The 12 Most Effective Automation Sequences Deployed by Brands for the Marketing Funnel

Your prospects and customers are bombarded with information and choices, so you must be smart about your marketing efforts to meet their expectations but not badger or overcommunicate. Marketing automation workflows enable companies to deliver personalized experiences at scale across outbound channels:

• Email: Still a cornerstone of digital marketing, email allows for personalized messaging, targeted campaigns, and direct communication with leads and customers.
• Ads: From social media to search engines, online advertising enables precise targeting and retargeting capabilities, reaching potential customers across various platforms.
• Mobile: This encompasses in-app messages (for engaging users within mobile applications) and SMS messages (for delivering timely reminders and updates).
• Social Media: Direct messages (DM) on platforms like X, Instagram, and LinkedIn can be used for personalized outreach, customer support, and building relationships with potential leads.
• Push Notifications: These browser or app-based notifications deliver timely alerts and reminders, prompting users to re-engage with your content or offers.
• Chatbots: Virtual agents can engage website visitors, answer questions, and guide them toward conversion. While not a transactional or scheduled event, automating your ability to assist your customers can accelerate the buying cycle considerably.
• Phone Calls: Though less common in fully automated workflows, targeted phone calls can be effective for high-value leads or specific customer segments.

These workflows nurture leads, drive conversions, and foster lasting relationships by automating repetitive tasks and triggering actions based on customer behavior. This guide explores the most common marketing automation workflows, categorized by their impact on the customer journey, and provides best practices for optimizing each.

Awareness & Acquisition

At the top of the funnel (TOFU), prospects are just beginning their journey. They may be experiencing a problem or need but haven’t yet identified specific solutions. Your goal at this stage is to cast a wide net and capture their attention. This involves providing valuable content that educates and informs, showcasing your expertise, and demonstrating how your brand can address their pain points. By offering relevant resources, engaging with them on social media, and building a strong online presence, you can pique their interest and convert these prospects into qualified leads.

Welcome Series

This is a sequence of emails sent to new subscribers or leads. It introduces your brand, sets expectations, and provides valuable content to nurture the relationship.

• Why it’s effective: First impressions matter! A well-crafted welcome series builds trust, showcases your expertise, and encourages further engagement.
• Best practices:
  • Immediate delivery: Send the first email instantly after signup.
  • Personalization: Use the subscriber’s name and tailor content to their interests.
  • Clear value proposition: Explain what subscribers can expect to gain from your emails.
  • Call to action: Encourage recipients to explore your website, follow you on social media, or download another resource.
• Tip: Provide a quick how-to to jumpstart your client. Short videos are very effective for this.

Lead Nurturing

This involves sending targeted content to leads based on their behavior and interests, guiding them through the sales funnel.

• Why it’s effective: It provides relevant information at the right time, building trust and increasing the likelihood of conversion.
• Best practices:
  • Lead scoring: Assign points to leads based on their actions to identify those closest to converting.
  • Segmentation: Group leads based on their interests and demographics to personalize content.
  • Multi-channel nurturing: Utilize email, social media, and in-app messages for a holistic approach.
  • Value-driven content: Offer helpful resources, educational materials, and exclusive insights.
  • Cadence: Tailor your lead nurturing cadence to the prospect’s buying cycle, providing valuable information and guidance at each stage without pressuring them.
• Tip: Include social proof in this… testimonials, industry recognition, and case studies make for more trustworthy content.

Retargeting Campaigns

These advertising campaigns follow website visitors who showed interest but didn’t convert, reminding them of your brand and encouraging them to return.

• Why it’s effective: It keeps your brand top-of-mind and provides a second chance to capture leads.
• Best practices:
  • Targeted audience segmentation: Create specific audiences based on pages visited or actions taken.
  • Compelling ad creatives: Use eye-catching visuals and persuasive messaging.
  • Frequency capping: Limit the number of times someone sees your ad to avoid annoyance.
• Tip: Experiment using A/B testing with different ad formats and offers to optimize performance.

