How you can Construct Advertising and marketing Automation Workflows


No person likes tedious duties; that’s why we put money into enterprise expertise. And that makes it all of the extra irritating if you discover your advertising initiatives delayed since you should enter a step or add an inventory manually. Advertising and marketing automation workflows are the answer that makes your advertising quicker, extra environment friendly, and simpler.

While you create advertising automation workflows, you guarantee a greater and extra constant buyer expertise. These workflows make creating segmented and personalised communications simpler with 46% larger open charges. And this higher expertise results in larger conversion charges, elevated lead technology, and better income. 

Maybe the perfect a part of all is that, together with making your advertising simpler and your clients happier, enterprise workflow automations free you from low-value, time-consuming duties. 

This text will cowl advertising automation workflows, how one can create them, and 6 of crucial workflows to start out with.

What’s workflow automation?

Workflow automation makes use of expertise to automate and streamline the steps of a workflow. 

One instance is doc workflow automation. That is the place instruments like DocuSign robotically notify every signer of a contract when it’s their flip to signal. 

These instruments additionally forestall customers from submitting the doc if they’ve uncared for to signal or preliminary. This safeguard towards incomplete steps is one other function of workflow course of automation.

What’s a advertising automation workflow? 

Advertising and marketing automation makes use of expertise to automate guide duties and steps in your advertising initiatives, sometimes through the use of conditional enterprise guidelines and triggers. A advertising automation workflow is a step-by-step course of that particulars the automations that happen at every level of a typical advertising workflow  — for instance, onboarding a brand new consumer.

four step workflow with ordered steps
Primary workflow with ordered steps

Advertising and marketing automation workflows assist you to automate advertising duties by arranging individually automated advertising duties right into a sequence of ordered steps that make your e-mail advertising campaigns simpler. Nicely-done workflow automations may also help you save time, keep away from errors, and transfer potential clients down the advertising funnel quicker.

For instance, if a consumer opens an e-mail, that acts because the set off for the following step. That is how particular person factors of promoting automation are linked to create a advertising automation workflow.

A fast instance of promoting automation

If somebody subscribes to your e-newsletter, your workflow automation software program provides them to your e-mail listing and sends them a welcome e-mail.

example of an automation workflow in activecampaign
Instance of an automation workflow in ActiveCampaign

(Picture Supply)

Ideally, every step within the gross sales funnel ought to contain some type of advertising automation. As an illustration, a advertising automation workflow for lead nurturing would possibly start with the consumer changing into a lead. 

Your advertising automation software program would add their e-mail handle to the suitable e-mail listing on this first step. For the following step within the workflow, your e-mail advertising instrument would robotically ship the primary nurture e-mail marketing campaign. 

How do advertising and operations work collectively?

Whereas advertising automation workflows might be extraordinarily highly effective and finally save your staff effort and time, creating them requires forethought and precision. That’s why your advertising staff and operations staff must work intently to construct the workflow. 

Often, entrepreneurs will create a imaginative and prescient for the client expertise, and the operations professionals will present the technical and operational experience to automate the method. If operational realities make a part of advertising’s imaginative and prescient unattainable, it’s as much as each groups to get artistic and discover the perfect different.

Why do you want workflow automation? 

Workflow automation permits you to enhance effectivity by decreasing the period of time spent on guide duties in your advertising workflow. Workflow automation might be the reply when you’ve got extra duties than manpower or if issues are falling by way of the cracks since you don’t have time to personally information accounts from one step to a different. Plus, automations like these make it simpler for advertising and operations groups to work collectively.

Maybe the best manner that workflow automation saves you time is by making a repeatable advertising expertise. As a substitute of figuring out what must occur each time a buyer takes an motion, you’ve got mapped out their course and determined what comes subsequent. Higher but, your workflow automation instruments are already doing it for you.

How do companies profit from advertising automation?

It’s not simply you and your coworkers who profit from advertising automation. Clear workflows and automation additionally create a greater buyer journey. Your contacts obtain the correct content material and communications on the proper time, which helps information them towards a purchase order. Clients not have to attend so that you can ship them related emails or assets manually. Small enterprise automation focuses on easy workflows that assist owner-operators and managers save time.

Mike Morrow is the founding father of Morrow Audio, which gives cables and different audio gear to clients in 70 nations. “I like to consider what else I may do by way of automation to raised serve the client,” Morrow says. “The alternative ways to create curiosity, and tips on how to give them one thing they need.” 

Advertising and marketing automation additionally frees up your time and power for extra impactful work by taking small and repetitive duties off your plate. Morrow says, “With all the automations that we’re utilizing, the shop runs by itself. I’m in a position to concentrate on different initiatives.”

A survey of promoting professionals revealed that, after utilizing advertising automation, 56% noticed a rise in conversion charges. Different advantages included elevated productiveness, elevated leads, and elevated income.

bar graph of survey results of marketing professionals
Prime advantages for advertising automation based on advertising professionals

Let automation deal with the gross sales funnel and convert each potential buyer when you concentrate on working the enterprise.

How you can create a advertising automation workflow 

Advertising and marketing automation sounds nice, however some individuals really feel intimidated by the expertise. Don’t be. We’ll assist you to get began by overlaying the important thing parts of an environment friendly advertising automation workflow.


A set off is an motion or occasion that tells your expertise it’s time to maneuver on to the following step. Usually, a set off will likely be some sort of consumer motion (or a interval of inaction).

