Email Marketing Workflow

EMAIL MARKETING WORKFLOW PLAYBOOK Follow these outlines to create email sequences for

your business. Remember, these are launching points for your custom sequences. Every business will be different, so customise and make them your own.

PATHDIGITALSOLUTIONS.COM

EMAIL MARKETING WORKFLOW PLAYBOOK Follow these outlines to create email sequences for

your business. Remember, these are launching points for your custom sequences. Every business will be different, so customise and make them your own.

PATHDIGITALSOLUTIONS.COM

ABOUT PATH DIGITAL SOLUTIONS Path Digital Solutions combines the largest knowledge base of digital marketing pros on planet Earth with the latest marketing tech you’ll find anywhere.

We’re on a mission to double the size of 10,000 businesses and want to help you: Drive more traffic, produce better content, write better emails that generate clicks and get actual revenue for your business.

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Building an email list is essential to the long-term success of your business.

Whether you’re B2C or B2B, we have to agree that email marketing works. We all know that when Facebook changes their algorithm or Google hikes their prices many business are going to be in a frenzy not knowing how to reach their audience or if they can afford to run paid ads.

That’s why email matters. Email is such a crucial part of business because no algorithm change or third-party platform can stand in the way between you and your audience.

However, we face one problem. Email can be overwhelming. If you don’t have someone dedicated to creating email campaigns for you, it will never quite seem to work. Most business leaders probably already have a list by now, but are you really maximising its potential?

We’re going to change that today. We’re giving you the absolute bare minimum email strategy you need to find success from email.

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Now, when we talk about email strategy, we’re not talking about one-time email blasts to everyone in your list.

A few reasons why.

Not everyone is going to respond to your 1 email Not everyone is going to be interested in this offer You want to understand your users’ behaviours and funnel them to content that’s relevant to them That’s why you’ll want to have automated email sequences.

An email sequence is basically a series of emails that get sent to individual contacts in your list based on actions they took or did not take.

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THE INDOCTRINATION SERIES

Contact subscribers to list for the first time

No delay- Immediate

Purpose: Welcome subscribers to the list and give them essential information.

Send: Email 1 Welcome

Email 1: Welcome to the list and what

Delay Day

Email 2: Send them links to your best

Send: Email 2 Best Content

the subscriber can expect

content and explain why you can help them

Delay Day

Email 3: Invite to additional content, resources to help (eg. FB group, free ebook etc)

Send: Email 3 Free Invite

Email 4: Send your best offer or

Delay Day

promotion (this should be a super low dollar offer)

Send: Email 4 Best Low Dollar Offer

Email 5: Tell them how they are a part of your company’s mission and why they should jump in on this offer (even more useful if you have membership portals, affiliate partnership etc)

Email 6: Send a piece of content along with your best offer again

Delay Day Did contact make purchase?

YES End Automation

NO Send: Email 5 Mission Delay Day Did contact make purchase?

YES

NO

End Automation

Send: Email 6 Content & Best LDO

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THE HIGHLIGHT SERIES Purpose: Teach the subscriber how to get the most value from your product or service. This is best used when a customer has displayed high purchase intent (eg. clicked to your product page several times, but never purchased or always clicks on your emails but never takes action) All these emails should have a CTA back to your checkout page/ link to talk to sales

Contact affairs & certain Lead Score Delay Day

Send: Email 1 Made Purchase Delay Day

Did customer make purchase?

YES End Automation

Did customer make purchase?

YES

NO

End Automation

Send: Email 3 Testimonial

Email 2: Give them a case study of how a past customer enjoyed tremendous success Email 3: Send written/video testimonials as social proof

Send: Email 2 Case study Delay Day

Email 1: Explanation of the main feature

(the one most people sign up to enjoy)

NO

Delay Day

Did customer make purchase?

YES

NO

End Automation

Send: Email 4 Lesser -- Feature Delay Day

Email 4: Explanation of a lesser-known feature

Did customer make purchase?

Email 5: Display 1-3 more use cases of

how your product/service can enrich their lives further

YES

NO

End Automation

Send: Email 5 Use cases Delay Day

Email 6: Upsell or bundle an offer as a

Did customer make purchase?

final push

YES

NO

End Automation

Send: Email 6 Bundle offer

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PURCHASE TRIGGERS

(especially useful for ecommerce) Trigger #1

Trigger #2

Trigger #3

Trigger #4

Trigger #5

Trigger #6

CART ABANDON

CROSS SELL

OUT OF STOCK

TIME TO REPURCHASE

SPECIAL COUPON CODE

CUSTOMER WINBACK

Trigger #7

Trigger #8

Trigger #9

LIMITED TIME OFFER

PRICE REDUCED

RELATED SALES

Purpose: Remind the subscriber that they still need to make a purchase.

