The term “workflow” usually refers to a workflow.
In marketing, however, the term workflow refers to a process that is automatically triggered upon the occurrence of a certain action taken by the user, imagine, for example, the purchase of a product or the filling out of a form.
The concept of workflow is in fact closely related to that of lead nurturing and involves the systematisation of a series of activities aimed at creating a real relationship with the newly acquired contact, thus stimulating them to progress in their buyer’s journey (i.e., in their decision-making process).
Some of the most commonly used workflows include:
- welcome email: email sent to the user after they register on a site;
- birthday offer: greeting message with reserved discount code;
- Follow up on first purchase: emails containing recommended products from the one purchased;
- win back campaign: reengagement campaign for users/customers who have been inactive for a long time.
As can be easily guessed, workflows are the basis for the design of marketing automation strategies as they allow the structuring of activity flows to be deployed based on user behaviour in response to different stimuli.
They are also useful for:
- automating repetitive tasks, saving time;
- avoiding mistakes;
- increasing business efficiency;
- maximising and optimising productivity.
