Email Marketing Feature: Automation Workflows
Email automation workflows is an advanced marketing automation feature offered by many Email Service Providers (ESPs).
Workflows allow you to use a variety of “if > then” type of rules to automatically send personalized email messages to the right users/customers at the right time.
According to ESPs, using workflows may help in creating a stronger relationship with your customers and may overall be profitable to the business.
Workflows allow you to design a sort of marketing “maze” in which the subscriber enters. Based on a user’s specific actions and preferences (which are tracked), the user receives the most relevant set of email messages.
ESPs often offer the workflows in a visual drag and drop (or drop down choices) interface which helps the marketing team better visualize their marketing strategy and funnels.
(Image : Example automation workflow from Infusionsoft)
Another value proposition of using workflows is that they are non-tech marketers friendly. You don’t need to be an IT guy or a developer to use them.
ESPs usually offer workflows as a premium feature.
Some ESPs provide pre-built workflow templates based on email marketing best practices as a value-added feature. These can be easily customized and deployed quickly.