Automated Email Workflows Explained

Table of Contents

    Download a copy of the worksheet

    Automated Email Sequence Workflow

    Automated Workflow Email Sequence

    Why build an email workflow?

    1. Nurture. Keep leads engaged and interested during the proposal process.
    2. Authority Builder. Showcase that you are the leader in your industry and an expert in your field.
    3. Sales. The Sales team can see what emails and content the lead has engaged with so there’s a higher chance they’ll be interested in what your business has to offer.
    4. Relevancy. With email workflows, you can make sure they’re completely relevant to the recipient. 
    5. Personalization. Email workflow tools can also add other personal information like location, the company they work for, and much more.
    6. Reduce errors. With email automation, you can reduce missed emails and errors. Making spelling mistakes or hitting send prematurely can cause the email recipient to have less trust in your company.
    7. Time saver. One less email to worry about.

    Video Transcription

    [00:00:00] Hey there. So I’m going to walk you through how we build out email automation and email workflows. We have a little bit of description about why we want to build out an email workflow, but I think one of the biggest things is it’s a time saver for us.

    [00:00:14] So it’s important that we put this together properly. This doesn’t mean that we can’t go back and make adjustments later. This is always testing and iteration, but let’s begin by understanding the three types of workflows that we’ll build out for you. If you click here, you’ll get a larger version of this and it looks like this.

    [00:00:35] And let me see if I can get, so you’re gonna see the version that actually is my edited version. Can I, there we go. Okay. We have, let me make this a little bit smaller. Let’s do 70%. All right. So workflow one, workflow, two workflows, three. Workflow one is typically our subscribers.

    [00:00:54] These are people that are downloading some kind of ebook or document or a checklist, and it’s typically [00:01:00] related to something that’s gonna provide extra value. Normally people are not going to email you or give you their email address without some kind of benefit to them. Now you can’t control what people do when they get that document, or if they’re ever gonna be super engaged with it.

    [00:01:17] But one of the things we want to do is to help with that engagement is to not just let them the download, but to follow up with the sequence of emails that are somewhat related to the topic of the ebook they just downloaded. And again, the purpose of this at every instance here is we’re encouraging them to either book an appointment, maybe follow you on Facebook or give them some kind of call to action.

    [00:01:41] Let’s keep them engaged. Let’s keep them doing something. So what happens is somebody downloads. They get a thank you page where you can decide if you want the ebook to be on the thank you page. Necessarily recommend it, but here is where they get added to the email list and that very first email they get is the download this now.

    [00:01:59] [00:02:00] Don’t make a big fuss about it. Don’t try and make this super long email. It should just be, Hey, it looks like you subscribed. Thank you so much. Here. It is just, that’s it. If you have any questions, feel free to reply to this email or something like that. Then we have a series of emails that are again, related to the topic, helpful resources that could be four or five, maybe books, or videos that you like.

    [00:02:22] They don’t have to be your books. They don’t have to be your emails or your videos. These could be videos that you find credible that maybe you’ve shared in the past with your clients to help explain a process. In the third email, again, another value was added. This could be something that you’ve written, maybe an article, maybe a video.

    [00:02:39] The fourth is a series of frequently asked questions. If you’re in the construction field, it might be, how long does it take? What’s the process look like? Who does the design? You’re gonna provide frequently asked questions that are more related to this top funnel process where people are brand new.

    [00:02:57] They’re still making some decisions. So it’s [00:03:00] always that top of funnel frequently asked questions that you get during the sales call. Then the fifth maybe might be another education. I’m not saying you need to do all five of these. You could do six, you could do three, but you want to kind of break these out. Every other day they get an email from you. We don’t want to spam them. Throw ’em too much at. Especially if all they’ve done is requested an ebook and always provide value. Maybe the third one you might say, Hey, if you’re interested, schedule a call with us.

    [00:03:26] We’re not pushing this on ’em we’re not trying to, to get the immediate sale. It’s all about engagement. It’s all about getting people to see you as an authority and share your knowledge and your. 

