Although we all know that marketing automation makes manual and complicated processes done more efficiently and effectively, the problem that we still find for many companies is where and how to get started.

Are you operating in the SaaS industry and finding difficulties converting leads into customers? Are you wondering how to enhance your lead nurturing strategy? Are you looking forward to creating a more personalized experience for your customers? Are you searching for more effective ways to reach your customers across different channels? Are you overwhelmed with so many tasks that are preventing you from maximizing your sales?

To help you overcome all these concerns, we’ve put together 9 automation workflows that your company should use to fuel growth and success.

1. Onboarding

Onboarding plays a critical role in educating the customer about the benefits of using a particular product or service. The primary purpose is to build trust with the customer and push him/her to become an active client.

What should be considered when onboarding emails is that they should be sent at the right time and personalized to enhance the user experience with the brand.

Onboarding emails start with a welcome email after signup, followed by a series of how-tos, which give the user clear guidance on how to get the most out of the features.

Below is an example of an onboarding email:

To create an automation for onboarding, it’s essential to decide first if your product is providing a trial period or not. If yes, you should take into consideration how to spread the emails within that period before the expiration date. If not, you can allow more days between emails as you’re not in a rush; but the most important part is to give users enough time to discover your product or service without bothering them with excessive emails.

Generally, here’s how an onboarding automation workflow might look like:

2. Re-engagement

Targeting subscribers with re-engagement messages may occur from a variety of conditions. Companies can identify what these conditions are based on a suitable fit for both the company and the customer. Below are possible cases where a business would find a need to re-engage with their clients.

  1. A contact’s free trial is expired and doesn’t convert into a paid user.
  2. A lead who doesn’t open an email for 60 days.
  3. A customer who creates an account but doesn’t show any active pattern on the system (activate his account, get started using the tool, etc…)
  4. A lead who requests a demo but doesn’t schedule a date and time.

To push inactive users to re-engage with you, you can incentivize them with an offer such as a contest or discount. If you don’t want to give away something, you can remind your users of why they subscribed earlier in the process and emphasize the benefits they might miss if they keep on being inactive.

Below is an example of a re-engagement email:

After seven day cadence from sending out your particular email campaign, and if your subscribers haven’t responded yet, you can unsubscribe them from the list to help maximize your email deliverability.

Once you have created an automation workflow for re-engagement emails, it’s critical to identify the criteria that allow you to determine where the customer is and if they have engaged or not. For example, if the condition is “A user who hasn’t opened an email for 60 days,” you should send the re-engagement message after 60 days from the last time the user opened the email.

If they click the link, you can remove them from the automation. If not, you can resend a final email notification as a friendly reminder giving them the option to leave or opt-in and stay from the re-subscribe link provided

Below is an example of a re-engagement automation workflow:

3. Cancelled customers

There might be some situations where your customers cancel their subscription with your product/service due to various reasons. To effectively deal with these customers, you need to find out why they want to churn so that you can find possible solutions to change their minds. For example, if they find their monthly subscription cost is too much, you can give them a free add-on or a 2-month discount. If they’re facing difficulties using your system or app, you can offer them full dedicated support to help them overcome all these obstacles.

It’s not necessary to automate these particular emails. Personalizing each email helps to align with your customers’ needs. Doing so gives them a sense of competency and sincerity from your business to help gain his/her trust to want to work with you again.

Below is an example of a cancellation email:

Creating an automated workflow for cancelled customers can be simple. For example, if someone stops his/her subscription with you, you can add a tag to them called “Cancelled” and move them to a list called “Cancelled customers” for better segmentation.

Below is another example of an automated workflow:

4. Sync to Facebook or Google custom audience

Reaching customers across external networks like social media is an excellent strategy to create a powerful omnichannel approach. From a targeted perspective, using emails, SMS or browser push notifications with your clients play a significant role in driving them throughout the funnel, but retargeting that same audience with Facebook or Google ads increases the likelihood of conversions.

SaaS companies can create an automation that adds or removes specific contacts to or from a Facebook/Google custom audience they’ve already created.

For instance, when a user lands on a pricing page but doesn’t sign up, they will be added to an audience to be retargeted with an ad when he/she comes across Facebook or Google, which asks them to go back to the page and complete the process.

Below is another example of an automated workflow:

5. In-app events (browser push notifications)

To push your clients to take action immediately, you can trigger alerts in real-time using browser push notifications. Another excellent tactic to help guarantee that your customers are not going to miss your messages while they are engaging with your product or offer.

