by:
amnamuratagic
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Following up with contacts after an initial email and keeping them engaged can be a challenge – especially if you’re doing it all manually. Working with customers daily, I often see a lot of them send and schedule individual emails manually or create manual tasks, rather than leveraging automation to streamline and enhance their follow-up process.
Luckily, HubSpot’s marketing email functionality offers an easy way to send out automated emails as well as add an additional few steps to the automation without leaving the marketing email tool.
Why you should be using simple workflows for follow-ups
1. Save time and work more efficiently
Manually creating a list and sending out an email every single time you want to follow up with a group of contacts is extremely time-consuming. Not only does it take away valuable time for more strategic marketing efforts, but it also increases the risk of missing out on key follow-up opportunities. Using simple workflows eliminates the repetitive task of manually sending out a follow-up by automatically triggering another email based on the contact’s activity.
By streamlining the follow-up process, simple workflows ensure every contact receives timely, relevant communication while you and your team work more efficiently.
2. Keep contacts engaged over time with minimal effort
Most contacts need multiple touchpoints before they’re ready to make a decision, purchase your product or sign up for your event.
By using simple workflows for your follow-ups, you can send multiple emails to nurture your leads and deliver personalized content and recommendations based on a previous engagement.
Consistent, automated follow-ups ensure you stay top-of-mind (and inbox) without overwhelming your team with manual work. This way, your team can focus on higher-impact activities like optimizing campaigns and creating fresh content, while your contacts stay engaged in the background.
3. Tailor your follow-ups based on your contact’s engagement
Not all contacts are going to engage in the same way and in most cases a one-size-fits-all strategy isn’t going to work– that’s completely fine!
Using simple workflows for your follow-ups can help you easily focus on and prioritize contacts who are opening your emails, clicking links and engaging with your content. For these contacts, you can leverage automation to keep the momentum going by sending similar content or recommendations.
Meanwhile, for disengaged contacts who might leave your emails unopened in their inbox, you might want to explore different ways to get their attention.
Using simple workflows will help you keep contacts who are already interested engaged while freeing up time to refine your approach for those contacts who might need a little extra encouragement.
4. Use automated follow-ups to refine your marketing strategy
Leveraging automation for follow-ups can also provide valuable insights to improve and transform your overall marketing strategy. By using a different approach for engaged and disengaged contacts, you can track how different groups respond to different tactics.
Over time, these insights will help you segment your contacts more effectively, ensuring that all contacts receive content that aligns with their activity and level of interest. The more you fine-tune your follow-ups, the more personalized and impactful your content can become!
When to leverage automation for follow-ups
Simple workflows can be used in a variety of ways – here are some key moments to consider implementing them:
✅ After a contact clicks on a link in an email
If a contact clicks on a link in an email, it’s a clear sign of interest. Instead of manually tracking their page visit, you could create a simple workflow that automatically sends a follow-up email with related content or an offer for next steps.
✅ After an event or webinar
If you’re sending event or webinar invitations via HubSpot, why not follow up after the event as well? Share additional resources related to the event, a feedback survey or news on your next event to keep the ball rolling.
✅ When a contact goes inactive
You can also leverage simple workflows to target contacts who receive your email, but never open it. Instead of letting your leads slip away, follow up with a special incentive or a check-in email.
By leveraging simple workflows in the right situations, you can keep your contacts engaged – without all the manual work. If you’re not using HubSpot’s simple workflows for follow-ups yet, now is the perfect time to start! Check out these resources to get started:
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