5 Examples of Email Workflow Automation: Practical Tips and Best Practices
This article will examine five email marketing automation workflows and discuss how to measure their performance.
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What is email automation workflow? Think of it as a sequence of automated emails based on specific actions or behaviors. It’s a handy tool for marketers. It allows them to save time and stay on top of follow-ups they might miss.
Email workflows are great for:
- Onboarding new users
- Sending purchase receipts
- Follow-ups, for example, after events
- Nurturing leads and keeping them engaged.
Automating emails is all about using tags and triggers. These allow marketing automation tools to send the right message to the right person at the right time.
This article will examine five specific email marketing automation workflows and learn how to measure their performance.
Email Marketing Automation Example 1. Welcome Sequence for New 30-Day Trial Users
Goal: This marketing workflow example is designed to engage new users after they sign up. It will help nurturing them toward a purchase or engaging with your product or service. A well-staged sequence of welcome messages allows to make a good first impression, introduce your brand, highlight key offerings, and encourage further actions.
Trigger: The automation kicks off when a new user starts a new 30-day trial.
Segment criteria: Depends on the preferences indicated during sign-up (e.g., product/services).
Effectiveness assessment: Track open rates, click-through rates (CTR), conversion rates, and engagement with the welcome offer (e.g., downloads, purchases).
Email 1: Welcome Email
- When to send: Within 10 minutes after subscription.
- Content: Send a warm greeting or thank-you message with a clear introduction to your brand and value proposition. Consider including a discount code to encourage a purchase. Add a call-to-action (CTA) such as “Explore Now.”
- Subject line example: Welcome to [Brand Name] – Your Exclusive 15% Off Awaits!
Email 2: Introduction to Your Brand Story (Optional)
- When to send: 1–2 days after Email 1.
- Content: This email could share your mission, brand story, or unique selling points. Include visuals such as team photos, behind-the-scenes content, or video clips.
- Subject line example: “Discover Our Story – Crafted Just for You!”
Email 3: Showcase of Popular Products/Services
- When to send: 3–4 days after Email 2.
- Content:
- Highlight customer favorites or best-sellers with descriptions and images.
- Include social proof such as reviews or testimonials.
- Link to product pages or catalog.
- Subject line example: “Our Customers Love These – Do You?”
Email 4: Reminder to Redeem Offer or Take Action
- When to send: 5–7 days after Email 3 (or sooner if urgency is emphasized).
- Content:
- This could be a reminder about the initial offer (if you have offered a discount or any other special offer).
- Reinforce value and urgency (e.g., Your discount offer has been extended! Don’t wait, this offer ends [Date]. ).
- CTA to complete a specific action.
- Subject line example: “EXTENDED: Save up to 15% off”
Email Marketing Automation Example 2. Abandoned Cart Recovery
Goal: This email marketing workflow targets users who leave items in their cart without completing a purchase. With this sequence, you can remind users of their abandoned carts and encourage them to complete the checkout process.
An abandoned cart is typically defined as having no activity for a specified duration (e.g., 30 minutes to 2 hours after adding items without completing the checkout process).
Trigger: The user adds items to their cart but doesn’t purchase for a specified period.
Criteria for segmentation:
- Cart value: Segment by the total value of the items in the cart.
- User type: First-time visitors or returning customers
- Behavior: If they ever opened or interacted with previous cart recovery emails.
Effectiveness assessment: Measure the cart recovery rate, revenue from recovered carts, and response to discount offers.
Email 1: Reminder of Abandoned Items
- When to send: 2-3 hours after cart abandonment.
- Content:
- This could be a friendly reminder about the items left in the cart. Include product images and descriptions.
- Include a direct link to the cart for easy completion.
- Add details on shipping or guarantees like free returns.
- Subject line example: “Your Cart Is Waiting – Complete Your Purchase Now!”
Email 2: Suggest a Discount
- When to send: 24 hours after Email 1 if no action is taken.
- Content:
- Mention that the items are still available.
- It might be a good time to offer a discount or free shipping (e.g., “Complete your purchase and enjoy 10% off!”).
- Include clear CTA buttons like “Claim Your Discount” or “Return to Your Cart.”