Consideration & Decision

Once prospects have identified their needs and begun exploring potential solutions, they enter the consideration and decision stage (MOFU). Now, they’re actively evaluating different options, comparing features, and seeking validation. Your goal here is to position your brand as the ideal solution. This involves providing in-depth product information, offering social proof like customer testimonials and reviews, and addressing any concerns or objections they may have. By nurturing these leads with targeted content and personalized communication, you can build trust and guide them toward a purchase decision.

Abandoned Cart Recovery

This workflow sends automated reminders to shoppers who left items in their online cart without completing the purchase.

• Why it’s effective: It recovers lost sales and reduces cart abandonment rates.
• Best practices:
  • Timely reminders: Send the first email within an hour of cart abandonment.
  • Incentives: Offer free shipping, discounts, or other perks to encourage purchase completion.
  • Scarcity tactics: Highlight limited stock or time-sensitive offers.
  • Personalized messaging: Remind customers of the specific items they left behind.
• Tip: Offer related products or services since your prospect may not have converted because it wasn’t the perfect fit.

Product Education

This workflow provides detailed information about your industry, products, or services to help leads make informed decisions.

• Why it’s effective: It addresses potential concerns, highlights key benefits, and builds confidence in your offerings.
• Best practices:
  • Focus on value: Clearly explain how your product solves customer pain points.
  • Use visuals: Include images, videos, or interactive demos to showcase your product.
  • Offer social proof: Share customer testimonials, case studies, or reviews.
  • Answer FAQs: Address common questions and concerns proactively.
• Tip: Automate your blog posts into newsletters.

Comparison Guides

These resources help potential customers compare your offerings to competitors, highlighting your unique advantages.

• Why it’s effective: It positions your brand as the superior choice and simplifies decision-making.
• Best practices:
  • Objective comparison: Present information fairly and avoid biased language.
  • Focus on key differentiators: Highlight features, benefits, or pricing that set you apart.
  • Visual presentation: Use charts, tables, or infographics to make comparisons easy to understand.
  • Strong call to action: Encourage readers to learn more or request a demo.
• Tip: Include a checklist that provides your decision-maker with specific features or deliverables that differentiate your product or solution. If multiple stakeholders are involved, equip your champion with resources to advocate for your solution within their team or organization.

Purchase & Onboarding

Congratulations! The prospect has chosen your product or service and is now a customer. This stage, the bottom of the funnel (BOFU), focuses on ensuring a smooth transition and setting them up for success. You aim to provide a seamless onboarding experience, offering clear instructions, helpful resources, and prompt support. By guiding them through the initial setup and demonstrating the value of your offering, you can drive product adoption, reduce churn, and foster a positive first impression that lays the foundation for a long-term relationship.

Order Confirmation and Shipping Updates

These automated transaction emails provide customers with essential information about their purchase and delivery.

• Why it’s effective: It keeps customers informed, manages expectations, and reduces support inquiries.
• Best practices:
  • Immediate confirmation: Send order confirmation emails instantly after purchase.
  • Detailed information: Include order number, items purchased, billing and shipping address, and expected delivery date.
  • Tracking information: Provide links to track shipment progress.
  • Support contact: Offer clear instructions on how to contact customer support if needed.
• Tip: Add a Did you forget? option for accessories or upsell popular items.

Onboarding Sequences

These automated messages guide new customers through setting up their accounts, using key features, and maximizing the value of your product.

• Why it’s effective: It reduces churn, improves customer satisfaction, and encourages product adoption.
• Best practices:
  • Personalized welcome: Greet new customers by name and acknowledge their purchase.
  • Step-by-step guidance: Provide clear instructions and helpful resources.
  • Celebrate milestones: Acknowledge progress and offer encouragement at a cadence comfortable with your customers.
  • Gather feedback: Ask for feedback on the onboarding experience to identify areas for improvement.
• Tip: Include internal or external resources for your customer to build expertise.

