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.
One effective way to use workflows to engage leads and customers is through a multi-step email nurturing sequence. Here's an example:
Welcome Email: As soon as a lead subscribes or fills out a form, trigger an automated welcome email thanking them for their interest and providing an overview of your services or products.
Educational Content: Follow up with a series of emails offering valuable content, such as blog posts, eBooks, or webinars related to their interests or pain points. Space these emails a few days apart to avoid overwhelming the lead.
Personalized Follow-Up: Use workflows to segment leads based on their interactions with the initial emails. For instance, if a lead clicks on a link about a specific product, trigger a follow-up email providing more detailed information or a case study related to that product.
Engagement Check: If a lead hasn’t engaged with your emails after a certain period, use a workflow to send a re-engagement email offering a special incentive, such as a discount or a free consultation, to reignite their interest.
Sales Notification: When a lead reaches a certain engagement threshold (e.g., multiple email opens or clicks), trigger a notification to your sales team to follow up with a personalized call or email, ensuring timely and relevant outreach.
By setting up such workflows, you can nurture leads with tailored content, maintain their interest over time, and ensure that your sales team engages with leads at the right moment. This not only improves the lead's experience but also increases the chances of conversion.
I would like to automate a workflow to re-engage with leads that have watched some parts of my video to encourage them to finish the rest, or begin a new one.
We use automation in many ways on our site. An abandoned cart is always a no-brainer. We also trigger promotional-based emails based on what the user searched.
I've found workflows to be incredibly effective for lead generation and nurturing prospects who regularly visit our website and engage with our emails. For instance, we use workflows to send personalized content recommendations based on their browsing history and interactions with our emails. This not only keeps them engaged but also moves them further down the sales funnel by providing value and maintaining regular contact. How are others leveraging workflows to engage and convert leads? Share your experiences below!
This is genius! I like your idea to focus on providing value (personalized at that) for folks who are in the nurturing stage. Personalized content recommendations are a wonderful idea. Do you maintain a large database of content pieces and use the workflow to pick and choose which piece to email the lead? This sounds like a lot of work - but worthwhile!
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.
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