What is Marketing Automation Workflow and How to Create One?

Vibhu Satpaul

Jul 15, 2024

10 min read

Table of contents

What is marketing automation workflow?
What do you need to know about marketing automation workflows?
How to create marketing automation workflows?
Top 10 marketing automation workflow examples
How does Saffron Edge help in marketing automation?

Would you like to generate more leads, engage and retain your customers, and save time simultaneously? Then, you need to use marketing automation workflows.

It’s no wonder that automated messages drove over 29% of all email marketing orders in 2022. Workflows help to increase sales and engagement.

For example, a welcome automation workflow would be sent to new subscribers, whereas a cart abandonment workflow would be sent to visitors who added items to their cart and left without purchasing (something 85% of consumers did in 2022!).

In these instances, the recipients would need very different messages.

What is marketing automation workflow?

A marketing automation workflow is a series of automated actions that are executed based on predefined triggers and rules. It is designed to streamline and optimize marketing tasks.

These workflows can include sending emails, scoring leads, posting on social media, and more, all aimed at nurturing leads, engaging customers, and driving conversions.

By automating repetitive tasks, businesses can ensure consistent and personalized communication with their audience, improving efficiency and effectiveness in their marketing strategies.

An automated email workflow frees up your time, contacting your subscribers while allowing you to focus on other tasks with the help of marketing automation services.

What do you need to know about marketing automation workflows?

McKinsey research has even demonstrated a 40% revenue increase for companies that have mastered personalization.

Before you create your first marketing workflows, here are a few things that can help to improve their performance:

Segmentation: Segmenting your audience ensures you send the right message to the right person at the right time and allows you to create much more personalized campaigns. Instead of sending the same email to everyone, you can tailor your communication based on the recipients’:

Location
Demographics (e.g., age, gender, occupation)
Browsing or purchasing history
The amount of money they spend with you
The likelihood of them unsubscribing from your list

Automation Triggers: Once your marketing automation workflow has been created, the next question is, what will trigger it? Triggers will vary based on the workflows, such as:

Filling out the sign-up form, triggering the welcome email
Visiting a specific product page, triggering a product abandonment workflow
Adding an item to the cart and leaving, triggering a cart abandonment workflow

A/B Testing: Creating messages is only step one. Next, you need to check that they resonate with your audience. The best way to do this is A/B testing—having at least two communication versions running simultaneously and comparing results to learn which performs better. You can test several variables to see which drives the most open, click, or order rates, including the following for emails:

CTAs
Subject lines
Body Content
Personalization, such as mentioning the recipient’s name

SMS Campaigns: You could monitor open and click rates for SMS campaigns. It’s even possible to see which channels drove the highest overall amount of completed orders on your store pages. One option would be to send an email with an offer and follow up with an SMS if the recipient hasn’t opened it within two hours. Some brands use SMS to alert people to time-sensitive emails or push notifications to boost site traffic.
Communication Channels: The evidence is conclusive: using multiple channels in your marketing workflows increases sales. The increase is not small: marketers that used three or more channels in a campaign had an order rate 494% higher than those using single-channel campaigns, and incorporating push messages drove a 614% higher order rate.

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How to create marketing automation workflows?

Marketing automation can seem daunting, but it's easier than you might think. Let's break down the key elements of an efficient marketing automation workflow to help you get started.

Triggers

A trigger is an action or event that prompts your technology to move to the next step in the workflow. Triggers are usually based on user actions or periods of inaction. For example, in ActiveCampaign, you can set up triggers like submitting a form, clicking a link in an email, making a purchase, and more.

Actions

Actions are what your marketing automation platform will do in response to a trigger. If the trigger is the "if," the action is the "then." For instance, if someone opens an email (the trigger), your system might send them a follow-up email (the action) 48 hours later.

Conditions

Conditions must be met for the system to complete the triggered action. For example, you might set up a workflow where the trigger is a customer making a purchase, and the action is to send them a discount code for their next purchase. However, this action will only occur if the initial purchase was $50 or more. Conditions ensure that actions are only triggered under the right circumstances and can also guide different paths for users based on whether conditions are met.

Time Controls

Time controls, or flow controls, determine exactly when an action is taken. Most automated marketing tasks happen on a delay, ranging from a few minutes to several days or weeks later. When building a marketing automation workflow for your sales funnel, remember:

The trigger tells your system that an action must be taken.
Conditions provide guardrails to ensure the action is appropriate for the contact and situation.
Time controls determine when the action is taken.
The action engages with the contact to deepen and continue the relationship.

