The Pulley. The Lever. Hammers. Mankind has developed these tools to overcome obstacles.

But it’s 2019. Times have changed. In today’s world, mankind’s most powerful tool is: marketing automation.

It’s what separates us from the animals. Well, that and opposable thumbs.

Don’t you want to use the most powerful tool in the most efficient ways?

Introducing 10 new automation workflows to take you from marketing automation basics to using it in exciting new ways. You can use these automations to:

  • Gain new customers and new insights
  • Upsell and cross-sell on multiple marketing channels
  • Build better connections with your contacts

Here are 10 automation workflows to take your business to the next level:

  1. Free Trial Email Automation Workflow
  2. Expired Trial Email Automation Workflow
  3. Product Fit Onboarding Survey
  4. Feedback Survey from Power Users
  5. Feedback Survey from Inactive Users
  6. Ecommerce Cross-sell Email Automation Workflow
  7. Accessory Upsell – Facebook Custom Audience
  8. Facebook Custom Audience Form Segmentation
  9. Engagement Coupon Email Cycle
  10. Warm-up Sending Reputation Sequence

1. Free Trial Email Automation Workflow

Your business might offer a free trial of your services so that contacts can get a feel for your product before committing to a purchase. But just offering a trial isn’t enough.

You also need to provide information and helpful resources to help your contacts make the most of their trials. Show them how your product will change their lives for the better, and they’ll be much more likely to commit.

Here’s how this automation works:

  1. A contact subscribes to your trial contact list and enters the automation
  2. They receive a series of helpful emails over the course of their trial.
  3. These emails show them your full feature set, provide help articles, and let them know how to get in touch should they have questions.
  4. At the end of the trial period, an If/Else action checks to see if the trial contact has become a customer
  5. If they have become a customer, they will exit the automation
  6. If they have not become a customer, they will be tagged as an expired trial and exit the automation

If you are using tags, event tracking, or another method to track a contact becoming a trial user, feel free to adjust the trigger accordingly.

If you don’t want converted customers going through the whole trial flow, you can also add a goal to check if the contact becomes a customer.

2. Expired Trial Email Automation Workflow

Your contact’s trial has expired, but that doesn’t mean you should count them out! A contact may not have converted for a number of reasons. It might just not be the right time, or they may have not been able to use the trial how they hoped.

Keep the conversation going and your product top-of-mind with this automation.

Here’s how this automation works:

  1. Once the Expired Trial tag is added to the contact, they will enter this automation
  2. To keep communication and support going, the contact receives a series of messages for a week after the trial expires
  3. The contact then waits a month before receiving a final check-in email asking if there is anything else your business can do for them
  4. If at any point the contact becomes a customer, a goal will move them to the bottom of the automation, skipping the remaining message steps

This automation works well as a follow-up to Free Trial Email Automation Workflow.

Pro-tip: You can adjust the goal to check for other conditions as well, such as the contact activating a new trial, making a purchase, etc.

3. Product Market Fit Onboarding Survey

Forbes says it only takes 7 seconds for someone to decide how they feel about you. First impressions matter.

This automation lets you know if you’re putting your best foot forward.

Here’s how this automation works:

  1. This automation is triggered by a contact subscribing to your list
  2. The contact immediately receives a welcome email
  3. The next day, they receives a campaign from someone high up in your company, such as the CEO. This lets your contacts know how valuable they are to you.
  4. After a two week wait, during which your contact interacts ting with your product, they will receive a survey about their initial experience
  5. For analyzing product market fit, we encourage using simple, open-ended questions to get initial impressions from your contacts

The data gathered through this automation lets you know what fresh eyes on your product think about it.

4. Feedback Survey from Power Users

Now you know how someone new to your platform feels about your product. But what about the people in your platform every day?

Knowing what your most loyal customers think about your platform and features they want to see can be invaluable.

Here’s how this automation works:

  1. Once a contact has been tagged as a heavy user of your platform, they are entered into the automation
  2. The contact receives a survey designed to gather feedback

You can adjust the trigger to however you gauge the usage of your product, such as event tracking or site visits.

5. Feedback Survey from Inactive Users

A third group of contacts with potentially invaluable feedback: inactive contacts.

Their feedback let you know and address why they use your product less often, which can help you turn them back into regular or power users.

