How to Find Workflows That Work for You

When you find workflows that make your small business more efficient, you open up a magical space-time continuum that frees you up to do what you do best.

Ongoing Workflows

In addition to adding potential clients to a specific email series, you can find workflows that keep in touch with them based on behaviors that occur within those series.

For example, let’s say you’ve created an email series that directs customers to various pages on your website. Depending on which links are clicked within the email, you can trigger an entire new series of actions based solely on those clicks. The customer who clicked on your “Become an Affiliate” link would be added to a different list than the customer who clicked on your “Get 10% Off This Week Only!” link.

Both of these behaviors tell you something very specific about each of those customers. In the future, you can target each of these individuals in different ways by catering to their interests. You might add the first customer to a series that includes small business tips, while offering the second customer money-saving advice and special discounts.

Non-behavior Workflows

Client being stubborn? No problem!

You can also find workflows that are effective by examining the things your customers don’t do. When people don’t open emails, don’t click on links, and don’t fill out forms, they are giving you clues as to how to treat them.

If a customer never opens your emails, for instance, you could create a workflow that directly addresses this behavior.

You might:

  • Send them an explicit email asking if they are still interested in your services

  • Ask if they’d like to opt out or be removed from your mailing list

  • Inquire as to their preferred method of communication (maybe they would rather speak via phone, or receive snail mail)

  • Create an automated series of actions based on their response to the above questions

If a customer has not purchased anything from you in a long period of time, you can create and find workflows that automatically follow up with them once a certain trigger date is reached. That date will vary greatly depending on your industry and should be based on the most common purchase practices of the majority of your customers.

If most of your customers purchase your product once per month, you can set up a workflow that automatically emails them once six months have passed without a purchase. This email might offer them an incentive to come back, or inquire about their interest. If they do finally make a purchase, you can automatically add them back into workflows that target regular, frequent customers.

The Real Benefit of Workflows

It’s obvious that all of this automation can save you tons of time, and because of that, save you tons of money. But when you find workflows that work for you, you’re really doing two of the most important things any small business owner can do:

1. Creating authentic, specific relationships with each and every customer

2. Qualifying your leads

When you connect with your customers in a way that’s meaningful to them, you build trust. When your marketing materials correspond to their interests and needs, they are much more likely to think of you when they’re finally ready to buy.

Qualifying your leads through optimized workflows allows you to save time chasing down customers who aren’t really interested or who aren’t ready to buy. By automating the workflow process, you can ensure that the majority of your leads have proven how ready they are by completing each step in your workflow process. Your automation has, in essence, warmed them up – it’s just your job to close the deal!

What kind of automated workflows are you currently using? How are they working?


1. How Automated Workflows Work

2. The Definition of Workflow

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Author: Emily Farrar

At Shoeboxed, Emily focuses on keeping our users happy and engaged. She is a graduate of UNC-Chapel Hill with a degree in Public Relations and an avid Tar Heels fan. She enjoys traveling, staying active and spending time with her six-year-old Maltese, Madam.

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