Upselling and Cross-selling

These workflows suggest relevant product upgrades, add-ons, or complementary products to existing customers.

• Why it’s effective: It increases customer lifetime value and revenue.
• Best practices:
  • Personalized recommendations: Suggest products based on purchase history and customer behavior.
  • Timing is key: Offer upsells or cross-sells at relevant points in the customer journey.
  • Provide value: Explain how the additional products enhance the customer’s experience.
  • Offer incentives: Provide discounts or exclusive offers to encourage upgrades or add-on purchases.
• Tip: Provide ratings and reviews for the optional upsell or cross-sell.

Retention & Advocacy

The customer journey doesn’t end with a purchase. Retention and advocacy, a stage beyond the traditional funnel, focus on building lasting relationships and turning satisfied customers into loyal brand advocates. Your goal at this stage is to continue providing value, exceeding expectations, and fostering a sense of community. This involves delivering ongoing support, sharing relevant content, and creating opportunities for engagement. By nurturing customer relationships and encouraging them to share their positive experiences, you can increase customer lifetime value, drive repeat business, and generate valuable word-of-mouth marketing.

Re-engagement Campaigns

These workflows target inactive customers with personalized messages to rekindle their interest in your brand.

• Why it’s effective: It reactivates dormant customers and prevents churn.
• Best practices:
  • Segment inactive customers: Identify customers who haven’t engaged with your brand recently.
  • Personalized messaging: Remind customers of past interactions and offer relevant content or incentives.
  • Win-back offers: Provide exclusive discounts or promotions to entice customers to return.
  • Monitor engagement: Track email opens, clicks, and conversions to measure campaign effectiveness.
• Tip: Include successful customer stories or case studies to connect with the subscriber emotionally.

Customer Feedback

These automated emails request feedback on products or services, helping you understand customer satisfaction and identify areas for improvement.

• Why it’s effective: It gathers valuable insights, improves customer experience, and fosters loyalty.
• Best practices:
  • Keep it short: Focus on concise questions and avoid lengthy surveys.
  • Offer incentives: Provide a small reward for completing the survey.
  • Act on feedback: Use the data to improve and address customer concerns.
  • Follow up: Thank customers for their input and let them know how you use it.
• Tip: Once you’ve aggregated and prioritized the results, communicate with them about your collected key insights.

Loyalty and Reward Programs

These automated workflows reward loyal customers with exclusive benefits, points, or early access to new products.

• Why it’s effective: It encourages repeat purchases, fosters brand loyalty, and increases customer lifetime value.
• Best practices:
  • Tiered rewards: Offer increasing benefits for higher levels of engagement.
  • Exclusive perks: Provide access to special offers, events, or content.
  • Personalized communication: Acknowledge customer milestones and celebrate their loyalty.
  • Easy redemption: Make it simple for customers to earn and redeem rewards.
• Tip: Capitalize on gamification and FOMO to let people understand the value of your rewards to date and how far they have to go to their next reward.

By incorporating these strategies, you can ensure that your marketing automation workflows are efficient and highly effective in driving engagement, conversions, and customer loyalty.

Marketing automation workflows are essential for businesses to streamline outbound marketing efforts, personalize customer interactions, and drive growth. By understanding the different types of sequences and implementing best practices, companies can effectively guide customers through their journey, from initial awareness to loyal advocacy.

Remember to leverage the power of SaaS adtech, sales engagement, and martech platforms to orchestrate these automated interactions and unlock the full potential of your marketing campaigns. By embracing automation and prioritizing customer experience, businesses can build stronger relationships and achieve sustainable success in today’s competitive landscape.

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Originally Published on Martech Zone: The 12 Most Effective Automation Sequences Deployed by Brands for the Marketing Funnel