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What is email marketing automation and what's the benefit of automation at all? You might have asked these questions already to yourself, when you have heard about this term. In this whitepaper, we would like to answer as many questions as possible about marketing automation and the mailworx workflow editor.
Working with the mailworx workflow editor
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Email marketing automation is an intelligent and automated dialogue with leads or customers, supported by modern technologies and software. Marketing automation is not intended to replace the human one-to-one communication, but to support it.
Companies that want to grow are faced with the challenge of managing more and more customers with fewer resources. Additionally, customers are more demanding, require more information and expect first-class service. Marketing automation is not limited to marketing activities, but it is ideal for simplifying the sales process and putting customer support on a professional level.
The automation of email marketing starts with simple auto-responders or trigger mails and goes up to multi-level campaigns, which consider the individual behavior of your subscribers.
The "big ones" have been around for a long time - now it's the time for small and medium-sized businesses to discover the advantages of automation. Email marketing automation is not just reserved for the e-commerce sector. With the mailworx workflow editor, marketing automation is affordable and easy to use for companies of all sizes and industries.
Today, marketing is even more complex than it was a few years ago. Email Marketing, Content Marketing, Lead Generation, Conversion Optimization, Customer Relations, Analyzing and Optimizing. The list of tasks does not seems to end for a marketing manager.
Marketing automation tools are needed to ensure that marketing measures do not become a bottomless pit. They support you to manage the customer communication in the various departments - from marketing to sales to the helpdesk. There are many good reasons why successful companies are now focusing on marketing automation.
There are different elements to work with in the workflow editor: In addition to triggers that automatically start your workflow, there are filter elements you can use for certain conditions and connecting those to further actions.
You can find the workflow editor in the menu under Campaigns - Marketing Automation - Workflow Editor. Add a new workflow, give it a meaningful name and click "Add and edit". The editing area "Workflow process" appears. Click on the button with the plus and select a trigger to start your workflow.
As soon as you have chosen a trigger, the element is integrated in the editing area. If you move your mouse over the element, a toolbar will appear and you have the possibility to
Currently you have the possibility to add the following triggers to the mailworx workflow editor:
The workflow starts as soon as the selected campaign has been sent. This can be a regular or an event-driven campaign.
You can send a promotional mailing (trigger) to a selected target group. After three days, you want to remind all subscribers who haven't opened the email or haven't redeemed their voucher yet.
The workflow starts as soon as the selected form has been submitted.
A classic application for this trigger is the newsletter registration with a welcome mail. However, many other applications are possible, such as a satisfaction survey, the download of an e-book via online form, etc.
To use this trigger there has to be a corresponding subscriber field (date field) that contains data. You can choose whether some further action should be on the date in the field, several days before or after the respective date.
Think about happy birthday wishes, coupon codes with a time limit or the date of the last purchase - every date of these events can be used to start a workflow.
The trigger starts the workflow for all subscribers who have clicked at least one link in the selected campaign. The action is taking place right after the link click.
The trigger also includes clicks on static links (e.g. changing data, unsubscribe).
This trigger allows you to select a specific link of the campaign you have chosen.
Your subscribers can subscribe to a series of information by clicking on a link in your newsletter.
Ensure that you have tested and activated your workflow before sending the triggering campaigns or using the appropriate form. Mind that the workflow doesn't work retroactively, but only through the activation.
Currently you have the possibility to add the following actions in the mailworx workflow editor:
Select the previously prepared campaign from the drop down menu.
Additional functions for the action "Send email campaign":
This action works similar to "Send email campaign". Select the previously prepared SMS campaign form the drop-down menu to send it as part of your workflow to the respective subscribers.
You can use this action either directly after the trigger or in combination with a filter. If your trigger was "Form has been submitted" or "A certain link has been clicked", you can assign all subscribers to a static subscriber group to provide a good overview.
If a particular condition applies to a subscriber (for example, he has read the email = filter), you can automatically add it to a static subscriber group.
Keep subscribers' reactions, preferences and interests stored in your subscriber database - all possible through the action "Set subscriber field value".
A classic example for this action is the newsletter login according to the double opt in process. The system field "OptIn" is activated by clicking on a specific link. Within a welcome series, it is also possible to store the selected preferences for further newsletter campaigns.
This action allows you to send a notification at any point of your workflow. Simply enter the respective email address of the person you want to notify and add the subject and the message you want to send.
Hint: You can also work with personalization elements. For example, let the key account manager know when one of his customers reaches a certain step in the workflow.
The wait element is very important because you usually have to wait a certain time before you take the next action or filter. Your subscribers get the possibility to respond even before the next step of the workflow is taken.
Possible applications for the wait element:
You can use filters directly after triggers or actions. It's possible to use them for a better overview or to create a condition for the following actions.
Currently you have the possibility to add the following filter options in the mailworx workflow editor:
Let's say you are creating a series of information that sends multiple campaigns to different points of time. In this case, it is interesting to see how many subscribers open each campaign. So you can quickly determine whether the series is perhaps too long, because the interest decreases rapidly after sending the third campaign.
This example shows you how to use filters not as condition before the next action, but on the same level:
Not all subscribers act the same. Take the difference and act individually to their specific needs.
An example of this is the reactivation of subscribers who have not opened any newsletter for a longer time. Simply send a reactivation campaign to those. Some of the subscribers will respond and other will not - as additional benefit, you can offer them a discount or something like this. After a few days, you can set different actions for both groups. Reward the opener and ask the non-opener after a month again. If several attempts aren't working, it makes sense to deactivate them for further mailings.
The example below shows you how to use filters to set different actions depending on the behavior of the subscribers:
If you click on the "Save" button, nothing happens, except of saving your actual workflow process. You can modify or extend it as you wish without affecting real-time operations. As soon as you click on the button "Activate workflow", the automated campaign is activated.
From the time the workflow is activated, you can see the number of subscribers who are currently running through each element. You can no longer edit the workflow, unless you disable it again. In this case, however, you should be aware that the evaluation (the number of subscribers in the workflow overview) is getting lost. Other areas remain unaffected.
If the checkbox "Allow repeated triggering of the workflow for each subscriber" is activated, the workflow starts several times - provided that the trigger can be repeated. If your trigger is, for example, a click on a link, the multiple pass should be disabled. When it comes to campaigns that should be repeated annually (e.g. birthday mailings), it is clever to enable the start of the workflow again.
Yes, this is possible if the action should only perform for new imported subscribers - not for subscribers who are already in the system and will be updated by the import. Therefore, chose the trigger "Date of subscriber field has been reached". In the drop down menu, you can select the subscriber field "Creation date". This date is automatically saved by the system.
Mind that after the trigger you have to filter the same subscriber group you are using for the import. So you make sure that the workflow does not trigger all new created subscribers - only those of your import. After this filter, you can set any additional filters or actions.
The examples above can also be applied to subscribers who have been created via a form or manually. If you do not use a filter for the specific target group after the filter, the workflow applies to all new created subscribers, no matter how they came into the system.