In ActiveCampaign, when establishing your advertising automation workflow, you’ll be able to select from triggers similar to submitting a type, clicking a hyperlink in an e-mail, making a purchase order, and extra.

activecampaign automation triggers
ActiveCampaign’s automation triggers


In programming phrases, if the set off is your “if,” the motion is your “then.” That is the motion your advertising automation platform will absorb response to the set off. As an illustration, if somebody opens an e-mail (the set off), then your system sends them a follow-up e-mail (the motion) 48 hours later.


Situations are traits that should be in place for the system to finish the triggered motion. For instance, personalised reductions and particular gives are frequent examples of e-commerce advertising automation

You possibly can create a advertising automation workflow the place the set off is a buyer finishing a purchase order, and the motion is to ship them a reduction code for subsequent time, however provided that the preliminary buy was $50 or extra. On this case, the consumer should carry out the set off motion and meet the circumstances for the follow-up motion to occur. 

Situations exist to set guardrails round your automations to ensure an motion is simply triggered below the correct circumstances. Situations can even function a fork within the consumer’s path. If the situation is met, they obtain one message, and if the situation will not be met, they obtain one other.

Time controls

Time controls, typically known as move controls, are what you utilize to find out when exactly an motion is taken. With customized time controls, most of your automated advertising duties occur on a delay, from as brief as a couple of minutes to days and even weeks later.

Whereas constructing a advertising automation workflow to your gross sales funnel, consider:

  1. The set off tells your system that an motion should be taken
  2. Situations present guardrails to ensure the motion is suitable for this contact and scenario
  3. Time controls decide when the motion is taken
  4. The motion engages with the contact to deepen and proceed the connection
colored boxes labeled trigger, conditions, time control, and action
Triggers, Situations, Time Management, and Actions

What makes advertising automation workflows so highly effective is that, after the motion is taken, the consumer has a possibility to set off a brand new set off, which units the following step of their buyer expertise in movement. An improved buyer expertise finally results in larger buyer retention and elevated income.

Prime 6 advertising workflow automations 

There are an nearly countless variety of attainable advertising automation workflows between completely different triggers, circumstances, and actions. Luckily, you don’t must reinvent the wheel. 

There are a number of frequent advertising workflows that the majority companies discover helpful. Learn on for six of the most typical and priceless advertising workflow automations you’ll be able to adapt for what you are promoting.

1. Welcome workflow 

Whatever the services or products you supply, first impressions matter. That’s why so many companies take care to create an partaking sequence of welcome emails. You possibly can even phase your welcome e-mail workflows when you’ve got extra than simply subscriber contact info.

example of a welcome email workflow in ActiveCampaign
Instance of a welcome e-mail workflow in ActiveCampaign

2. Onboarding workflow

The way you onboard a brand new buyer could be a pivotal consider whether or not they stay a buyer. If welcome e-mail messages make sure you make a superb first impression, an onboarding workflow ensures that your working relationship runs easily. An onboarding workflow will happen after somebody purchases or begins utilizing your product.

3. Re-engage workflow

Some of the efficient makes use of of e-mail advertising automation workflows is re-engaging contacts who’ve stopped interacting with you. You may create a set off based mostly on what number of days because the contact final engaged or what number of emails they’ve obtained however not opened. This set off tells your system to start out sending messages designed to achieve and reactivate inactive customers.

example of a re-engagement email workflow in ActiveCampaign
Instance of a re-engagement e-mail workflow in ActiveCampaign

4. Lead nurture workflow

A lead nurture workflow will information contacts by way of an extended shopping for cycle, a significant workflow automation. It makes use of their actions to assign consumer attributes and triggers probably the most acceptable advertising messages. 

A lead nurture workflow can incorporate e-mail interactions, web site exercise, SMS advertising, and extra. The higher built-in your completely different programs are, the smoother your lead nurture workflow will run.

5. Renewal or upselling workflow

When you’ve made the preliminary sale, you need to maintain that buyer loyal to your organization. A renewal or upselling workflow will assist retain clients and maximize the worth of every buyer relationship. That is nice since buyer retention is extra inexpensive than buying new ones. Buy historical past and buyer particulars may also help you recommend extra merchandise they may like.

example of an upselling email workflow in ActiveCampaign
Instance of an upselling e-mail workflow in ActiveCampaign

6. Deserted cart workflows

As soon as somebody has chosen a product and positioned it of their digital cart, they will nonetheless get sidetracked or have second ideas. In reality, the speed of cart abandonment is almost 70%. An deserted cart workflow can automate the method of finishing that sale. Deserted cart emails stands out as the best and most profitable e-mail automation workflow to arrange.

Get began with advertising automation workflows

“Advertising and marketing automation workflow” would possibly sound like an intimidating time period, however it’s actually only a strategy of utilizing two extra frequent instruments, advertising automation and workflows, in tandem. Automated workflows can prevent effort and time and supply a greater buyer expertise, main to raised enterprise outcomes.

The simplest technique to get began is to decide on one among ActiveCampaign’s pre-built automation templates. You may all the time modify the template to your wants, however importing these pre-made automations makes beginning (or ramping up) your automations a lot easier. 

Even for those who’ve struggled with previous makes an attempt at advertising automation, it’s by no means too late to make your life simpler and your clients happier.
Wish to see how ActiveCampaign may also help you create extra highly effective and fascinating advertising experiences? Begin your free 14-day trial as we speak.


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