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  • Jennifer Heppell

Tips for Successful Email Workflow Management

Updated: Dec 9, 2023


Managing email workflows effectively is essential for any marketing team looking to optimise their email marketing strategy. In this blog, we’ll explore what email workflow management entails, its importance, the common challenges faced, and best practices to enhance your email workflow management.


What is email workflow management?

Email workflow management is all about efficiently creating, implementing, and overseeing automated email campaigns. These campaigns are initiated by particular actions or behaviours of subscribers. The goal is to smoothly progress from the idea stage to completion and then repeat the process for the next campaign. Email workflows, also known as workflow automations, find application in various scenarios, including onboarding, transactional messages, event follow-ups, and lead nurturing.


Why is the automated email workflow important and what benefits does it offer?

The implementation of an automated email workflow is essential for marketing teams as it significantly improves efficiency, productivity, and scalability. This approach ensures consistency in branding across campaigns, minimises human errors through automation, and fosters better collaboration among team members. Furthermore, it facilitates compliance with legal requirements and yields valuable data and insights for future campaigns.


The benefits of an effective email marketing workflow are extensive, ranging from operational efficiency and enhanced customer engagement to lead segmentation, timely content delivery, and increased customer lifetime value. Automated workflows not only address common business challenges but also empower teams to focus on strategic tasks, qualify leads effectively, and boost overall marketing performance while contributing to a positive user experience and minimising customer churn.


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What are common challenges in email workflow management?

Managing email workflows can present several challenges that affect the efficiency and productivity of teams. Here are some common issues faced in email workflow management, sourced from different authorities on the subject:


Not having a clear system and the right tools for working together

Without a unified system, team members may use different methods and tools, leading to information loss and delays.


Inefficient approval processes

A fragmented review process with too many approvers can significantly slow down the workflow.


Complexity of automation software

Teams may lack the skills and knowledge to effectively use complex systems, leading to underutilization and inefficiencies.


Time gets wasted on repetitive tasks

Manual and repetitive processes can consume valuable time that could be better spent on more strategic activities.


Handoffs break down and cause delays

Poorly managed transitions between different stages of the email workflow can lead to bottlenecks.


Lack of ability to integrate with other systems

When email workflow tools cannot integrate with other marketing tools and systems, it hampers the overall marketing strategy.

These challenges highlight the importance of having a well-structured and streamlined email workflow management system to ensure that email campaigns are executed efficiently and effectively

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Tips and best practices to manage your email workflows better

To improve your email workflow management, consider these seven tips and best practices:


Know your goal before creating a workflow

Understand what you want to achieve with it, such as guiding leads through the sales process, updating information, or sending internal notifications. The possibilities are vast depending on your CRM software.


Streamline Your Process

Create a standardised process for handling emails. This includes setting up templates for common responses, defining a clear path for escalation, and establishing rules for prioritisation. Streamlining your process can reduce the time spent on each email and improve overall efficiency.


Automate Where Possible

Use automation tools to handle repetitive tasks such as sorting emails, setting reminders, and following up on tasks. Automation can help you focus on more important tasks that require personal attention.


Maintain a Clean Inbox

Regularly clean your inbox to keep it manageable. Use folders, labels, and archiving to organise emails and keep your inbox focused on the most immediate tasks.


Test your email workflows thoroughly

Send emails to yourself and a small group, checking for errors and ensuring all links work. Pay close attention to how the subject line appears. After addressing initial issues, conduct A/B testing with different subject lines and calls to action to identify what resonates best with your audience before sending to the full list.


Review and Refine Regularly

Continuously review your email workflow to identify what’s working and what’s not. Be open to making changes and refining your process to improve efficiency and effectiveness.


Final Thoughts By addressing these challenges and implementing these best practices, marketing teams can manage their email workflows more effectively, leading to successful email marketing campaigns that engage subscribers and drive conversions. Remember, the key to successful email workflow management is continuous evaluation and refinement of your processes.


If you find yourself in need of assistance while setting up your automated email workflow, don't hesitate to reach out to me. Whether you have questions about customisation, scheduling, or optimising for specific customer segments, I'm here to help ensure your email campaigns run smoothly and effectively.


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