Putting It All Together

What makes marketing automation workflows so powerful is that, after an action is taken, the user can set off a new trigger, starting the next step of their customer journey. This cycle of engagement leads to an improved customer experience, higher retention rates, and increased revenue.

By understanding and implementing triggers, actions, conditions, and time controls, you can create effective marketing automation workflows that streamline your email marketing automation efforts and enhance customer relationships. This approach ensures your strategies are optimized for success.

Top 10 marketing automation workflow examples

Let’s explore the following 10 growth marketing automation workflows for growth:

Welcome Automation Workflow

Trigger: Subscribe to or purchase a product/service
Description: A welcome email is the first message a new contact receives after signing up with you, and they have an average open rate of 30.69%—more than 202% higher than usual email campaigns. They can be individual messages or a series of messages, and we usually see a series of three emails generate better results.

Browse Abandonment Automation Workflow

Trigger: When browsers leave important pages
Description: Browse abandonment automation workflows help you to re-engage visitors who look around your website but leave without taking action. The goal is to return them to your site to recapture lost conversions.

Product Abandonment Automation Workflow

Trigger: When the visitor lands on a specific product page only
Description: A product abandonment workflow is similar to browsing abandonment emails but with one key difference: they’re sent to view only specific products. In comparison, a browse abandonment email is broader and more general.

Cart Abandonment Automation Workflow

Trigger: When visitors add a product to their cart but don’t finish the purchase
Description: Cart abandonment is one of the most popular marketing automation workflows. It’s also highly effective—using this workflow, Snatcher Online generated over $120,000 in under one year.

Order Confirmation Automation Workflow

Trigger: When visitors complete the transaction
Description: Order confirmation emails are among the most effective in terms of open and click-through rates. That’s largely because the person has made a purchase and is expecting the email, which typically includes details of the order and an estimated delivery date.

Shipping Confirmation Automation Workflow

Trigger: When the order has been shipped
Description: A shipping confirmation automation workflow is usually short, consisting of a single message informing a buyer that their order has shipped.

Upselling/Cross-Selling Automation Workflow

Trigger: Segmentation rules of customers based on purchase behavior
Description: Upselling is when you encourage a customer to buy a similar but higher-end version of a product they’re considering. Cross-selling is when the customer purchases something to complement their original item.

Product Review Marketing Automation Workflow

Trigger: Product purchase or another customer’s interaction with your store
Description: Reviews are powerful—they tell potential customers they can trust you and your products, which can help boost sales. Not all customers leave reviews; manually asking every buyer can be very time-consuming.

Birthday Marketing Automation Workflow

Trigger: The date that matches your subscribers’ birthdays
Description: Let your audience know you care by sending them a message on their birthday. These messages can be highly personalized—or at least, they should be if you’re following best practices.

Custom Automation Workflows

Trigger: Various triggers that your needs could customize
Description: The beauty of an automated email workflow is that it can be whatever you want. So, if you’ve looked at the previous nine examples and thought you have a scenario we haven’t covered, don’t worry—that’s where custom automation workflows come in.

How does Saffron Edge help in marketing automation?

SaffronEdge specializes in creating personalized marketing automation workflows to enhance your business's engagement and conversion rates.

By leveraging advanced segmentation, personalized communication, and multi-channel strategies, we ensure your messages reach the right audience at the right time.

Our team also conducts thorough A/B testing to optimize your campaigns and maximize results.

Partner with SaffronEdge to streamline your marketing efforts and drive sustainable growth through effective automation, highlighting the importance of marketing automation.

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With our expertise in creating and optimizing Google ad campaigns, we can help you achieve your marketing goals and drive meaningful business growth. Still, wondering how to work with Google ads? Contact us today! ...

