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The right way to Construct Advertising Automation Workflows

No person likes tedious duties; that’s why we put money into enterprise know-how. And that makes it all of the extra irritating whenever you discover your advertising and marketing initiatives delayed since you should enter a step or add a listing manually. Advertising automation workflows are the answer that makes your advertising and marketing quicker, extra environment friendly, and more practical.

If you create advertising and marketing automation workflows, you guarantee a greater and extra constant buyer expertise. These workflows make creating segmented and personalised communications simpler with 46% larger open charges. And this higher expertise results in larger conversion charges, elevated lead era, and higher income. 

Maybe the perfect a part of all is that, together with making your advertising and marketing more practical and your prospects happier, enterprise workflow automations free you from low-value, time-consuming duties. 

This text will cowl advertising and marketing automation workflows, how one can create them, and 6 of crucial workflows to start out with.

What’s workflow automation?

Workflow automation makes use of know-how to automate and streamline the steps of a workflow. 

One instance is doc workflow automation. That is the place instruments like DocuSign routinely notify every signer of a contract when it’s their flip to signal. 

These instruments additionally stop customers from submitting the doc if they’ve uncared for to signal or preliminary. This safeguard in opposition to incomplete steps is one other characteristic of workflow course of automation.

What’s a advertising and marketing automation workflow? 

Advertising automation makes use of know-how to automate handbook duties and steps in your advertising and marketing initiatives, sometimes through the use of conditional enterprise guidelines and triggers. A advertising and marketing automation workflow is a step-by-step course of that particulars the automations that happen at every level of a typical advertising and marketing workflow  — for instance, onboarding a brand new person.

four step workflow with ordered steps
Fundamental workflow with ordered steps

Advertising automation workflows enable you automate advertising and marketing duties by arranging individually automated advertising and marketing duties right into a sequence of ordered steps that make your e-mail advertising and marketing campaigns more practical. Effectively-done workflow automations will help you save time, keep away from errors, and transfer potential prospects down the advertising and marketing funnel quicker.

For instance, if a person opens an e-mail, that acts because the set off for the following step. That is how particular person factors of selling automation are linked to create a advertising and marketing automation workflow.

A fast instance of selling automation

If somebody subscribes to your e-newsletter, your workflow automation software program provides them to your e-mail checklist and sends them a welcome e-mail.

example of an automation workflow in activecampaign
Instance of an automation workflow in ActiveCampaign

(Picture Supply)

Ideally, every step within the gross sales funnel ought to contain some type of advertising and marketing automation. As an illustration, a advertising and marketing automation workflow for lead nurturing would possibly start with the person turning into a lead. 

Your advertising and marketing automation software program would add their e-mail handle to the suitable e-mail checklist on this first step. For the following step within the workflow, your e-mail advertising and marketing device would routinely ship the primary nurture e-mail marketing campaign. 

How do advertising and marketing and operations work collectively?

Whereas advertising and marketing automation workflows may be extraordinarily highly effective and finally save your staff effort and time, creating them requires forethought and precision. That’s why your advertising and marketing staff and operations staff must work intently to construct the workflow. 

Normally, entrepreneurs will create a imaginative and prescient for the client expertise, and the operations professionals will present the technical and operational experience to automate the method. If operational realities make a part of advertising and marketing’s imaginative and prescient not possible, it’s as much as each groups to get artistic and discover the perfect different.

Why do you want workflow automation? 

Workflow automation permits you to improve effectivity by lowering the period of time spent on handbook duties in your advertising and marketing workflow. Workflow automation might be the reply you probably have extra duties than manpower or if issues are falling by means of the cracks since you don’t have time to personally information accounts from one step to a different. Plus, automations like these make it simpler for advertising and marketing and operations groups to work collectively.

Maybe the best method that workflow automation saves you time is by making a repeatable advertising and marketing expertise. As an alternative of figuring out what must occur each time a buyer takes an motion, you might have mapped out their course and determined what comes subsequent. Higher but, your workflow automation instruments are already doing it for you.

How do companies profit from advertising and marketing automation?

It’s not simply you and your coworkers who profit from advertising and marketing automation. Clear workflows and automation additionally create a greater buyer journey. Your contacts obtain the best content material and communications on the proper time, which helps information them towards a purchase order. Prospects now not have to attend so that you can ship them related emails or assets manually. Small enterprise automation focuses on easy workflows that assist owner-operators and managers save time.

Mike Morrow is the founding father of Morrow Audio, which offers cables and different audio gear to prospects in 70 nations. “I like to consider what else I may do by means of automation to raised serve the client,” Morrow says. “The alternative ways to create curiosity, and the best way to give them one thing they need.” 

Advertising automation additionally frees up your time and power for extra impactful work by taking small and repetitive duties off your plate. Morrow says, “With the entire automations that we’re utilizing, the shop runs by itself. I’m in a position to give attention to different initiatives.”

A survey of selling professionals revealed that, after utilizing advertising and marketing automation, 56% noticed a rise in conversion charges. Different advantages included elevated productiveness, elevated leads, and elevated income.

bar graph of survey results of marketing professionals
High advantages for advertising and marketing automation in response to advertising and marketing professionals

Let automation deal with the gross sales funnel and convert each potential buyer when you give attention to working the enterprise.

The right way to create a advertising and marketing automation workflow 

Advertising automation sounds nice, however some folks really feel intimidated by the know-how. Don’t be. We’ll enable you get began by overlaying the important thing components of an environment friendly advertising and marketing automation workflow.


A set off is an motion or occasion that tells your know-how it’s time to maneuver on to the following step. Sometimes, a set off shall be some type of person motion (or a interval of inaction).

