Definition
An automation workflow is a visual or logical map of the emails subscribers receive based on their actions and attributes. Workflows start with a trigger (such as a sign-up, purchase, or period of inactivity), include conditions that determine which path the subscriber takes, and end when the journey is complete or the subscriber exits the workflow.
Common Workflows
- Welcome workflow: Triggered by a new subscriber sign-up. Delivers a series of onboarding emails.
- Abandoned cart workflow: Triggered when a shopper adds items to their cart but does not complete the purchase.
- Post-purchase workflow: Triggered by a completed purchase. Includes order confirmation, shipping updates, and product tips.
- Re-engagement workflow: Triggered when a subscriber has not engaged for a defined period. Attempts to win back their attention before suppressing them from the active list.
Workflows are built using visual automation builders in most email marketing platforms. They are one of the highest-ROI activities in email marketing because they run automatically after setup.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.