How to Build Marketing Automation Workflows for Seamless Campaign Management

The marketing automation industry is projected to hit an impressive $13.71 billion by 2030. That’s because managing marketing data isn’t easy. You’ve got to juggle campaign planning, performance tracking, and endless reporting (all while praying you didn’t miss a decimal). 

If you’re currently trying to handle all of that data manually, you likely know it doesn’t always end well. Inefficiencies creep in, mistakes happen, and suddenly, your to-do list feels endless.

Now, while marketing automation is growing among businesses — with 91% of professionals saying they feel their current marketing automation strategy is either best-in-class or at least somewhat successful — only 10% of customer journeys are fully automated. That’s a massive gap (and an even bigger opportunity) just waiting to be tackled.

By automating repetitive tasks, you can ditch the manual slog, focus on marketing strategies that actually move the needle, and finally give your ROI the love it deserves. 

Our guide will show you exactly how to do that and share some winning marketing automation workflows to help streamline operations, boost engagement, and hit those big goals with ease. 

Let’s get started!

What’s workflow automation?

Workflow automation uses technology to simplify and streamline the steps involved in a process.  

Take document workflow automation as an example. Tools like DocuSign automatically notify each person when it’s their turn to sign a contract, keeping the process moving smoothly. Or if you’re trying to manage an enterprise application inventory, automation tools can track and manage software usage, updates, and compliance.

Implementing automation in these areas not only boosts efficiency but also plays a role in technology risk mitigation by ensuring security, compliance, and consistent performance.

What is a marketing automation workflow?

Marketing automation is all about using tech to take those boring, repetitive tasks off your plate. This is often achieved through triggers and conditional business rules that set specific actions in motion.

A marketing automation workflow is basically a detailed, step-by-step guide outlining how automation takes place throughout a typical marketing process, like onboarding a new user or re-engaging one. 

These workflows organize individual automated tasks into a sequence of steps, making your marketing campaigns smoother and more effective. 

Let’s look at an example. Imagine you work for a graphic design agency using a white-label graphic design tool to offer custom branding services. Your workflow could look something like this:

1. A potential client downloads a free resource (triggering the workflow).
2. They’re then immediately sent a personalized welcome email introducing your brilliant graphic design services.
3. If they click on a link in that email, they’ll get a follow-up offering a free demo of your white-label graphic design tool.
4. Then, if they book that demo, an automated reminder email is sent a day before the scheduled session.

This kind of automation saves you a ton of time while also keeping your clients engaged and moving down the marketing funnel with minimal effort on your part.

Creating a marketing automation workflow

Marketing automation sounds awesome, but we get it; some people find the tech side a little intimidating. Don’t worry, though! We’ve got your back, and we’ll break it down, covering the key elements of a solid marketing automation workflow so you can get started with confidence.

Trigger

A trigger is basically the green light for your tech to move to the next step. It’s usually a user action (like clicking a link or making a purchase) or even a period of silence (like not interacting with an email). Either way, it tells your system, “Hey, it’s time for the next move!”

For example, in a security architecture setup, a trigger could be when a user downloads your free guide. This action might prompt the system to send a follow-up email with more information about the software’s security features, moving them further down the funnel.

Actions

Think of actions as the “then” to your trigger’s “if.” Once the trigger happens, the action is what your system does next. 

For example, let’s say a user clicks on a link in your email (the trigger). Based on this, you could use a clickstream data example to track their behavior. The action could be sending them a targeted follow-up email with specific product recommendations or a discount offer based on the pages they visited after clicking the link.

Conditions 

If your parents were anything like ours, you’d often hear things like, “If you finish all your veggies, then you can have dessert.” Well, that’s pretty much how conditions work in marketing automation too. 

They’re like the fine print in your marketing automation — certain criteria that must be met before the system takes the next action. 

For example, let’s say you set up an automation where the trigger is a customer completing a purchase. The action could be sending them a discount code for their next order, but only if their initial purchase was over $20. 

In this case, the customer needs to meet that condition before they get the follow-up action.

Time controls 

Time controls (also called flow controls, FYI) are your way of setting the clock for your marketing automation tasks. 

These are the tools that determine when exactly an action will be carried out after a trigger happens. So, instead of firing off a response immediately, time controls allow you to schedule it, whether it’s just a few minutes later or even days (or weeks) down the line.

Say a potential client downloads an eBook about tech solutions (the trigger). After a set amount of time — say, three days — you could use a time control to send them a follow-up blog post titled “What is a monolithic application?”. 

This delay allows you to nurture the lead and provide more value at just the right moment.

5 marketing workflow automations 

You know how to build a marketing automation workflow now — yay! But what about putting it all into action? Let’s break it down with five examples of marketing automation workflows to give you some much-needed inspo. 

