How to Build Email Workflows That Work

To build an email workflow that works, there are several steps you need to take. Identify the weak points in your existing workflow. You may want to focus on content relevance, triggers, and delays. You will also need to consider what type of emails you are sending. This will help you make better decisions about which emails to send and when to send them.

Content relevance

One of the best ways to keep your prospects and customers engaged with your brand is to send relevant content to them. This content can take many forms, including ebooks, webinars, videos, and blog posts. A pet store, for example, might create content centered on the top dog food brands, upcoming pet events, and common pet health problems.

A well-built email workflow will include emails sent to leads based on their specific behavior. For example, a lead who requests a product demo would appreciate a direct follow-up that is timed to their request. These emails will contain hyper-relevant content that will keep prospects engaged and informed.

If the visitor has already downloaded your content, the follow-up email should thank them and provide additional content related to the content they downloaded.


Email workflows using triggers are a great way to engage your existing customers and attract prospective ones. This type of automation also helps you retain your existing customers and can be especially useful if you use software like Marketo or Salesforce. Using triggers in your email workflow can help you improve the quality of your communications and increase the conversion rates of your emails.

Triggers can be set up to send out specific emails to different groups of recipients, depending on the circumstances. For example, you can send a transactional email when your subscribers purchase a product or make a payment. Or you could set up a trigger based on a customer’s birthday. A trigger for this type of email is not as complex as you may think and can be automated by sending a simple email to a list of your subscribers.

Triggers can be set up for certain types of actions, such as form submission or unsubscribing from a mailing list. They can also be used to send reminder emails. A workflow can also be set up to send confirmation emails, or update the contact record with a custom field.


If you need to space out certain email workflow actions, you can use delays. These delays will pause records for a specific amount of time, such as until a specified day or time. They allow you to provide your prospects with a more personalized experience. For example, if a subscriber has not signed up yet, you can delay email sends until that date.

By setting delay time, you will make sure that subscribers don’t feel overwhelmed by your emails. Creating delays will allow you to give subscribers a chance to read the previous messages in your workflow. You can even set delays for certain days of the week, such as Tuesdays. Once your workflow is activated, you can change the delay time for new subscribers.

When defining delays, make sure that you’re sure what you want to happen before they’re triggered. For example, an email workflow with an enrollment trigger might not be appropriate for a business that only sends emails to its customers. Instead, you’ll want to include an action that is higher on the priority list.

Identifying weak points in your email workflow

Identifying weak points in your email workflow is crucial for improving your email marketing strategy. It will help you to avoid email problems like unsubscribes and abandoned carts. Moreover, an email workflow will help you to reach customers at the right time and place. However, implementing an email workflow is not an easy task. There are several steps you need to take to make it work for you.

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