Here’s how this automation works:

  1. Once a contact has been tagged as an inactive user of your platform, they are entered into the automation
  2. The contact receives a survey designed to gather feedback

Much like the previous automation, you can use other ways to track product usage, like event tracking or site visits.

You could also offer an incentive for inactive users to complete the survey, like a 1-on-1 with a team member or small discount.

6. Ecommerce Cross-sell Email Automation Workflow

Running cross-sell campaigns lets your contacts know which of your other products they might be interested in.

Here’s how it works:

  1. Once a contact makes a purchase from your ecommerce store, they enter the automation and wait for a few days
  2. After the wait, the contact receives an email letting them know about other products and services you provide. If you don’t run an after purchase automation, use this opportunity to say thank you for the first purchase.
  3. The contact will wait for a small amount of time, then an If/Else action checks to see if the contact bought a cross-sell product
  4. If the contact has made the purchase, they are tagged as having bought after the first email and exit the automation
  5. If the contact has not made the purchase, the contact will receive a second cross-sell email and go into another wait step for a few days
  6. After the wait, an If/Else checks to see if the contact has made the purchase. If they have, they are tagged as having purchased after the second email. Either way, the contact exits the automation.

This automation checks for a purchase after each email to allow you to test different strategies. You could also use goals to track the cross-sell purchase.

You can run this cross-sell automation for a specific product or other products in general, just make sure you adjust the conditions accordingly.

7. Accessory Upsell – Facebook Custom Audience

Don’t stop at email for upselling accessories or cross-selling other services.

Make sure you use every marketing channel at your disposal, including Facebook Custom Audiences (FCA).

Here’s how this automation works:

  1. Once a contact has made a purchase from your ecommerce store, they enter the automation
  2. At the add to FCA step where the contact will be added to your FCA focused on upselling your products. This will show the contact specific targeted ads you set up in your FCA.

Pro-tip: You can add “Remove from Facebook Custom Audience” steps if you want to only have the contact in one targeted audience at a time

8. Facebook Custom Audience Form Segmentation

Another powerful component of ActiveCampaign and Facebook: putting segmentation to use. If you have a group of contacts that want to receive emails about A, you don’t want to send them messages about B on another marketing channel.

Here’s how this automation works:

  1. When a contact fills out your form, they will be entered into the automation
  2. A series of If/Else actions will check for the value in a custom field. This value can be used to segment these contacts based on whichever factor you choose.
  3. Once the value is met, the contact will go down the Yes path of that If/Else and be added to the corresponding Facebook Custom Audience.

This is a great way to start segmenting contacts from the beginning of their experience. Using the recipe Facebook Custom Audience Retargeting as a follow-up can help ensure that if a contact changes their answer to this custom field, the FCA changes accordingly.

9. Engagement Coupon Email Cycle

Reward your most engaged customers to keep them highly engaged. This automation sends out a coupon to contacts that have shown a keen interest through actions such as clicking links, visiting your site, and more.

Here’s how this automation works:

  1. Each time a contact takes a qualifying action, they will enter the automation
  2. They will be awarded a set amount of points towards a lead score. We recommend keeping this score separate from a total engagement score because this score will reset after it meets a set threshold
  3. The contact goes to an If/Else action to see if their score total is equal to or greater than the threshold that you set
  4. If not, the contact will exit the automation
  5. If they do match or exceed the score, they will receive an email with a coupon or discount. then their score will reset back to zero to restart the process of earning a reward

This is a highly customizable automation. Feel free to add or remove triggers for what earns points and adjust the points given and the threshold for a reward.

10. Warm-up Sending Reputation Sequence

When starting a new account with any marketing service, you are a relatively unknown sender. Suddenly sending a lot of emails from your domain to a server such as Gmail can cause issues with deliverability.

This automation slowly warms up your sending reputation by gradually sending a first touch email to more and more contacts every day.

  1. When contacts enter this automation, they are evenly split and sent down different paths
  2. The first path has no wait time, so those contacts get the email immediately
  3. The other paths introduce gradual wait times, such as 1 day, 2 days, etc. This lets you email more and more contacts every day.
  4. Once they receive the email, the contact leaves the automation

This recipe doesn’t have a trigger because your contacts can be added manually after your initial import. You can build a “Subscribes to list” trigger to automatically enter contacts into this workflow.