When a customer signs up for your newsletter, you send them an email immediately after, right? This is essentially a mini workflow campaign. The best part? It’s automated. The email is sent—based on a triggered event—without any additional lift from your marketing team.
Now, take that concept and flip it on its head. Instead of starting with the customer action, start with a goal and work backwards to create a personalized, automated workflow that guides customers to the finish line. The more specific your goal, the more elements you can add into your workflow.
Automated workflows guide users to a specific endpoint and, as an added bonus, they can provide your marketing team with helpful insights. For example, if you’re A//B testing an email subject line and notice a clear winner, you can, in real-time, edit the workflow to only serve that subject line to future customers who enter the workflow.
In addition to a webinar that focuses on how to build workflows and three industry-specific must-have workflows, we’ve also created a workflow lookbook that highlights eight workflow campaigns every brand should have under their belt.
Building a Well-Designed Marketing Workflow
In the webinar, Tasmin Singh and Amalia Beckmann, two of Iterable’s Enterprise Customer Success Managers, demonstrate how workflows can have a wide variety of uses. Whether it’s the initial interaction with a customer or a re-engagement campaign meant to solidify loyalty and trust, workflows can be designed to fit a variety of marketing needs.
However, to build an effective workflow, Tasmin and Amalia highlight four key requirements:
- A starting place
- Defined steps
- An end goal
- Monitoring and optimization
While these four requirements set the foundation for building a workflow, you’ll also need to consider the workflow frequency, suppression, and exit strategy.
First, how many messages are you going to send each customer in a given workflow? Then, when are you going to avoid sending customers specific messages, based on previous actions? And, lastly, where users are sent after they’ve completed the workflow?
Lastly, in addition to industry-specific workflows and what they may typically look like, this webinar features welcome/onboarding examples from Calm and Under Armour, an abandonment example from Chewy, and a conversion example from Meetup.
Watch the full webinar for some industry-specific workflow campaign examples.
A Sneak Peek at the Workflow Lookbook
Like we mentioned, the more specific you can get with your goals, the more detailed your workflows will be. You can absolutely use the industry-specific webinar examples for inspiration as you create your own detailed workflows, but, if you’re in the market for even more examples, our new workflow lookbook contains frequently-used, must-have workflow campaigns across all industries.
These campaigns include:
- Welcome/Onboarding
- Promotional
- Nurture
- Abandoned Cart
- Re-engagement
Because there are various marketing channels you can take advantage of as a customer interacts with your brand, there could be multiple workflows per campaign—each dedicated to a different channel.
For the welcome/onboarding campaign, for example, we feature both an email onboarding workflow as well as a mobile app onboarding workflow. For the email onboarding workflow, the goal is to have the user click through the email and then have them set their user preferences. For the app download workflow, the goal is to get the user to download the app and then convert through the app. Different situations call for different workflows, and customers today not only appreciate it, they expect a unique, personalized experience that aligns with their individual journey.
To view each of the campaigns and their corresponding workflows, view the full lookbook.