    [00:03:39] The second workflow is the decision stage. This is where somebody filled out an estimate. Now we they’re a bit warm. These are people that have actually made the decision to reach out to you for a service. Similar to this one. We’re gonna have a thank you page. And what I recommend is a video from you telling them what to expect. So they’ve submitted an estimate request or a consultation. Maybe they’ve set up an appointment, a video from you explaining. Hey, great. We’re so helpful. We’re so glad that you’ve reached out to us. We’re gonna take a look at your estimate request and we’re gonna get back to you within about, you know, you can, whatever timeframe is best for you an hour, five hours, 24 hours, whatever works for you. And put that on the thank you page. It’s just one level of touch that most people don’t do. So you, you might be different. Immediately they’re added to the email marketing list. They might be tagged and that way I know this person, by the time they come here, I can see they’ve downloaded the checklist. They’ve clicked on some links. They’ve opened up emails. So now we can actually see that walkthrough of what that looks like and what your typical journey is of a client.

    [00:04:44] And now. this might be a little bit different than the download because they already have made the decision to talk to you. So let’s expand on that. Give them a confirmation of a schedule. Now, if they haven’t done that yet, you might encourage [00:05:00] them to schedule some time. This, not be appropriate for you if you immediately pick up the phone and call somebody. Email too might be a little bit more about the company, your history, your values, your mission, and your staff. The third one could be testimonials, awards you won, or a case study that might be appropriate. 

    [00:05:19] One thing also to consider is if, say you’re in a construction space and you’ve got somebody asking about your kitchen remodeling. And another person is asking about bathroom remodeling. Well, your emails and case studies could be separated out by that specific tag that gets added to them that says this person’s only interested in kitchen remodeling. So let’s send them case studies of examples of kitchen remodeling that you’ve done.

    [00:05:45] Right? Same thing with bathrooms, same thing, whole home, attics, basements, roofing. The next would be our process, an email about how you work. You could either be [00:06:00] an infographic. It could be an explanation, a list of how you work, the first step, second step, third step, and then what to expect ongoing. The fifth, again, is another value-added education dependent on what that client is looking for. Then we have the third workflow is what we call an anti- follow-up workflow. This is somebody that you already sent the proposal and instead of bugging them, Hey, did you get it? Did you open it? What do you think? Do you have any questions? 

    [00:06:26] Having a bunch of these phone calls and separate emails, let’s go down that same route and just provide value. We’re gonna move that contact into what we call the follow-up sequence. And there’s some automation that occurs here where I move them over. 

    [00:06:40] You could have a quality check process that you do. This series is really meant to establish your authority again, but you’re mentioning things that maybe you couldn’t put all of it in your proposal. Maybe this is more [00:07:00] things that you want to expand on that the proposal just could not, or that conversation had just could not do so.

    [00:07:08] Again, education, an article, a video, maybe this email could be an upsell. Maybe this is an additional feature or service that you provide that they didn’t quite consider. Maybe they didn’t know you did. Because they only asked about this, and you provided a proposal based on that request. And this could be upsold or additional services you provide. Email five is a timeline and then the six could be the, are you ready?

    [00:07:38] Instead of again, having a constant where are you? What do you think? Don’t forget through every one of these, you can tell when they’ve opened up this email. So by the time you get to email six you’ll know if they’ve opened anything up. If they haven’t either they’ve turned off the ability. Some there are some computers that can actually turn that off and you, you really don’t know. 

    [00:07:58] They’ve put themselves behind a [00:08:00] firewall, but most often you can tell they’ve opened the email. In between here from a sales perspective, I would still pick up the phone and have, and talk to somebody. But this is just a gentler way of staying in the loop, top of mind, and what we call that anti-follow-up.

    [00:08:19] So these are just the different versions. What we’re gonna do is you’re gonna get an open sheet where we might already have some of this completed for you. We might have had some experience in the past, or we’ll come up with something just to get you started.

    [00:08:34] And I’ve got some examples here. If you’d like, just go here, you can copy-paste this and season it to taste and put your own spin on it. This hello name. This is typically the automated field that gets used. So we personalize each email. Go ahead and just keep that, keep your signature, because that’ll again, pull in your name, your title, your phone, all that gets pulled in [00:09:00] automatically through we use active campaign.

    [00:09:01] You don’t need to change this. There are other things like, “Hi Joe from [company] name.” We can put that personalization in there but don’t worry about that inside here. We’ll take care of that ourselves, and again, these are recommendations. So a workflow we might have a confirm the consult at about us, some testimonials and some of this we can pull from Google business, maybe from BBB, from Yelp. 

