What Is an Email Workflow?: Definition, Benefits and Examples

An email workflow is a series of automated emails that are sent based on the subscriber’s contact information, behavior, or preferences. These emails work together to accomplish a goal, like on-boarding a service or purchasing a product.

Email workflow is an important concept for businesses to master in order to remain competitive in the modern digital workplace. An effective email workflow helps ensure that emails are handled in a timely fashion, increasing customer satisfaction and productivity. It also helps organizations streamline their processes and optimize their internal communications.
Email workflows can consist of a variety of processes, ranging from automated responses to personalized customer service emails. It’s important to have the right tools, processes, and protocols in place to ensure efficient and effective communication. In this blog post, we’ll explore the steps to setting up an email workflow that works for your company. We’ll also discuss some of the best practices for maintaining efficient and effective communication throughout your organization.

High-Converting Workflows & Sequences That You Can Copy, Paste & Send – Email Marketing Unlocked

Benefits of email workflows

Workflows are used by businesses to follow up with prospective sales leads and offer some of the following advantages:

What is an email workflow?

A series of automated emails sent to potential clients as they meet pre-established criteria is known as an email workflow. Customer actions or time periods trigger the automated emails. For instance, you might send a pre-written email to customers who haven’t opened your emails in a few weeks or who have been viewing particular content on your website.

You can keep customers interested in your business by using an email workflow to send them emails relevant to their experience without having to personally follow up. Your email list can expand and be more effective if you use an email workflow. They also assist in segmenting your customer base so you can monitor where they are in the sales process and their propensity to buy. To carry out email workflows, businesses typically use customer relationship management systems or email automation services.

How to set up automated email workflows

A series of emails tailored to particular circumstances are used in a productive workflow. Businesses send these emails according to a predetermined schedule that guides potential customers to your objective. You can use email automation or customer relationship management services to create your workflow by following these steps for various scenarios:

1. Identify your email recipients

Personalization is one of the main advantages of establishing an email workflow. Consider who you are speaking to for each workflow you design in order to take advantage of this benefit. This will help potential customers feel like your emails are more relevant to them, which might persuade them to interact with your product.

2. Establish a goal for your workflow

Different workflows can accomplish different goals. For instance, you might want to direct your customers toward one of three objectives: making a purchase, visiting a website, or completing a survey. Consider which goal you are focusing on before you start because each goal will require a different workflow. You can create the path you want the customer to take once you know where you want to take them with your workflow.

3. Create enrollment criteria

Customers receive emails that are relevant to them thanks to content created specifically for them. Think about what behaviors or qualities would make a customer eligible for your workflow. Then you can designate those requirements as the workflow’s trigger.

You can make sure a customer receives content relevant to their location, for instance, if they reside there. You can create a workflow that sends pertinent content to a list of all your customers in one region.

Customer segmentation can be used to adapt workflows to the needs of your customers. You can create lists of your customers based on their demographics or purchasing patterns, and then use those lists as enrollment requirements for pertinent workflows.

4. Gather your content

Think about ensuring that each email in your workflow series is distinct and appealing to the eye. This might increase the likelihood that the recipients of the email will interact with it and help you reach your goal. You may want to:

5. Create the initial email in your workflow

The first email lays out the route that will take your customer to your desired outcome. From here, a workflow typically diverges into different directions. Consider creating a path for each potential customer action. Consider creating a path for each link in your initial email, for instance, if it contains several links that the customer might click.

6. Consider timing

Consider what time period will result in a follow-up email because it might take a while for a client to access an email. For instance, if your client clicks a link immediately, that action might result in the sending of another email. As an alternative, it might be a good idea to send a follow-up email if readers haven’t opened the initial email after three days.

7. Establish your paths

Think about the actions your workflow encourages the customer to take after they have read the initial email. Every email in the series corresponds to a stage in the customer’s journey toward reaching your sales objective. Think about consulting your sales process to determine the emails’ timing and the most effective ways to guide customers toward your objectives.

8. Create your settings

program settings to improve the frequency and specifications of your emails For instance, you might want to set up settings so that emails are sent during the week if your customers don’t open them on the weekends. This can make your workflows more targeted at your customers and more purposeful.

If a customer fulfills certain requirements, such as finishing the intended task or requesting to be removed from your email list, you may also want to create settings that remove them from the workflow.

9. Monitor your workflows success

Once your workflows are in use, you can monitor their effectiveness at guiding customers toward achieving your goal. With this data, you can precisely segment your customer base and adjust your workflow for greater efficiency. Although workflows are automated, you might still want to update them with new data and interesting content to keep your customers interested.

Examples of email workflows

Here are a few instances of typical email workflows that can promote client engagement:

Welcome workflow

In order to capitalize on their initial interest in your business, this workflow welcomes new customers to your email list and gives them information about your business and product.

Trigger: Signing up for your email list


Lead nurturing workflow

This process is for clients who have expressed interest but may require additional assistance to complete a purchase. You can configure this workflow to advance them in the sales process.

Trigger: Several page visits or other behaviors that indicate interest


Events and reminders workflow

This process updates your clients on business happenings and keeps in touch with clients who show an interest in the events. Emails such as scheduled reminders of the time and location may be a part of this workflow. Following the event, a workflow can contact attendees with reminders about it and advertisements for related future events or products.

Trigger: Registering for or attending an event


Promotional workflow

By sending out emails with limited-time promotions based on the browsing patterns of customers who haven’t made a purchase, this workflow is used to attract potential customers.

Trigger: Repeated browsing


Holiday workflow

It can be a good idea to contact customers and offer promotions or discounts around birthdays or other important dates.

Trigger: Significant date


Free trial or course workflow

Customers who sign up for a certain service might need encouragement to keep using it and eventually upgrade from a free or low-cost service to a more expensive one. This workflow promotes additional services.

Trigger: Customer signs up for a free trial or course


Customer Service Workflow

This process can help you learn more about your customers’ experiences and possibly advance potential customers through the sales process. Customers can be contacted through a survey, or a workflow can be established to address inquiries or grievances from customers.

Trigger: Following a transaction or when a client complains


Purchase workflow

Customers can receive their confirmation information, shipping information, or any access credentials they need from this workflow. Additionally, their purchase may start a workflow that sends them updates on additional products that are comparable to their purchase.

Trigger: Customer makes a purchase



How many emails should be in a workflow?

Determine Relevant Content The average email workflow lasts three emails. If you need to, you can always extend them, and if a lead converts right away, the workflow will give up on them. Working backward is, in my opinion, the simplest way to begin writing an email workflow.

How would you describe an email workflow to a colleague?

An email workflow is a series of automated emails that are initiated by user behavior or data, such as placing an order, abandoning a shopping cart, subscribing to a newsletter, registering for an event, etc.

How do I set up email automation?

How to set up email automation for your small business
  1. Step 1: Choose an automated email service provider. …
  2. Step 2: Formulate your email strategy. …
  3. Step 3: Map out your workflow. …
  4. Step 4: Build segmented lists. …
  5. Step 5: Analyze the metrics.

Why is email flow important?

Email flows are fantastic for connecting with your leads, converting them into customers, and then bringing them back for repeat business, which is why they are so important. And they provide any brand who properly implements them with three enormous benefits.

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