Increase conversion rates and turn dead leads into paying customers.
Are your leads going with the flow, or are they just sitting dormant in your marketing database? If you don’t have any automated email workflows set up, your answer is probably the latter — which means you’re missing out on some major opportunities to nurture and engage your existing leads.
Lead nurturing campaigns aren’t the only type of email marketing automation you can use to get more out of your leads database. Think about the leads who are already your customers. Email automation can not only help you convert leads into customers, but it can also help you delight your existing customers and encourage activity like greater product adoption, up-sells, and additional purchases.
Setting Up Marketing Automation Workflows.
If you hadn’t already guessed, email workflows need to be set up using marketing automation software. Different software providers will have different features and functionality, but the concept of marketing automation is pretty universal.
If you’re using HubSpot’s Workflows App, for example, you can create personalized, automated email workflows that can get triggered in a number of different ways — when a lead gets added to a list, submits a form on your website, clicks a link in an email, views a page on your blog, clicks on one of your Google Ads, or becomes a marketing qualified lead.
You can also set up email workflows based on any information you have about the leads in your marketing database, such which product/service pages they view, what social campaigns they engage with, what resources they download, or any combinations of these and more. That’s pretty powerful stuff!