When a buyer indicators up for your e-newsletter, you ship them an email instantly after, proper? This is basically a mini workflow marketing campaign. The better part? It’s automated. The email is distributed—primarily based on a triggered occasion—with none further carry out of your advertising crew.
Now, take that idea and flip it on its head. Instead of beginning with the shopper motion, begin with a purpose and work backwards to create a personalised, automated workflow that guides clients to the end line. The extra particular your purpose, the extra components you’ll be able to add into your workflow.
Automated workflows information customers to a selected endpoint and, as an added bonus, they will present your advertising crew with useful insights. For instance, for those who’re A//B testing an email topic line and spot a transparent winner, you’ll be able to, in real-time, edit the workflow to solely serve that topic line to future clients who enter the workflow.
In addition to a webinar that focuses on the best way to construct workflows and three industry-specific must-have workflows, we’ve additionally created a workflow lookbook that highlights eight workflow campaigns each model ought to have underneath their belt.
Building a Well-Designed Marketing Workflow
In the webinar, Tasmin Singh and Amalia Beckmann, two of Iterable’s Enterprise Customer Success Managers, exhibit how workflows can have all kinds of makes use of. Whether it’s the preliminary interplay with a buyer or a re-engagement marketing campaign meant to solidify loyalty and belief, workflows may be designed to suit a wide range of advertising wants.
However, to construct an efficient workflow, Tasmin and Amalia spotlight 4 key necessities:
- A beginning place
- Defined steps
- An finish purpose
- Monitoring and optimization
While these 4 necessities set the muse for constructing a workflow, you’ll additionally want to contemplate the workflow frequency, suppression, and exit technique.
First, what number of messages are you going to ship every buyer in a given workflow? Then, when are you going to keep away from sending clients particular messages, primarily based on earlier actions? And, lastly, the place customers are despatched after they’ve accomplished the workflow?
Lastly, along with industry-specific workflows and what they could usually appear to be, this webinar options welcome/onboarding examples from Calm and Under Armour, an abandonment instance from Chewy, and a conversion instance from Meetup.
Watch the complete webinar for some industry-specific workflow marketing campaign examples.
A Sneak Peek on the Workflow Lookbook
Like we talked about, the extra particular you will get along with your targets, the extra detailed your workflows shall be. You can completely use the industry-specific webinar examples for inspiration as you create your personal detailed workflows, however, for those who’re available in the market for much more examples, our new workflow lookbook comprises frequently-used, must-have workflow campaigns throughout all industries.
These campaigns embrace:
- Abandoned Cart
Because there are numerous advertising channels you’ll be able to benefit from as a buyer interacts along with your model, there may very well be a number of workflows per marketing campaign—every devoted to a distinct channel.
For the welcome/onboarding marketing campaign, for instance, we characteristic each an email onboarding workflow in addition to a cell app onboarding workflow. For the email onboarding workflow, the purpose is to have the person click on by way of the email after which have them set their person preferences. For the app obtain workflow, the purpose is to get the person to obtain the app after which convert by way of the app. Different conditions name for completely different workflows, and clients at the moment not solely respect it, they anticipate a singular, personalised expertise that aligns with their particular person journey.
To view every of the campaigns and their corresponding workflows, view the complete lookbook.