In ActiveCampaign, when establishing your advertising and marketing automation workflow, you possibly can select from triggers corresponding to submitting a kind, clicking a hyperlink in an e-mail, making a purchase order, and extra.

activecampaign automation triggers
ActiveCampaign’s automation triggers


In programming phrases, if the set off is your “if,” the motion is your “then.” That is the motion your advertising and marketing automation platform will soak up response to the set off. As an illustration, if somebody opens an e-mail (the set off), then your system sends them a follow-up e-mail (the motion) 48 hours later.


Circumstances are traits that should be in place for the system to finish the triggered motion. For instance, personalised reductions and particular affords are frequent examples of e-commerce advertising and marketing automation

You can create a advertising and marketing automation workflow the place the set off is a buyer finishing a purchase order, and the motion is to ship them a reduction code for subsequent time, however provided that the preliminary buy was $50 or extra. On this case, the person should carry out the set off motion and meet the situations for the follow-up motion to occur. 

Circumstances exist to set guardrails round your automations to verify an motion is just triggered underneath the best circumstances. Circumstances can even function a fork within the person’s path. If the situation is met, they obtain one message, and if the situation isn’t met, they obtain one other.

Time controls

Time controls, typically known as movement controls, are what you utilize to find out when exactly an motion is taken. With customized time controls, most of your automated advertising and marketing duties occur on a delay, from as quick as a couple of minutes to days and even weeks later.

Whereas constructing a advertising and marketing automation workflow in your gross sales funnel, take into account:

  1. The set off tells your system that an motion should be taken
  2. Circumstances present guardrails to verify the motion is acceptable for this contact and state of affairs
  3. Time controls decide when the motion is taken
  4. The motion engages with the contact to deepen and proceed the connection
colored boxes labeled trigger, conditions, time control, and action
Triggers, Circumstances, Time Management, and Actions

What makes advertising and marketing automation workflows so highly effective is that, after the motion is taken, the person has a chance to set off a brand new set off, which units the following step of their buyer expertise in movement. An improved buyer expertise finally results in larger buyer retention and elevated income.

High 6 advertising and marketing workflow automations 

There are an nearly infinite variety of attainable advertising and marketing automation workflows between totally different triggers, situations, and actions. Luckily, you don’t must reinvent the wheel. 

There are a number of frequent advertising and marketing workflows that almost all companies discover helpful. Learn on for six of the commonest and invaluable advertising and marketing workflow automations you possibly can adapt for your corporation.

1. Welcome workflow 

Whatever the services or products you provide, first impressions matter. That’s why so many companies take care to create an participating sequence of welcome emails. You can even section your welcome e-mail workflows you probably have extra than simply subscriber contact info.

example of a welcome email workflow in ActiveCampaign
Instance of a welcome e-mail workflow in ActiveCampaign

2. Onboarding workflow

The way you onboard a brand new buyer generally is a pivotal think about whether or not they stay a buyer. If welcome e-mail messages make sure you make a wonderful first impression, an onboarding workflow ensures that your working relationship runs easily. An onboarding workflow will happen after somebody purchases or begins utilizing your product.

3. Re-engage workflow

One of the vital efficient makes use of of e-mail advertising and marketing automation workflows is re-engaging contacts who’ve stopped interacting with you. You may create a set off primarily based on what number of days for the reason that contact final engaged or what number of emails they’ve obtained however not opened. This set off tells your system to start out sending messages designed to succeed in and reactivate inactive customers.

example of a re-engagement email workflow in ActiveCampaign
Instance of a re-engagement e-mail workflow in ActiveCampaign

4. Lead nurture workflow

A lead nurture workflow will information contacts by means of an extended shopping for cycle, an important workflow automation. It makes use of their actions to assign person attributes and triggers essentially the most acceptable advertising and marketing messages. 

A lead nurture workflow can incorporate e-mail interactions, web site exercise, SMS advertising and marketing, and extra. The higher built-in your totally different techniques are, the smoother your lead nurture workflow will run.

5. Renewal or upselling workflow

When you’ve made the preliminary sale, you need to preserve that buyer loyal to your organization. A renewal or upselling workflow will assist retain prospects and maximize the worth of every buyer relationship. That is nice since buyer retention is extra reasonably priced than buying new ones. Buy historical past and buyer particulars will help you counsel extra merchandise they may like.

example of an upselling email workflow in ActiveCampaign
Instance of an upselling e-mail workflow in ActiveCampaign

6. Deserted cart workflows

As soon as somebody has chosen a product and positioned it of their digital cart, they will nonetheless get sidetracked or have second ideas. In reality, the speed of cart abandonment is sort of 70%. An deserted cart workflow can automate the method of finishing that sale. Deserted cart emails often is the best and most profitable e-mail automation workflow to arrange.

Get began with advertising and marketing automation workflows

“Advertising automation workflow” would possibly sound like an intimidating time period, but it surely’s actually only a technique of utilizing two extra frequent instruments, advertising and marketing automation and workflows, in tandem. Automated workflows can prevent effort and time and supply a greater buyer expertise, main to raised enterprise outcomes.

The simplest solution to get began is to decide on one in all ActiveCampaign’s pre-built automation templates. You may all the time modify the template to your wants, however importing these pre-made automations makes beginning (or ramping up) your automations a lot less complicated. 

Even if you happen to’ve struggled with previous makes an attempt at advertising and marketing automation, it’s by no means too late to make your life simpler and your prospects happier.
Wish to see how ActiveCampaign will help you create extra highly effective and fascinating advertising and marketing experiences? Begin your free 14-day trial in the present day.



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