- Subject line example: “Special Offer Just for You – Save 10% on Your Cart!”
Email 3: Urgency-Driven Final Reminder
- When to send: 48–72 hours after Email 2 if the cart remains inactive.
- Content:
- To create a sense of urgency, emphasize time-sensitive offers or low-stock alerts (e.g., “Your items are almost gone!”).
- Add a prominent CTA (e.g., “Act Now to Keep These Items!”).
- Optionally include customer support contact details for assistance.
- Subject line example: “Last Chance to Get Your Items!”
(Optional) Email 4: Post-Abandonment Feedback Request
- When to Send: 3–7 days after Email 3 for users who didn’t convert.
- Content:
- Request feedback on why the purchase wasn’t completed (e.g., survey or quick poll).
- Provide an additional incentive (e.g., “Complete your feedback for 5% off your next order!”).
- Subject Line Example: “We’d Love to Hear from You!”
Email Marketing Automation Workflow Example 3. Re-Engagement Campaign
- Goal: This workflow targets subscribers and customers who haven’t interacted with your emails or website for a set period.
- Trigger: 90 days of inactivity (or other defined period). Inactivity means the absence of email interactions (no opens or clicks).
- Segment email list: Inactive email subscribers, cart abandoners with long-term inactivity, and subscribers who never purchased but are defined as potential customers for your business.
- Effectiveness assessment: Analyze re-engagement rates, unsubscribes, and subsequent interactions with the website or emails.
Email 1: Friendly “We Miss You” Reminder
- When to send: Immediately upon meeting the trigger condition.
- Content:
- "We noticed you haven’t visited us in a while".
- Highlight benefits or updates (e.g., what's new, something about new products, services, or improved features).
- This message could include a subtle incentive (e.g., 10% off or free shipping on the next purchase).
- Use a clear and inviting CTA, such as “Explore What’s New” or “Return to Your Account.”
- Subject line example: “We Miss You! Here’s a Special [Something] to Welcome You Back.”
Email 2: Highlight Value with Personalization
- When to send: If no interaction occurs, 3–5 days after Email 1.
- Content:
- Focus on the user’s previous interactions or preferences (e.g., “Here’s what you loved last time!”).
- Include a time-sensitive offer to encourage urgency (e.g., “Exclusive offer: 15% off for the next 24 hours”).
- Use a CTA directing them back to their account or curated product recommendations.
- Subject line example: “Your Favorites Are Back – Don’t Miss Out!”
Email 3: Feedback Request
- When to Send: 7–14 days after Email 3 (if still no interaction).
- Content:
- Acknowledge their lack of engagement and offer a final opportunity to remain connected.
- Include a survey link to gather feedback on why they disengaged.
- Example CTAs: “Let Us Know What We Can Improve”.
- Subject line example: “We’d Hate to See You Go”
Email Marketing Automation Workflow Example 4. Post-Purchase Follow-Up
- Goal: Maintain communication after a sale to build loyalty. Engage customers post-purchase with a thank-you note, helpful tips, or upsell opportunities. Gather valuable feedback to improve future interactions.
- Trigger: User completes a purchase.
- Segmentation Criteria: some text
- Based on how much a customer has spent.
- Based on customer category
- First-time buyer or returning customer
- Frequency of purchase
- Effectiveness Assessment: Track repeat purchase rates, cross-sell conversions, and customer feedback via surveys.
Email 1: Order Confirmation and Thank You
When to send: Immediately after the purchase.
Content:
- Confirm the order details, including items purchased, shipping information, and expected delivery date.
- Provide a brief preview of what to expect next (e.g., shipping updates or tips for the product).
Subject line example: "Thank You for Your Order – Here’s What’s Next!”
Email 2: Product Information and Care Tips
When to send: 1 day after delivery (based on shipping timelines) / 1-3 days after client has started using your product or service
Content:
- Share helpful tips on how to use or get the most from their purchased product or service.
- Include a subtle cross-sell suggestion for complementary items.
- Reinforce brand values or support availability (e.g., “We’re here if you have questions!”).
Subject line example: “Caring for Your New [Product] – Tips from Us!”
Email 3: Request for Feedback or Reviews
When to send: 7–10 days after delivery / purchase.
