What is an email workflow?

Email workflow

An email workflow is a series of automated emails triggered by specific subscriber actions or behaviors. When someone signs up, makes a purchase, or abandons a cart, the workflow sends relevant messages without manual intervention.

Think of it as a conversation that runs itself. You define the rules once, and your email marketing platform handles the timing and delivery for every subscriber who meets your criteria.

How email workflows differ from regular campaigns

A standard email campaign goes out to everyone on a list at the same time. An email workflow responds to individual behavior.

The campaign approach treats your audience as a group. The workflow approach treats each subscriber as a person with their own timeline. Someone who signed up yesterday gets a welcome sequence. Someone who browsed products last night gets a follow-up about those specific items. Both happen automatically, but each feels personal.

This distinction matters because relevance drives results. Subscribers engage more when messages arrive at the right moment in their journey rather than on your marketing calendar.

Common types of email workflows

Different goals call for different workflow automations. Here are the workflows most businesses rely on:

Welcome sequences introduce new subscribers to your brand. They typically include a thank-you message, an overview of what to expect, and an invitation to take a next step like completing a profile or browsing popular products.

Abandoned cart workflows remind shoppers about items they left behind. These often include the specific products, a clear path back to checkout, and sometimes an incentive to complete the purchase.

Post-purchase sequences confirm orders, provide shipping updates, and request reviews. They turn a transaction into an ongoing relationship.

Re-engagement workflows target subscribers who have gone quiet. After a period of inactivity, these messages attempt to rekindle interest or confirm whether the subscriber still wants to hear from you.

Lead nurturing sequences guide prospects through the decision-making process with educational content, case studies, and timely offers based on their demonstrated interests.

Building an effective email workflow

Start with the trigger: what action or event should launch this sequence? Common triggers include form submissions, purchases, page visits, date-based events like birthdays, and changes to contact properties.

Next, map the sequence. Decide how many emails to send, what each should accomplish, and how much time should pass between them. A welcome sequence might send three emails over a week. An abandoned cart workflow might send two emails within 24 hours.

Then write content that matches the moment. The first email after a cart abandonment should feel helpful, not pushy. A re-engagement email should acknowledge the gap and offer a clear reason to return.

Finally, set conditions that keep the workflow relevant. If someone completes a purchase, remove them from the abandoned cart sequence. If a lead books a demo, stop sending awareness-stage content.

Measuring workflow performance

Track these metrics to understand whether your workflows deliver results:

• Open rates indicate whether your subject lines and timing resonate
• Click rates reveal whether your content drives action
• Conversion rates show whether the workflow achieves its goal
• Unsubscribe rates signal if you're sending too frequently or missing the mark on relevance

Compare workflow performance against your standard campaigns. Automated sequences typically outperform one-time sends because they reach people at moments of higher intent.

Review workflows quarterly. Subscriber expectations shift, and what worked six months ago may need refreshing.

FAQs

What's the difference between an email workflow and an email funnel?
A workflow is the automation itself: the technical sequence of triggers and emails. A funnel describes the strategic journey you're guiding subscribers through. Workflows power funnels.

How many emails should a workflow include?
It depends on the goal. Welcome sequences often work well with three to five emails. Abandoned cart workflows typically need two or three. Test different lengths and let your data guide the decision.

Can I use workflows for B2B and B2C?
Yes. The triggers and content differ, but the principle remains the same. B2B workflows might nurture leads over weeks with educational content. B2C workflows might focus on faster purchase decisions with product recommendations.

What triggers work best for email workflows?
The most effective triggers tie directly to subscriber intent. Form submissions, purchases, and specific page visits signal clear interest. Date-based triggers like birthdays or anniversaries create natural moments for connection.

Ready to build workflows that respond to your subscribers in real time? Start your free ActiveCampaign trial and create your first automation today.