1. Welcome workflow

First impressions are everything, right? Regardless of whether you’re selling a product or offering a service, that initial connection can set the tone for your entire customer relationship. That’s why having a welcome workflow is really needed. 

It’s a series of engaging welcome emails, and they can make a huge difference to how your new subscribers feel about your brand.

If you’ve got more customer data on your subscribers (like their interests, location, or browsing behavior), you can segment your welcome email workflows and tailor your messages even more to match their needs, creating a more personalized experience right out of the gate. 

TIP: Welcome emails boast a much higher open rate than your average marketing emails, 68.6% in 2022 and 83.63% this year, to be exact! 

With numbers like that, it’s a great opportunity to slip in some useful info or key details you want your audience to know right from the start.

2. Onboarding workflow 

How you onboard a new customer can make all the difference in whether or not they stick around for the long haul. 

But don’t just take our word for it. A recent study found that 55.1% of businesses are focused on automating and standardizing the implementation process in 2024, recognizing how crucial a smooth onboarding experience is for customer retention and experience. 

While your welcome emails set the stage for a great first impression, the onboarding workflow guarantees that the relationship stays strong. This workflow typically happens after someone makes a purchase or starts using your product, guiding them through the next steps in a way that makes them feel supported and engaged. 

For example, you might include a quick-start guide or video tutorial first to help them get up and running while a follow-up email could give your customers additional tips or FAQs to prevent any confusion. 

The goal here is to help them see the full value of your product or service so they’re more likely to stick around and become repeat customers. 

3. Re-engage workflow

Let’s face it, not every lead or customer stays engaged forever, but that doesn’t mean they’re lost. You can create a trigger based on how many days have passed since they last interacted with your emails or even how many emails they’ve received but haven’t opened.

Once the trigger’s activated, your system can start sending targeted messages designed to reach and reactivate those inactive users. 

So, you could send a friendly email using an email marketing tool telling your customers that you miss them and send them a discount code or offer them a helpful vlog that’ll re-spark their interest. 

You could even ask for feedback about why they’ve disengaged, making them feel heard and valued. 

The key is to craft messaging that feels personal and compelling so they’re motivated to come back and re-engage with your brand. Because 81% of customers prefer companies that offer a personalized experience, tailoring your message can make a big impact.

4. Renewal or upselling workflow

Once your customer has bought their first product from you or you’ve carried out a service for them, your work isn’t done. Nope, it’s time to keep them loyal, engaged, and coming back for more. 

A renewal or upselling workflow is perfect for this, helping you retain customers and maximize the value of each relationship. The best part about this is that customer retention is more affordable than customer acquisition, so investing in keeping your existing customers happy is a win-win.

This workflow starts when it’s time for customers to renew or upgrade a subscription or purchase a replacement product. 

For example, if your customer bought a smartphone from you a year ago, and now you’ve released a newer, next-gen phone, you can trigger an upsell offering them the latest model, highlighting the new features and improvements that make it worth upgrading. 

Or if a customer’s subscription is nearing its end, an automated reminder with a special offer can encourage them to renew early. 

1. Abandoned Cart Workflows

Ever heard the saying, “Don’t leave money on the table”? Well, abandoned cart workflows are here to make sure you don’t. 

These clever workflows rescue sales that might otherwise slip away by reminding customers of the items they’ve left behind and tempting them back with sweet incentives or limited-time offers.

With this type of automation, you can craft persuasive emails that gently nudge your customers to finish their purchase, addressing any lingering hesitations they might have along the way.

Suppose you’re shopping on an online store, adding a few stylish pieces to your cart but then getting distracted before checking out. 

Shortly after, you receive a friendly reminder email about the items still sitting in your cart, along with an offer of free shipping if you complete the purchase within the next 24 hours.

Tempted by the deal, you return to your cart and proceed to checkout, grabbing the limited-time offer. And just like that, you’ve completed a purchase you almost forgot about, thanks to a well-timed email.

Final Thoughts

So there you have it, our complete guide on marketing automation workflows, packed with everything you need to know to build your own at your company. We’ve broken down the exact components and even shared some of the most popular ones used by companies around the globe. 

Now, while we absolutely recommend implementing the five we’ve included, don’t stop there. There are so many marketing workflows that can be implemented, and we’ve really just touched the surface. 

Once you’ve introduced the basics, here’s a few more ideas to keep the momentum going:

• Post-purchase follow-up workflow: After someone buys from you, send a thank-you note, gather feedback, or recommend complementary products based on their purchase.
• Event reminder workflow: If you’re hosting a webinar, virtual event, or an in-person gathering, sending timely reminders can boost attendance. 
• VIP customer workflow: Reward your loyal customers. After a certain amount of purchases or engagement, trigger an automated workflow that sends exclusive discounts, early access to sales, or personalized product recommendations.

That’s it from us marketers. Happy automating!