Best Practices that you need to follow in your Email Workflow

Data collected by HubSpot showed that 79% of marketing qualified leads never end up converting.

This means that only 21% of the leads you got will end up making purchases.

You might get a lot of visitors checking through your website, signing up and filling forms but not all of them will end up converting to customers.

When you experience a low conversion rate, this can be frustrating because you may have worked so hard to be able to drive traffic to your website but end up with no return on investment.

The moment you start your e-commerce website and marketing campaign; you are expecting to make sales at the end.

A situation whereby you only succeed to drive in traffic to your website but you don’t make any sales is more or less wastage of time and resources because there is no revenue coming in.

How, the big question is, how can you nurture your leads and increase your conversion rate so that more leads will be converted to customers?

How can you increase your sales using email workflow?

Email workflow is an email marketing strategy you can use to nurture your leads into customers.

For your email workflow to be effective and produce good results, you need to apply some good practices.

These practices are the strategies you will apply so that you will be able to convert more leads and significantly increase your conversion rates.

These practices will help you to better nurture your leads.

We are going to discuss these best practices in details so that you will have a good understanding of how you can nurture your leads and increase your conversion rate using email workflow.

Analyze and know your Qualified leads

Not all the leads you have are qualified leads.

You need to analyze and know your qualified leads so that you can focus on them.

From the data stated before, only 21% of your leads are qualified leads. This means as a marketer or e-commerce website owner, you have more unqualified leads than qualified leads.

You need to be able to identify your qualified leads so you can focus on them and not waste your time and resources.

Who is a qualified lead?

  • A lead that has genuine interests in your product or services
  • A lead that is a key decision-maker and has an authority to make a purchase.
  • A lead that has high value for your product and budget is not a constraint.
  • A lead that wants to buy a high volume of your product.
  • A lead that will not waste so much time and wants to buy as soon as possible.

All these criteria are what makes a lead qualified.

When you analyze leads and know which of them meet these criteria, focus on those qualified leads because they are the ones that are going to make purchases.

Engage your leads with useful Contents

After you have been able to identify your qualified leads, the next thing to do is to engage them with useful contents.

This is where you periodically send them emails about your products, the values, benefits and other important information that are useful to your leads.

Provide relevant and engaging contents that will make your leads know your product better.

Provide updated information and other interesting contents that will increase the interest of your leads so that they will have a higher tendency to convert to customers.

Send your emails in sequence and let your next content align with the previous content. Do not confuse your leads with irregular contents.

These engaging and useful contents are what you are going to use to draw the attention of your leads and prompt them into converting.


Personalization will always provide a better result.

Nobody wants to read or reply to emails that they feel is sent in mass.

No matter the number of people you are sending emails to, always make sure you personalize your email so that your email looks like it was sent directly from you to the person.

Analyzing a lead will also help you to better personalize your email because you know what the lead wants, hence you will be able to send personalized contents that are very important and useful to the lead.

Personalization also increases conversion rates because the content you send to each leads answers their individual questions and needs.

For example, you are the owner of an online clothing store, when you analyze your lead, you will be able to know if the lead is a male or female.

You will be also able to know the age of your lead. All these information will help you to send personalized contents of clothing that fits into the lead.

Provide a Clear value for your Product or Service

Nobody will want to buy your product or have a need for your service if they do not see the value of it.

This is why you need to provide clear values of your product or service so that your lead will be able to know in clear terms the value and benefits you are providing.

Are you solving a problem?

Are you providing useful contents that will be beneficial to people?

Are you educating your leads about products that will be available soon?

Whatever your intentions, you need to make it very clear to your leads.

They need to know what you are offering and how it will benefit them.

Proving a clear value for your product or service is what will prompt your leads into making purchases because they will see the need for the product or service which you are selling.

Your Email Recipients should be able to respond to you

For your email workflow to be efficient and effective, your recipients should be able to respond to you.
It should not be just one-way traffic whereby it is only you that can send emails to your recipients but they cannot reply you.

You need to use an email address whereby your recipient can reply should in case they have any questions or inquiries.

When your leads are able to reply your emails, it creates a more favorable ground for you because you will know their actual thoughts and suggestions.

You will know what they are thinking and want they expect from you.

In case your recipients require any help from you, they will be able to reply and tell you exactly their issues and what they require from you.

In turn, you should be able to provide adequate and helpful answers to their questions without wasting time.

Your Subsequent Emails should always relate to a person’s Original Interest

The beginning of your email workflow to the end should always reflect your recipient’s original interest.

Do not send interesting contents at the first few emails then you start to send contents that are of no interest and not in line with the original interest.

Always make sure that your next content corresponds with your previous content.

Your next content should not confuse your recipient, instead, your recipient should have a better understanding of your previous content.

Your Content should be Brief and Concise

Nobody wants to waste a lot of time reading a very long email. It is tiring and boring.

All the contents you send in your email workflow should be brief and concise.

Your recipients should be able to get a clear understanding by reading a few words and sentences.

Your contents should be interesting, engaging, and impressive.

Best Examples of email workflow

Let’s take a look at an email workflow of an e-commerce online store

First email: A thank you email for signing up

Hi [name]

Thank you for signing up to [insert name of your online store].

You will receive updates and useful information about our products. We are also going to provide you with helpful contents that will help you make the right choices.

You can also go through our Facebook [insert Facebook URL] and Instagram [insert Instagram URL] pages to see more of our products and just take a tour.

Thank you once again for your interest in us.


[your name] [your role]

Second email: Share more useful contents about your products

Hi [name]

We observed you haven’t made any purchases yet. Hope you are impressed with our products.

We would like to bring to your notice [insert latest information and useful contents]

We promise to always serve you better and provide you with whatever you need.

If you have any questions or inquiries, please feel free to ask by replying to this mail.

Thanks once again.

[insert your name] [insert your role]

Third email: Provide Incentives

Hi [name]

Do you know you can save more money when you buy our products with our exciting offers?

Buy 2 of our [products name] and get 20% off.

For every of our product that you buy in the next 2 weeks you will get a discount of 10%.

Take advantage of this wonderful offer! Get more and spend less!



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