On a past thread, we discussed some of the ways that workflows can trigger your team internally. You can use them to automate data clean up or to trigger notifications to your sales team.
Now, let’s discuss ways you can use workflows to engage your leads and customers.
For example, one of my all-time favorite ways to use workflows is to re-engage leads that have abandoned their shopping cart.
The concept here is simple: When someone adds an item to their online shopping cart but leaves your site without completing the purchase, you can trigger an email workflow that reminds them of their forgotten purchase and motivates them to Live the transaction by offering a special discount code or some other incentive to buy.
That’s my favorite use workflows! How are you currently using yours? Sound off in the comments below.
re-engagement workflows for contacts who have used B2B services previously at an organisation but moved to a new business and not used them since is one I always finds works well
We currently use a few workflows much like the ones mentioned above. I'm learning how to create workflows so I can update and segment those who click a link in an email going to members of a list for a newsletter we haven't used in two years. We want to find out who is interested in our other products and who we can set to non-marketing contacts.
After completing a project, I send a thank you email to express gratitude for the client's business. A week later, I follow up with a satisfaction survey to gather feedback and address any concerns.
At my job we use lead nurturing workflows. We send personalized emails to our clients highligting products that might interest them from their previous purchases. We also offer special discounts and promotions for our top customers.
I've found lead nurturing workflows particularly effective for segmenting our email subscribers based on their engagement levels. We set up workflows that send targeted content to users who frequently open our emails versus those who are less engaged. This approach allows us to tailor our messaging and offers more effectively, keeping our most engaged subscribers interacting regularly while rekindling interest in less active ones.
Order and Shipping Updates: Keep customers informed about their order status and shipping updates by automating order confirmation, shipping notifications, and delivery confirmations.
I think another way we can use workflows is to nurture leads who have shown interest in a product but haven't yet requested a demo. We set up an email workflow that sends them helpful resources, success stories, and tips related to our product. This keeps our brand top of mind and encourages them to take the next step in their buyer's journey.
Here is a workflow that we use for attendees to a webinar: Post-Webinar Thank You Email, Follow-Up Email Campaign, Retargeting Ads, Personalized Outreach, and Long-Term Nurturing Campaign.
Lead nurturing workflows are crucial for guiding customers through the sales funnel and building relationships. Examples include the Welcome Series Workflow, which involves sending a personalized welcome email, highlighting top products or services, sharing customer testimonials or case studies, and offering special discounts or promotions to encourage purchases. These workflows help build trust and drive sales.
Lead nurturing workflows are crucial for businesses because they help build relationships, educate leads, boost conversion rates, and optimize sales efforts. By providing valuable content and personalized interactions, businesses can establish trust, educate leads about their offerings, and guide them through the sales funnel more effectively, resulting in increased revenue and growth.
I think workflows are very useful. They can help businesses engage with and convert leads into customers. Personally while I have never used one, I like the Re-Engagement Workflow, which can send a series of targeted emails to re-engage inactive leads or offer incentives or discounts to encourage them to take action (e.g., make a purchase, visit your website).
A workflow I find incredibly useful is the Post-Purchase Follow-Up. After a customer makes a purchase, this workflow triggers a series of emails designed to enhance the customer experience. The first email might be a thank you message, the next could provide useful tips on how to get the most out of the purchased product, and another might ask for customer feedback or offer related products (cross-sell/upsell opportunities). This not only helps in maintaining engagement but also builds loyalty and encourages repeat business.