Here are some cases where you need to trigger a browser push notification to drive your users to the next step:

  • Register
  • Log into the app
  • Complete a video tutorial
  • Click a link inside an email campaign
  • In-app purchase / add to cart
  • Others

After your users watch a tutorial, you can reach out via browser push notification, asking them to implement what they have learned into action.

Below is an example of a browser push notification :

Below is another example of an automated workflow:

6. Lead magnet and nurture

Generating leads is one of the main challenges businesses look forward to doing. An audience’s interest online is paramount to grow and retarget your lead flow. Companies can use a variety of ways, such as offering free guides and materials like whitepapers, ebooks, case studies, etc.

Another effective way for the user to see value in return for giving you their email address is to attract them through a nurture campaign to help with the decision making process. The execution for this can be from using a variety of targeted messages such as emails, SMS or browser push notifications with value-added content.

For instance, when users sign up to access a guide, they will receive a confirmation email with a link to download it.

Below is an email example:

If they respond, they will be sent another email based on the cadence parameters you have set within the automated workflow. This could include asking them for their feedback with a link to a piece of content that might be relevant to the initial first email they received. The primary purpose is to educate users throughout the funnel until they convert.

Below is an example of the follow up email:

If they don’t click the link or download the guide, an email followup should be concluded a few days later, reminding them to download the guide.

Below is another example of an automated workflow:

7. Product reviews

Getting your customers to review your product plays a significant role in retaining your clients. It has benefits for both your clients and the company. For clients, you show that you care about their feedback and look for new ways to satisfy their needs better. For your company, you will boost your clients’ trust and improve your SEO, earning qualified traffic to your website.

Below is an example of a review email:

To build an automated workflow, you need to identify the right time delay to send your email product reviews. Determining the appropriate time depends on the type of product or offering and how easy it is for your customers to get familiar using it. Done effectively, the quicker you’re likely to ask them to review your product or service.

If they fill out the survey, you can take them to a thank you page.

If they don’t, you can wait a few days and resend an email reminder, as previously mentioned.

Below is another example of an automated workflow:

8. Lead scoring

Qualifying leads is a critical point that many SaaS companies take into consideration before assigning them to the sales team.

Your visitors across the website might show some interest, such as visiting several product pages in one session, staying more than 3 minutes on a particular page, checking pages that are close to conversions such as requesting a demo or pricing.

There are many cases where these leads show high commercial intent and get one step closer to converting but don’t. Some of the reasons might be that they couldn’t find what they are looking for, the page load time was too slow, price gouging was a concern, got distracted, lost internet connection, etc.

As a result, you can score your leads based on specific parameters such as those shown above and assign them to your sales team to reach out and follow up.

For example, you can create an automated workflow that specifies once a lead reaches a specific score; you add him/her to a tag called “Qualified” and inform your sales team to reach out to them once this is triggered.

Below is another example of an automated workflow:

9. Up-sell

When the strategy is implemented, upselling customers is one of the most effective ways to reduce churn as they will be getting more value while you increase your net profit.
According to research, increasing customer retention rates by 5% boosts profits by 25% to 95%,

Offering your customers a higher plan and adding value requires them to remember a positive experience about your product or offering otherwise they wouldn’t be convinced to upgrade.

Below are some conditions when the timing could be right to upsell your existing customers:

  • When your customers deal with you for more than X months.
  • When your customers’ usage of the current plan gets close to the limit.
  • When you add features to a higher plan (i.e: add-ons)

Below is an example of an up-sell email:

When creating an upsell automation, it’s crucial to identify the proper condition for which customers should enter the workflow. For instance, once your clients’ subscription period exceeds two months, you can send them a reminder email, asking them to upgrade their plan.

If they don’t respond, you can follow up with a few more, but make sure your email content has specific “calls to action” (CTA’s) to help them convert at different stages of the journey.

If they do, you can add them to another list or automation workflow, in case you want to personalize your emails and enhance their experience.

Below is another example of an automated workflow:

We hope these workflows will help you create an effective marketing automation strategy to push your leads and customers throughout the funnel and communicate with them across different channels.

One more tip: When creating multiple workflows, you need to test every automation and make sure they don’t interfere with each other to avoid any duplication or confusion with the user’s experience. Paying close attention to this would avoid annoying your customers and reduce unsubscribes.