An Ultimate Guide to Building Your Automated Email Marketing Workflow

In a world of e-commerce and remote online marketing, keeping as much contact with your customers as possible is essential. Making cold calls or having your customer queries on hold is not enough.

Have you ever wondered if it would be possible to send mass emails to your customers without having to send them manually? Wouldn’t it be great if there was a way to do it automatically?

Well, that’s where an automated email marketing workflow can change your life.

What is an automated email marketing workflow?

It’s a wordy phrase, but essentially what it means is using your RPA implementation to send automated marketing emails in response to specifications your customer meets. So, for example, if they sign up for your mailing list, they might receive a “Thanks for signing up! Here’s what’s next…” email.

Some more examples are:

  • “A few tips to get you started.”
  • “We’d love your feedback on…”
  • “Thanks for your order!”
  • “Your order has been sent”.

Do you see the pattern? In all cases, the customer performs an action, such as making a purchase or creating an account, and the corresponding email is sent.

As you can imagine, this is extremely useful for brands that predominantly operate on online platforms. Our world is so fast-paced that keeping your buyer’s attention, or getting them to buy again, can be really hard. However, investing in custom SEO services ( or a strong automated email marketing workflow can go a long way in improving your customer retention rate.

This article is a step-by-step guide to creating the best possible campaign, so read on to find out how.

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1. Decide your goals

The first step in planning your campaign is deciding what you want to get out of it. But more importantly, what are your customers going to get out of this?

Do you want them to:

  • …sign up for something?

Once you decide what you are trying to get the customer to do, it will be much easier to determine what actions to take.

Now might be the time to use one of those project planning tools everyone is talking about. Remember that for a campaign as large and complex as this one, planning is absolutely crucial and will save you a lot of time and effort in the long run.

2. Criteria and Actions

These are the two most essential steps to building the foundation of your automated email marketing workflow campaign. Think of it this way: criteria is at the customer end, and action is at the end of the communication flow.

For example, a criteria could be that the customer clicks “confirm” on a newsletter subscription page. The met criteria would trigger a corresponding custom action, such as sending a confirmation email to the customer contact.

This is where using a CCaaS platform can really come in handy. This collects data about your customer base, letting you know which tasks and actions are completed most frequently on your website. Which pages are the most popular? What is the busiest route on your website? How long do customers stay on each page? CCaaS platforms are your best friend when it comes to answering these questions.

Answering these queries gives you an excellent head start in building a set of standards for your workflows. You can tailor your approach and target those areas more often by learning where customers land and what they do most often. This will increase your customer engagement and drive sales and conversions.

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3. Frequency

Congratulations, you’ve done the hard part. Now you can make fun decisions like how often to send emails and what they’ll look like.

Are you going to ensure that the customer receives an email every time they complete an action on the site? This might not be the best idea, especially if they are frequent users of your site.

Too many emails in a short period of time will become annoying and cause customers to unsubscribe, or even stop buying from you altogether. Not to mention, those emails could end up in the spam folder, and no one will be able to see all your hard work.

Instead, consider designing your criteria to be met every other time they complete an action, or once per week, per month, etc. This way, your customers won’t be bombarded with multiple emails a day yelling at them to complete steps they have no interest in completing. God knows there’s enough of that on the internet already.

4. Designing your emails

This is where you can flex those graphic design skills. Making sure your emails are visually appealing and functional is essential; otherwise, a scenario like the one described above could occur.

Fortunately, there are plenty of campaign templates out there to help you with your design. Here, we also have some simple tips to ensure your emails are the prettiest out there.


Be sure to incorporate the color scheme you use for your website in your promotional emails. That way, customers will immediately recognize them as yours before they even read them.

don’t cram it

If someone is receiving a workflow email, they probably already know who you are and what you do. So don’t waste valuable space, including a biography of yourself or your company – get right to the point and tell them what they need to know.


It sounds obvious, but you wouldn’t believe how much of a difference a good font can make. Make sure the font you use for your campaign is legible, of a good size and accessible. Don’t forget that people with learning disabilities are just as likely to receive email as anyone else; in this case, it is recommended to select a sans serif font such as Arial, as it appears less cluttered.

It’s also worth keeping in mind that non-native English speakers may also be on your mailing list, so keep your language clear and engaging without being too complicated.

Image credit: Unsplash; Thank you.

5. It’s time for a meeting

So, you’ve done the math and drawn up your designs, now what? Well this is where I’d be beneficial to make video calls to your team, so they can look at your plan and see what can be improved. A fresh set of eyes can do a lot more for your campaign’s progress than looking at it over and over again.

You can also use cloud PBX services to make sure people in all departments can be reached, but at the end of the day, it doesn’t matter what you do, as long as you find the best conference calling service for you. .

Some things to consider during this meeting:

  • Does the campaign appeal to all members of your team? For example, different age groups, gender or interests.
  • Is there enough information in your email? Too? Is the objective clear?
  • Is everyone okay with the look of email? If not, why not? Is it a personal taste or has there been a mistake somewhere?

Collaborating in this way can take your campaign to the next level.

6. test

Now things are getting serious. Your workflow ideas have made it past the board meeting and now it’s time to test. But what should you be looking for?

First, you will need to decide on a test method. You can do this in-house or by using free email marketing providers. Whatever you choose, there are a few things to keep in mind:

  • Does the frequency feel good? Should you send them more often? Less often?
  • What feedback do you get from your test subjects? Listen to them and adjust accordingly.
  • Keep track of your tests. For example, how many people complete the actions set out in the email? How many people are being converted thanks to them?

Of course, you can never really know what your workflows will be able to do for your business until you take it out into the real world. Luckily, that’s the next step.

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7. Go live

That’s it. The campaign is finally ready to be launched. There is nothing more to this step than watching and waiting, which can be stressful but also very rewarding. It’s always a little scary when something you’ve worked hard on comes out into the world. But remember: the work does not stop here.

Monitor your campaign closely, especially during the first few weeks. Does everyone who is supposed to receive the emails receive them? Are customers doing what you need them to do? How do these marketing workflows influence your statistics? Tracking this would also help reduce the churn rate.

8. Enjoy the results

You’ve done it. Give yourself a pat on the back. All of your hard work has paid off, and all of your loyal customers enjoy receiving thoughtful, professional emails.

If everything went according to plan, your automated email marketing workflow will increase your engagement and conversion rates. By reminding customers of current offers, member benefits, and sign-up perks, you can be sure that customers will remember your brand and come back to you again and again.

And then they clicked “Open”

Your campaign will need regular updating to ensure your customers are aware of all the new offers and information coming their way, but that’s where having an RPA system in place can come in handy – you’ve already programmed it to do all of that for you. . You can even add sales process automation to make things easier for your sales team.

Ultimately, these types of marketing workflows are all about informing people, letting them know what’s going on, inviting them to better deals and customer benefits, and giving them a great experience all the way around. Good luck!

Top image credit: MockupEditor-com; pexels; Thanks!

grace lau

Growth Content Director

Grace Lau is the Director of Growth Content at keyboard, an AI-powered cloud communication platform for better and easier team collaboration. He has over 10 years of experience in content writing and strategy. Currently, he is responsible for leading brand and editorial content strategies, partnering with the operations and SEO teams to create and nurture content. Here is his LinkedIn.

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