March 01, 2021 | B2B Marketing

Love it or hate it, email marketing should be a strategic part of your B2B or ABM strategy.

Email is naturally personal and conversational. It lets you build connections you can’t build on platforms like your website or noisy social media. Plus, email service providers are packed with AI-powered features, useful data, and user-friendly email workflow automation to help you build a perfect strategy for your goals.

So, if that’s true, why aren’t most B2B marketers using email?

While marketers know they should use email, most actually don’t. 87% of B2B marketers told Content Marketing Institute that email is their second-favorite tool for distributing content – second only to social media.

By analyzing email behavior for three months, however, Super Office found that 59% of B2B marketers did not send a single email campaign. The rest only sent one email every 25 days, on average.

Chances are that marketers feel intimidated or experience decision paralysis with all the automation features, not knowing where to start. Start with some simple workflows to build a nice rapport with customers and familiarize yourself with the tools.

What is an Email Workflow and Why Should You Automate It?

You’ve probably received several automated email workflows from your favorite retail brands.

Email workflows include campaigns surrounding specific topics – like buying something, abandoning a shopping cart, or RSVPing to an event – and are delivered after the subscriber does something to trigger relevance for the email.

These are your welcome emails, thank-you emails, and most consumer emails in your inbox except newsletters or company announcements.

Triggered workflow emails deliver much better engagement because they’re timely and relevant. Triggered campaigns tend to provide 44% open rates and 23.59% click-to-open rates, compared to just 20.48% and 13.86% for newsletters, respectively.

You should automate them because it’s easy, cost-effective, and efficient. Imagine watching your email list and choosing a personalized welcome campaign based on the landing page where the subscriber converted. Imagine doing this manually for any type of email campaign.

Even if you already had the personalized emails designed and optimized, constantly analyzing your subscribers and manually sending the campaigns is quite the tedious task. Plus, the AI-powered email workflow automation tools already built into your email platform can complete the job more efficiently and accurately.

10 Email Workflows You Should Always Automate with Personalization

You probably prefer receiving triggered workflow emails from consumer brands unless they cross the line into creepy territory. Unlike generic blasts, they include more relevant content like personalized fashion or streaming recommendations. Your B2B buyers want more relevant email content too.

Start with some of the simpler email workflow automations here and work your way into the more advanced ones as you get comfortable and familiarize yourself with the tools.

1. Account-Based Welcome Series

Any type of email welcome series is better than none.

However, a new subscriber’s email domain can often tell you where they work, giving you the perfect chance to send them a personalized welcome series for their account.

2. Event Registrations and Follow-Ups

Event registrations can also tell you a lot about a subscriber’s interests, industry, and pain points.

Use signups to place attendees into personalized workflows based on their firmographics, job role, or behavior.

3. Personalized Customer Onboarding Series

Every new customer deserves a personalized email workflow. Don’t you?  Use info about the product along with the data they provided about their company, pain points, job role, or goals to introduce yourself.

Include relevant tutorials, testimonials, configurations, and support contacts.

4. Milestone Email Workflow Automations

Email workflow automations for milestones can use data either on your company or the customer themselves.

Think of your annual Spotify wrap up – how could you create something similar for your B2B customers?

5. Free Trial Email Workflow Automations

Free trial email workflow automations include personalized offers, content, and testimonials based on how the subscriber used your product during their trial period.

Some of these campaigns, especially in SaaS, can get overbearing, so put yourself through the workflow to test it.

6. Industry-Based Lead Nurturing Series

Account-based nurturing emails can get overwhelming without the right strategy. However, industry-based nurturing emails still offer more relevant content for each lead without the same level of research and development that ABM demands.

7. Customer Engagement and Loyalty Series

Customer loyalty email workflow automations provide an excellent place to dip your toes into account-based marketing.

Use data you have on your customers, their behavior, and even intent data to send relevant upsells, product tutorials, surveys, VIP events, and other content.

8. Role-Based Email Automation Workflows

You can use role-based email workflow automation to connect with both existing customers and leads.

Glean insight about a subscriber’s job role from their email itself and integrated public data from places like LinkedIn. Design campaigns based on relevant pain points, influence, and interests.

9. Personalized Re-Engagement Campaigns

Re-engagement campaigns aim to activate dormant customers or subscribers.

Analyze their prior engagement with your website and older email campaigns for some insight and create a super interesting campaign to hook their attention.

10. Internal Email Workflow Automations

Finally, don’t ignore the power of email automation workflows for uniting marketing, sales, and customer service.

Perfect for priming departments for ABM collaboration, use automated emails to inform sales reps of qualified leads, brief customer service on new clients, and send insight reports on sales/customer service data to marketing for ongoing improvement.

Make Email Workflow Automation a Part of Your Broader Strategy

Marketers know email is an important tool for distributing content and connecting with their B2B buyers and customers, but most aren’t even using it.

With so many channels and platforms to manage, it’s possible that email simply gets forgotten—and although email service providers offer some of the most advanced and user-friendly built-in personalization tools, they still take time to learn.

Plus, designing and writing the personalized campaigns themselves just creates one more job.

Hopefully, this post has inspired you to rethink how you use email as part of your strategy. Start small with email workflow automations for welcome series. From there, move onto onboarding and others. Give yourself time to learn the tools and your subscribers.

Let’s connect over some marketing tactics and conversation! Check the Televerde Resources and Events Hub for one of our upcoming Morning Marketing Mugs that sparks your interest.

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