Instead of a sequence, create emails that respond to triggers in your email marketing system.

Trigger 1:

The subscriber fails to complete checkout

Trigger 2:

Subscriber purchased an item, but didn’t purchase related essentials

Trigger 3:

The product they usually buy is running out of stock. They should buy now

Trigger 4:

Their product is finishing/subscription is ending and they should restock/renew

Trigger 5:

They have a coupon code to use by a certain date (eg. birthday, anniversary offer)

Trigger 6: It’s been a long time since the customer bought. Remind them to purchase again Trigger 7:

There is a limited time offer for the product they usually buy

Trigger 8: The price of a product/service has been reduced Trigger 9: Related products to previous purchase are on sale

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Customer Purchases Product

THE UPGRADE SERIES

60-90 Days

depending on price value of your product

Send: Email 1 Value

Purpose: Convince a paying customer to buy more and buy more often.

Delay 2 Days

Send: Email 2 Feedback

Email 1: Remind the subscriber of the

value they received from your product/service

Delay 2 Days

Send: Email 3 Freebie

Email 2: Request feedback/ get an NPS for the product/service they received Email 3: Give them a freebie/ethical bribe that’s related to your next-tier product and explain how this could improve their success Email 4: Describe some new features in this upgrade and help them envision their lives with it

Delay 2 Days

Send: Email 4 New Features Delay 2 Days

Did customer make purchase?

YES

NO

End Automation

Send: Email 5 Limited time offer Delay 2 Days

Did customer make purchase?

Email 5: Send a time-sensitive special offer/promotion for the new product/service

Email 6: Remind subscriber that the

YES

NO

End Automation

Send: Email 6 Offer expiring

offer is expiring

Delay 1 Day

Did customer make purchase?

Email 7: Create urgency to purchase right now

Email 8: Apologise that they didn’t get

to purchase at the discounted price, but let them know they can still get it

YES

NO

End Automation

Send: Email 7 Closing 5,4,3,2,1...

Delay 1 Day

Did customer make purchase?

YES

NO

End Automation

Send: Email 8 I'm Sorry

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Contact enters main list

THE RE-ENGAGEMENT SERIES Purpose: Re-engage subscribers who haven’t interacted with the brand in a while

60 Days

Has contact clicked on any link in any email campaign YES End Automation

NO Send: Email 1 Re-intro Delay 1 Day Has contact opened email 1?

Email 1: Say hello again, and remind them of the value of your product

YES End Automation

NO Send: Email 2 Best content Delay 1 Day

Email 2: Reintroduce subscribers to your (newest) best content Email 3: Send a free resource to get them interested in you again.

Email 4: Send your best offer to entice them to engage again

Has contact opened email 2?

YES End Automation

Has contact opened email 3?

YES End Automation

NO Send: Email 4 Best Offer Delay 1 Day

Did contact made purchase?

YES End Automation

Email 6: Send them a reminder telling

them the offer is expiring and won’t get it again.

Send: Email 3 Free Resource Delay 1 Day

Email 5: Send a one-time discount for a limited time on another offer (only for disengaged subscribers)

NO

NO Send: Email 5 One-time Discount Delay 1 Day

Did contact made purchase?

YES End Automation

NO Send: Email 6 Last Chance Delay 1 Day

Did contact click on any link in email 4, 5 or 6?

YES End Automation

NO Unsubscribe from main list Subscribe to Disengaged List

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THE EVANGELIST SERIES Purpose: Turn existing fans into evangelists who help with your marketing Email 1:

Thank the subscriber for being a special fan/customer and introduce a referral discount or program

Customer purchasemore than 3x

Delay 7 Days Send: Email 1 Referral Offer intro

Email 2: Send a special discount code or

have a special product/bundle only available for your biggest fans.

You can even consider sending them a free gift as a surprise.

Delay 1 Day Send: Email 2

Special Personal Promo

Email 3: Ask the subscriber to share a piece of content (eg. take a photo of them using your product and tag you on social media)

Email 4: Remind them to use the special discount, or lose it forever

Email 5: Tell your subscriber that it’s ok if they don’t want anything else, then ask “can you do us a favour?” and get the subscriber to submit a testimonial or review, with an attached link. You can consider giving them a reward for giving you the testimonial too.

Delay 2 Days Did customer take any action?