    [00:09:24] And it’s just a list of people that have talked highly of you. Maybe our process, our education. Do not feel like you have to have this subject. This is just us giving you some guidance. 

    [00:09:37] One other thing, don’t forget, add some video if you want. Create a simple YouTube. We can embed it. We can link to it. And again, each one of these should have some kind of call to action. So either learn more, watch this, download, subscribe, schedule now, whatever that is, each one of these would have some kind of call to action. 

    [00:09:56] Now, once we get this all approved, we’re gonna come here into email automation.

    [00:09:59] [00:10:00] We have a very simple spreadsheet that actually one of our clients created and we’ve just kind of expanded on it. And what we’ll do is we have the different stage numbers. In your case, there might be three, four, or five. Who’s gonna get this? So here’s, we have the client obviously is gonna get it, but you might have a copied version over to maybe a third party or maybe billing or info or sales, whichever.

    [00:10:24] So that person can see that the email was sent. And you might reply to it separately outside of the system. So it’s a good way of establishing that kind of workflow. 

    [00:10:35] Description of the stage. We’ve got some conditionals here. So if they click this, maybe take ’em out of the automation. Maybe they’ve signed the proposal. Remember here, we’ve got the proposal has been signed and maybe it’s stage three, the proposal will sign. We don’t want to send ’em four or five and six cuz they’ve signed the proposal. So we might want to move them out of this workflow so that they don’t continue to get emails from [00:11:00] us.

    [00:11:00] Other conditionals might be, if their bathroom, they get this set of content. If they’re kitchen, they get this set of content. If they’re only entered in bookkeeping, they get this. If they’re only entered in accounting, they get that. 

    [00:11:13] We need to know which emails. So if we are sending it to sales, what is that specific email address?

    [00:11:18] The deal stage. This is typically when we have deals inside activecampaign. HubSpot, I believe has the same thing where we move people through that process. In this case, we might not be doing that here, but, for example, these two might be deals where somebody has reached out for an estimate request.

    [00:11:39] And let me show you quick. I’ll show you what this looks like. So here are the deals. 

    [00:11:44] Here’s the lead pipeline contact we’re positioning. Getting our research together. We’re sending out a proposal. We’re putting people into anti-follow up.

    [00:11:54] Then we’ve got some people I don’t want to put them in a follow-up because they’ve already said, yeah, we’re, we’re [00:12:00] good to go. Just send us the proposal. So I don’t want to put them any kind of system. So this does not kick off automation. 

    [00:12:06] Then these people actually are now clients, and we can kind of track that, but that’s essentially what that looks like.

    [00:12:14] And any tags that we are gonna add. So a lot of the automation is based on different tags. And if we have a specific title, so we might have ‘workflow one, download checklist,’ ‘workflow one, download workbook,’ or something like that. 

    [00:12:34] When somebody completes that subscription, they get a tag called ‘download list,’ ‘download workbook.’

    [00:12:46] And again, we have our tags here. This might be ‘completed’ or ‘estimate request.’ This might be ‘anti follow up’ so that we can tell every person that’s gone through the process what they’ve done and we can do [00:13:00] conditionals based on different tags.

    [00:13:01] Now not everybody is gonna have deals. Most, most folks are just getting a, a simple workflow set up. If somebody is given a tag, then it kicks off the automation. But another level is this ‘deal stage.’ But it’s another level and it would require an additional fee because it’s another level with activecampaign. If you’ve got that within HubSpot, again, it might be an additional fee because it’s more of a CRM, than it is email marketing.

    [00:13:33] I thought I’d share that with you.

    [00:13:34] Take some time to provide what emails you would like. Feel free to change these topics and we’ll get started. Thanks so much.

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    Christina Hawkins

    Since 1999, Christina has been designing and building exceptional websites partnering with small businesses to help them grow and increase revenue. With many years of experience in creating thousands of websites, she understands the need for continuing education in her field and, therefore, is constantly learning and teaching others about internet marketing and digital processes. In addition to her ability as a digital marketer, Christina serves as a coach and mentor with Agency Mavericks to other digital marketing freelancers, helping them grow their businesses. She is a sponsor and co-leader of Houston's WordPress Meetup. Recently, she spearheaded the next Houston WordCamp 2020 as its coordinator after a 10 year hiatus. She is currently President of the Houston Interactive Marketing Association.

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