Your Guide to Content Marketing and Research

As content marketers and DTC business owners, we all are well aware of the importance of research in the creation of successful campaigns. Not only does it help us understand the audience better, but it also helps to develop insight and inform our strategies. However, one has to be honest with themselves and admit that it can indeed be one of the most time-consuming and costly steps of the process. The love-hate relationship that all business owners and marketers share with research is a common struggle. It is intangibly involved in predicting the future of your campaign, which is why the thought of avoiding research altogether and jumping into creating content is definitely a sign of having an agile mindset. One can simply not replace the time assigned to doing one’s due diligence with a hit and trial approach and guesses. It is one of the prime reasons why content marketing can completely miss the mark or come across as unoriginal and tone-deaf. In this blog post, we'll explore why balancing short and long-term planning is essential in creating a successful content marketing strategy. Content Marketing is a Marathon Digital marketing has much to answer for when it comes to perpetuating a short-term tactical view. E-commerce and lead generation are often the culprits. While digital marketing has its place in the marketing toolkit, it can distract us with the overwhelming information that doesn't tell us the full story. Behavioral data is crucial in benchmarking performance marketing or powering predictive models and personalized experiences. However, it has a limited capacity to reveal what people are thinking, why they're thinking it, what they desire or need, and how they view the category, brand, or communication. Trusting our gut and putting something in the market to observe what happens can be tempting. However, brands aren't built in the short term. They grow over the long term with a commitment to a central idea and strategic pillars executed consistently. It's crucial to nail our position, proposition and messaging framework before investing time, effort and money into content marketing, especially if our business is ready to embrace a publishing mindset. The W’s You Need to Win There is a lot to unpack in the importance of long-term brand building and how it serves as the foundation of our perspective on exceptional content marketing and publishing. Thus, it is of absolute importance that we place great emphasis on thoroughly examining both sides of a situation. The excerpt above may seem digressive, but let’s connect to the topic at hand. Research is a vital tool in powering your content marketing operations and informing your strategic planning. In fact, there are certain scenarios where conducting research is absolutely essential. These situations include: Strategy There are a few questions that you need to first pose to yourself and then strive to answer in every phase of content marketing and research. These are the W’s that will eventually spell out your win. When you find yourself at the first rung of the tall ladder of content strategy, these are a few of the things you must think about. What is your motivation behind publishing content? What are you going to use to position your brand against the competition? Review There is a lot of thought that needs to go when you are reviewing the market landscape and identifying the category trends. It's important to take a thorough and thoughtful approach. This involves conducting research on the industry, analyzing consumer behavior and preferences, identifying key players in the market, and keeping an eye on emerging trends and technologies. By taking the time to do this research, businesses can gain a deeper understanding of their target audience and the competitive landscape, and develop strategies that are tailored to their specific needs and goals. This process can be complex and time-consuming, but it is a critical step in building a successful content marketing strategy that resonates with your audience and sets your brand apart from competitors. Ask yourself, What is the view of the market? Who are you competing against? What is their mode of operation? Where do their gaps lie? Audience Audience research is an important aspect of any marketer’s journey, as it provides valuable insights into consumer behavior, preferences, and needs. Personal development and customer journey mapping are important aspects. 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Audits Content Audits are important to identify the gaps between your strategy and the desired impact you wish to have on your audience. By conducting a content audit, you can determine what content is working well, what needs improvement, and what should be removed entirely. This process can also help you ensure that your content is aligned with your brand's values and messaging. Ultimately, a content audit can improve the effectiveness of your content marketing efforts and increase your impact on your target audience. Ask yourself; What are your current publishing activity and content hubs? What had been working well? Why are there gaps? Approaches You Can Follow For readers who are still following along, you may find yourself nodding in agreement with the philosophy of long-term brand building. However, the many questions raised could also leave them feeling overwhelmed about where to begin and the level of effort required. 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Social Listening While brand tracking studies can provide valuable insights, listening tools are a more effective means of gaining unfiltered perspectives as they tap into public conversations. By calibrating the software to identify relevant mentions, it is possible to gain a better understanding of a brand's perception and diagnose any potential barriers or issues. Product review sites are also useful in this regard. However, it is important to be mindful of the fact that social media tends to capture outliers, including extremely positive and negative viewpoints. For the Market 1. Conventional Research Market and category research is an essential component of any content marketing strategy. One effective approach is to leverage case studies, reports, articles, and opinion pieces from reputable industry databases, global consultancies, and category leaders. 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Surveys are a form of primary research that can be easily developed in-house, using cost-effective platforms like Typeform or powerful enterprise software like Qualtrics. When designing a survey, it is important to carefully consider the research question and any hypotheses that may inform the survey design and questions. Additionally, it is crucial to be clear about data collection and analysis methods to ensure that the survey results are reliable and accurate. By leveraging surveys as a tool for primary research, businesses can gain valuable insights into the needs and preferences of their target audience, which can inform the development of content marketing strategies and initiatives that resonate with their customers. 2. Keyword Research (based on topics) SEMrush and Buzzsumo are powerful tools that can help content marketers gain insights into the topics people are searching for and engaging with. By integrating Google tools like Google Analytics and Google Search Console, marketers can gain an even deeper understanding of their audience and the content that resonates with them. Keyword research is a critical component of a successful content marketing strategy, and it requires a balance of both art and science. For content marketers who prioritize SEO marketing, regular keyword research is essential to inform their strategy and optimize their editorial plan. By leveraging tools like SEMrush and Buzzsumo, content marketers can gain a competitive edge by understanding their audience's needs and preferences, identifying popular topics and keywords, and developing content that resonates with their target audience while also meeting the demands of search engine algorithms. In conclusion Research plays a critical role in the development of successful content marketing strategies. It is important to strike a balance between short and long-term planning to avoid short-sighted tactics and develop a consistent and strategic content plan that resonates with our audience. By partnering with a trusted agency like Saffron Edge, businesses can benefit from expert research, planning, and execution to build a brand that resonates with their target audience over the long term. Contact Saffron Edge today to learn more about how we can help you develop a winning content marketing strategy. ...

