8 Top Email Marketing Automation Workflows to Build


B2B marketers know email offers the highest ROI of virtually any marketing channel. However, that doesn’t necessarily mean every B2B marketer is making the most of email’s potential. As B2B marketers, we must also be data driven automation marketers. If your B2B company isn’t using email automation workflows to convert and maintain clients, you’re wasting a massive opportunity.

The 8 email automation workflows every B2B company should have

While every B2B company is different, each one can benefit from the following eight email automation workflows. These workflows are proven to convert clients and boost revenue.

1. The welcome workflow

Of all the email automation workflows to choose from, this is perhaps the easiest to employ.

If a prospect has submitted their email address, your company should respond by sending a welcome message.

Some companies wait until they have a reason to email a prospect. There’s a problem with that, though. If you wait too long to send that message, your prospect may not remember why they’re receiving it.

They may also get snatched up by a competitor–one who didn’t wait as long to work the prospect into their nurturing workflow (we’ll cover that next).

Use your welcome email to succinctly remind the recipient what they stand to gain by providing you with their email address.

Here’s a great welcome message IMPACT automatically sends to blog subscribers:

Email Marketing Automation Workflows

2. The lead nurturing workflow

Use email marketing automation to nurture prospects the moment they sign up for your newsletter or updates.

But what if it’s too early?

You may want to wait until you see enough click-throughs to assume interest in your company.

Many companies don’t initiate this particular email automation workflow until a prospect has downloaded one of their content upgrades (whitepapers, eBooks, case studies, etc.).

Here’s what the first email looks like in Ambition’s lead-nurturing workflow:

marketing automation workflow examples

Notice how it functions as a welcome message–reminding them of the value they’ve already received–and offers them further assets they can download and enjoy.

This doesn’t just help Ambition nurture their leads, but it also helps them segment their email list based on recipient interests.

By doing so, it will be much easier to continue nurturing the leads until they’re ready to make a purchase.

3. The re-engagement workflow

This might be one of the most important email automation workflows on the list, but it’s also one of the most overlooked.

No matter how well you nurture leads through your email workflows, some will inevitably quit responding.

Unfortunately, there’s not much you can do about this. Maybe they decided to go with a competitor, or perhaps your contact left the company. There could be any number of reasons you didn’t get the sale.

Whatever the case, a re-engagement workflow can begin the nurturing process again. You don’t have to give up just because your initial nurturing funnel didn’t convert the first time.

With a re-engagement email, remind the lead about your company’s offerings. Then, show how much your business values theirs.

Here’s an example from the marketing agency, Struck:

b2b marketing automation examples

The headline is an attention-grabber, and the agency also explains why they deserve another shot.

Your company works hard at attracting leads and bringing them into your conversion funnel. Don’t give up the moment communication stops.

One simple reengagement workflow could be enough to convert.

4. The abandoned shopping cart workflow

Similarly, not enough companies use email automation workflows targeted at cart abandoners. Once again, far too many businesses assume this type of prospect is beyond converting.

This is an extremely costly mistake.

An abandoned cart means your company’s nurturing funnel worked right up until the very end. You were just a minute away from making the sale, but something happened to stop your prospect.

Whatever the reason, it’s worth sending them an email to see if a simple reminder is enough to earn the sale–especially when it’s an automated email.

Envelopes.com used these automated emails and dropped its checkout abandonment rate by 40% in less than two years.

Better still, this approach increased checkout conversions by an incredible 65%!

As the company is both B2B and B2C, it had to segment its list of abandoners into three different groups. The effort clearly made all the difference.

5. The case study workflow

If your company isn’t already creating case studies, now’s the time to start. Your competitors most likely have and for good reason. Case studies show potential clients exactly what your company can do for them.

That’s why this content belongs in your nurturing funnel–at virtually any stage.

You can also use them in your email automation workflows as a form of reengagement. Look at the version below from EyeQuant:

email marketing automation strategy

The email introduces the technology and its benefits. Then, it goes on to offer proof the technology works as well as best uses.

6. The impending purchase workflow

Again, a case study can go just about anywhere in your funnel. One of the best places to utilize it is at the very end.

As we mentioned above, prospects may ditch their cart before completing a purchase.

Other times, they’re just about to click on the cart (or purchase button, or demo request, etc.), and, for whatever reason, they choose not to do so.

Don’t give up on this prospective purchase.

Instead, design an email automation workflow for this particular prospect. As a B2B company with many different customer segments, you may need different versions of this email.

However, broadly speaking, it’s the automated email for prospects who reach the end of your funnel without making a purchase. You might include a helpful push in this email, such as a case study outlining your company’s benefits. You might also consider offering a discount or free trial.

7. The onboarding workflow

Just as you greet prospects with a welcome email, you can reassure these same prospects (and converted clients) with an automated onboarding email.

Don’t pause your email automation workflows with a company just because they converted. You want to show you still care about the company and value their business.

Here’s a very simple example from Mattermark:

email automation workflows

It’s short and to the point, but it also provides a helpful link. Notice the CEO’s dedication to building a relationship with this company.

Depending on your business, you may want to add a video that demonstrates your product or platform. Whatever the case, this email should be sent out automatically the moment you win a new client.

8. The renewal and upsell workflow

Another reason to send that onboarding email? You may eventually need to ask for their business again.

If your company uses set terms, then an automated email should go out when the date-in-question is approaching (not the day it arrives). You want plenty of time to begin nurturing them again if necessary.

You can also automate an upsell or cross-sell workflow, either after their initial purchase or when their contract is coming up. This can increase their lifetime value.

Wrap up

Email automation workflows represent massive value for B2B companies. In fact, they could easily become a competitive edge. Plus, you now have eight different workflows you can leverage to help your company win and keep more clients.

Best of all, automated emails are a small time investment with huge profitability. Which automated workflows will you incorporate into your next campaign? Send them with Delivra and see how easy it can be.


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