YES Send: Email 3 Share

Send: Email 4 Reminder Delay 30 Days Did customer take any action?

YES End Automation

Email 6: Ask the subscriber to

message you on social media or reply to this email with the reason “we just want to know how we can serve you better, you matter because you’re our loyal customer”. The key is personal engagement.

NO

NO Send: Email 5 Testimonial Delay 2 Days Did customer take any action?

YES End Automation

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NO Send: Email 6 Personal Connection

THE CONSUMPTION SERIES Purpose: Help subscribers reach a certain point of value with the service while increasing “product activation”. By making it easier for the user to utilise your product, it improves the retention rate.

This series works for any offer, free or paid. But you have to tailor it for each specific situation.

You can extend this series as long as you deem fit, in order to educate your customer. You can attach an upsell sequence behind this if you’d like.

Email 1:

Thank them for taking action on your previous offer, acknowledge their problem and offer to help solve it.

Email 2: Send an onboarding document or video on how to get started with the product/set it up.

Email 3: Send product tips on how this can help overcome their biggest challenge

Email 4: Send use cases with actionable steps to get them quick wins

Email 5: Check-in to see if everything is ok

and they’re enjoying your product.

Offer to help if they need (eg. link to customer support)

Email 6: Discuss how your product can be used alongside complementary products they are already using.

Contact opts in for offer

No Delay-immediate Send: Email 1 Thank You Delay 1 Day Send: Email 2

Onboarding Document/Video

Delay 2 Days Send: Email 3 Product tips Delay 2 Days Send: Email 4 Use cases Delay 2 Days Send: Email 5 Just checking in Delay 2 Days Send: Email 6 Complimentary Products

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THE PRIMERCONVERSION SERIES Purpose: Deliver value in advance, proving that you are an authority in the space and can help solve their problems. Then offer to help them.

The first 3 emails in this series are the “primers” and the next 3 are the “conversions”. You can choose to add more emails in the “primer” section if your product is of a higher value.

Contact is identified as ready for a sale

Delay 1 Day Send: Email 1 PProblem-based content Delay 2 Days

Email 1: Send a short piece of content

that can be consumed within 23 minutes that can help give them a better understanding of the problem they are facing.

Send: Email 2 Solution Based Content Delay 2 Days

Email 2: Send another piece of content

that shows various ways the problem can be solved. Make sure the tone is neutral and the content is actually valuable enough so your subscriber is more educated on how the various solutions work.

Send: Email 3

Transformation Based Content

Delay 1 Day Send: Email 4 Gain-based Content

Email 3: Send one more piece of content

describing the extent that the problem affects them, that they might not be aware of, and how life their life would be transformed by overcoming this obstacle

Email 4: Focus on what your subscriber

stands to gain by using your solution. Consider angles like money, time, energy, higher status, lesser worries, a better life for those around them etc.

Delay 1 Day Did customer made purchase?

YES End Automation

is the only reasonable choice they should make. Be careful not to put down your competitors.

scarcity tactics. Consider limited time offers and emphasise what they stand to lose if they don’t take action now.

Delay 1 Day Send: Email 5 Logic- based Content

Email 5: Appeal to their logic and why this

Email 6: Create urgency and “fear” using

NO

Did customer made purchase?

YES End Automation

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NO Delay 1 Day Send: Email 6 Fear-based Content

TRANSACTIONAL EMAIL TRIGGERS Purpose: Correspond with the subscriber on a one-off basis. Instead of a sequence, create emails that respond to triggers in your email marketing system.

Trigger #1

Trigger #2

Trigger #3

RECEIPT OR INVOICE

SHIPPING CONFIRMATION

NEWSLETTER SUBSCRIPTION

Trigger #4 ORDER CANCELLATION OR REFUND

Trigger #5

Trigger #6

CONTENT DELIVERY

NEW FEATURE OR UPDATE

Trigger #7

Trigger #8

Trigger #9

FEEDBACK OR SURVEY

PRODUCT LAUNCH

SPECIAL PROMOTION

Trigger 1: A receipt of invoice from a recent purchase Trigger 2: Confirmation that the order has been shipped Trigger 3: Subscriber has just joined your newsletter Trigger 4: Subscriber cancelled an order Trigger 5:

Subscriber has requested a piece of gated content

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READY TO AUTOMATE YOUR MARKETING? Your audience is waiting for a personalised experience.

Your business also needs a 24/7 sales and marketing

team, engaging, qualifying and converting customers.

Get marketing automation to grow your business today.

Get Done-For-You Marketing Automation

Book a call with our team today!

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