Content:
- Ask for feedback on the experience with your product.
- Offer a discount on the next purchase for completing the survey.
Subject line example: “How Did We Do? Share Your Thoughts!”
Email 4: Loyalty or Reorder Reminder
When to send: 30-60-90 days after purchase (or based on product lifecycle).
Content:
- Thank returning customers for their loyalty and highlight any rewards or benefits earned.
- Suggest reordering consumable items or exploring other products based on their purchase history.
- Include personalized offers or discounts to encourage repeat purchases.
Subject line example: “Your [Product] Needs a Companion – See Our Recommendations!”
Email 5: Special Promotions or Product Announcements
When to Send: 45–60 days after purchase (if no repeat purchase).
Content:
- Highlight new arrivals, seasonal sales, or exclusive offers tailored to client's preferences.
- Encourage browsing by showcasing personalized recommendations.
Subject line example: “Just for You: Our Latest Products and Deals!”
Email Marketing Automation Workflow Example 5. Event-Based Email Campaigns
- Goal: Personalize communication to make the customer feel valued.
- Trigger: These workflows deliver emails based on specific actions or milestones, such as a user’s birthday or anniversary with the company or special holidays.
- Segmentation criteria:
- Customer milestones (birthdays or other special occasions)
- Existing customers who previously purchased during sale / seasonal campaigns
- Location for relevant holiday offerings
- User product preferences
- Effectiveness assessment: Monitor engagement rates for event emails, redemptions of special offers, and customer lifetime value (CLV).
Email 1: Birthday or Anniversary Celebration
When to send:
- Birthdays: 5–7 days before the customer’s birthday (for planning or anticipation).
- Anniversaries: On the exact date of the milestone.
Content:
- Create emails with personalized messages wishing the customer a happy birthday or milestone celebration.
- Include a special gift, discount, or exclusive offer to mark the occasion.
Subject line examples: “Happy Birthday, [First Name]! A Special Gift Just for You.”, “It’s Our Anniversary – And You’re the Reason to Celebrate!”
Email 2: Holiday Greetings with Exclusive Deals
When to send: 1–2 weeks before the holiday.
Content:
- Seasonal greetings (e.g., “Thank you for being part of our family this holiday season!”).
- Highlight exclusive holiday deals or bundles.
- Include a CTA to shop festive collections or gift guides.
Subject line examples: “Make Your Holidays Extra Special – Here’s 20% Off!”, “Season’s Greetings! Discover Our Holiday Favorites.”
Email 3: First Purchase Anniversary Email
When to send: Exactly one year after the first purchase.
Content:
- Acknowledge the milestone by thanking the customer for being part of the brand’s journey.
- Share loyalty rewards, such as bonus points or discounts for their next purchase.
- Include a CTA to browse a curated collection of their preferred products.
Subject line examples: “Celebrating One Year with You – A Special Thank You!”.
Email 4: Special Event Invitations
When to send: 2–3 weeks before the event, with a follow-up reminder 2–3 days prior.
Content:
- Personalized invitation to an exclusive event, such as a product launch, VIP sale, or webinar.
- Highlight event details and benefits for attending.
- Include an RSVP button or registration link.
Subject line examples: “You’re Invited: Exclusive Access to Our New Collection!”, “Don’t Miss Our Upcoming Event – Reserve Your Spot!”
Email 5: Post-Event Thank You or Recap
When to Send: 1–2 days after the event.
Content:
- Thank attendees for participating and share a recap of the event highlights.
- Include follow-up offers or opportunities to stay connected (e.g., signing up for updates, purchasing featured products).
- Use a CTA to engage further (e.g., "Explore Our New Arrivals").
Subject line examples: "Thanks for Joining Us – Here’s What’s Next!”, “We Loved Celebrating with You – Take a Look Back.”
Best Practices for Timing and Optimization
- Avoid overloading: Limit email marketing campaigns to 3–4 emails in a sequence to avoid annoying users.
- Personalize content: Use dynamic fields to include the user’s name, item details, and relevant previous actions.
- Optimize timing: Tailor time for sending emails based on user behavior (e.g., evening emails for leisure shoppers).
- A/B test offers: Experiment with discount amounts or alternative incentives like free shipping.
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