying to accomplish. Your recipes should serve you up content that aligns with your unique selling points. For example, you can send case studies, testimonials, or product comparisons by showing how your solution can solve their problem.
Decision Stage
At the decision stage, leads are in the mood to buy. In Text and Images, Make Irresistible Offers, Like Discounts, Free Shipping, or Product Bundles In addition; use clear calls-to-action to simplify the buying process.
Along every stage, using tools to validate your emails helps guarantee that your messages are polished, incorporate your branding and are optimized for engagement.
Why an Email Warm-Up Tool Is Crucial
Because if you can’t get emails to the inbox, no workflow is going to save you. Arguably one of the essential components associated with successful email marketing is something known as email deliverability. This is where Warmy.io comes in. An email warmup service increases your sender reputation slowly over time so that email service providers recognize you as a valid sender. If not, however, with the warmup, new email accounts and static domains are flagged as spam. Warmy offers warm up through a service that emulates excellent emailing practices.
It opens emails, gives them stars, responds to emails, marks them important, etc., all to persuade email service providers that your email belongs in an inbox. Beyond Warmy.io, marketers responsible for creating automated workflows have nothing else to worry about. It gets your emails into the inbox so you can focus on creating effective, quality workflows. In addition, Warmy.io works with software that analyzes your email designs, giving you the upper hand in the email marketing experience from beginning to end.
Optimizing Your Workflows with Data and Feedback
Re-calibrate based on results and responses. You can measure the success of your email campaign by using specific KPIs. Open rate, click-through rate, and conversion rate allow you to understand what’s successful and what’s failing. For instance, if the consideration stage nurture series isn’t converting, try testing different subject lines, alternative formatting, or time of dispatch. If the decision stage series isn’t converting, try testing different incentives or different CTAs. Use resources at your disposal to preview your email templates to ensure every single message in your campaign is aesthetically pleasing, easy to read, and mobile formatted. Regularly review your workflows and adjust based on analytics to keep everything running smoothly for the long haul.
Email Workflows
Email workflows for automating your sales funnel are a great way to engage prospects and manage leads for increased revenue. By reaching out to customers at the awareness, consideration, and decision levels, you facilitate their journey while simultaneously enhancing your strategies for revenue generation and retention. However, for email workflows to work and to create conversions they need to be seen.
One service that helps get your emails to inboxes instead of the spam folder is Warmy.io. Warmy automatically warms up your new email relationship with the IP and domain, boosting your sender reputation and subsequently your email marketing efforts and workflows. Email funnels are just one piece of the marketing puzzle, especially since they rely upon segmentation, data research, and email template validators. Implement these funnels today to enhance your sales strategy for the future.
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