Situation:

After the massive success of his first foray into marketing automation, Bill from Gold Star Financial Management was promoted to head of marketing and asked to automate as many processes as he could manage. The very first project that Bill decided to tackle in his new position was increasing the traffic and engagement of GSFM’s monthly newsletter by establishing an automated welcome email process to be sent to those who had most recently opted in. Bill was feeling confident off of his recent success in marketing automation but didn’t realize how much more complex this particular workflow would be.

Here’s what he wants:
  • Send an email immediately after someone opts in
  • Give the person an option in the email of what type of content they’re interested in receiving
  • Based on the type of content they choose, send a customized newsletter highlighting their chosen topic
  • Create several different touch points, exposing engaged recipients to as much diverse content as possible
  • Give un-engaged recipients a chance to re-engage but opt them out at the right time to prevent waste

Solution:

  1. As soon as the person registers, the initial welcome email is sent.
    1. This email presents the recipient with two options to choose the types of content that they want Gold Star to send them.
      1. Option A
      2. Option B
    2. Regardless of the choice of content, the workflow to distribute the content will be the same.
  2. If Option A is clicked…
    1. Wait 5 days since the time the links was clicked
    2. Send an email featuring insights into what option A is all about
    3. Wait 5 more days
    4. Send a version of the newsletter highlighting A
      1. If the newsletter is opened and clicked…
        1. Wait 5 days
        2. Send an email with more insights on A
        3. Exit recipient from the workflow
      2. If the newsletter is either not opened or opened and not clicked…
        1. Wait 5 days
        2. Send a more generic newsletter with neither A nor B highlighted
          1. If this newsletter goes unopened…
            1. Exit the recipient from the workflow
          2. If the newsletter is opened…
            1. Wait 5 days
            2. Send an email with more generic market insights
            3. Exit recipient from the workflow
  3. The same process applies to selecting Option B
  4. If the initial email is either not opened or opened and not clicked…
    1. Wait 5 days
    2. Send a more generic newsletter with neither A nor B highlighted
      1. If this newsletter goes unopened…
        1. Exit the recipient from the workflow
      2. If the newsletter is opened…
        1. Wait 5 days
        2. Send an email with more generic market insights
        3. Exit recipient from the workflow

Workflow of a newsletter welcome email

Even though it is a bit more complicated than the webinar invite workflow Bill had set up, he was able to work through it since it is essentially the same process. He simply established his goals for the campaign and went step by step deciding exactly what would happen given any of the possible outcomes. Regardless of how complex the workflow you make ends up being, if you take it on step by step you can tackle any marketing automation project with ease.

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