Building An Effective Inbound Marketing Strategy In A Few Hours!

The clock is ticking and businesses have got a very less time to actually analyze their marketing plans and optimize it according to the response they get from their prospects or existing customers. In a short time they can still get a team to do the job of Inbound marketing or outsource it to the Inbound Marketing agency, but the problem is they don’t know where to start and how long is it going to take them. For building an effective marketing strategy regardless of Inbound or Outbound marketing, it is important to know that what exactly a goal a marketing team of a company has in order to design a strategy. So for this we need the help of the sales team, and let’s say hypothetically that we need to generate 40 to 50 qualified leads per month for the sales team. The goal might be different for your company and it is upto your marketing team what goal threshold they set for themselves. 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Where Does Your Target Audience Lives Online Inbound marketing is a vast superset of online platforms where you can perform your activity but limiting your efforts to where your target audience is present the most, is where you should make your first move. Inbound marketing includes platforms like social media sites, blog sites, search engines, or your own website. As soon as you make a big list out where you can find your prospects, like if you are a B2B company and will find clients on LinkedIn, so you should head there first. This activity will require the most time and effort and since it is going to be the bloodline of the overall strategy then we recommend that you spend time on this, let’s say approx. 4 hours should do Identifying Pains, Problems, and Questions Inbound Marketing in 2016 is all about building content around the questions, comments, problems or issues your prospects are expressing and then answering to these queries in the form of content. So in order to help ourselves that what exactly our audience is looking for on the web, we need to research over social review sites what kind of problems the audience is facing. You can also ask for help from your sales team to ask them about what is the most common problem prospects face or ask question about from them. At the conclusion of this activity you will be able to know that what frustrations, comments on blogs and things like that audience is facing. As you will have to visit at least 10-20 websites and copy-pasting the audience responses on them to your own master list this will take you another 2 hours. Now when you have got hold of the responses, you want to create content around it. So content that enticed most of the prospects or generated most responses is the first one you should look at creating it. Let’s say if it was blogs then create blogs with a frequency of 2-3 blog posts per week. Activities that need to be done: Brainstorming blog topics, ebooks, or webinar topics. Mapping out your content calendar for frequency of posts. This activity will take another 2 hours. Time estimated for this entire research activity is another 4 hours approx. Promoting the content Promoting the content that we just created is as important as creating it. We need the public to reach to our posts and in order to that content writers or marketers need to share it with them in maximum way possible. For this purpose, they might need to optimize it for search engines, or share it on the social media sites or blog sites. But this process can be made easier now since we know where our audience lives over the web. So share the content where you bound to catch the maximum eyeballs. For example if for a B2B company find most of it’s clientele on LinkedIn then share your content there. Times estimated for this activity is let’s one hour which should be enough since now you knew already where to promote your content. Your Strategy is Ready! We listed out a lot of work there but if done efficiently will help you in growing your business over the web and get qualified as well as quality leads. The total time spent or listed by us is approx. 11 hours and we suggest if you do work in a 8 to 9 hours a day shift then you should think of stretching a few hours more so that the from the next day you know where to start your work and where to finish it. This should set you up for months and if done efficiently we believe you can achieve wonders with Inbound Marketing. Good Luck! ...

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