Businesses use Zoho Campaigns to capture website leads, nurture them through the marketing funnel, and execute their email marketing strategy.
In this article, we’ll show you how to work with these Autoresponder and Workflow, Zoho Campaigns’ two tools for automated communication, and how you can leverage them in your email marketing campaigns for maximum impact.
Maximizing Engagement with Zoho Campaigns’ Autoresponders
In Zoho Campaigns, autoresponders allow you to create a series of emails that automatically send at predetermined intervals or based on certain actions your subscribers take, such as signing up for your newsletter, downloading an eBook, or making a purchase.
A few examples of when to use autoresponders include:
- Welcome emails
- Educational series
- Abandoned cart reminders
- Post-purchase follow-ups
- Confirmation emails
These time-saving automations boost engagement while creating a more personalized experience for your customers.
What are Workflows?
Workflows are more sophisticated than autoresponders, as they enable you to create multi-step and multi-channel journeys.
You can use workflows to segment your subscribers into different groups based on their interests and preferences, then plan personalized messages designed to reach their inbox at exactly the right time, or in response to a trigger, such as sending a discount code when someone purchases a certain item.
In Zoho Campaigns, workflows are triggered by events or conditions that you specify in advance.
For example, you can set up a workflow so that when someone subscribes to your newsletter, they automatically receive a welcome email plus additional emails over the following weeks about your products and services.
You can also configure workflows to send out surveys or discounts based on certain criteria or customer segments such as their location or purchase history.
Like autoresponders, they are massive time savers and help keep your customers engaged. They make your life even easier by allowing you to create an automated sequence of emails and actions that can be monitored for conversions and adjusted as needed.
Autoresponders vs. Workflows: When To Use Each
Autoresponders are based on time intervals or specific subscriber actions, while workflows use more complex triggers, such as subscriber engagement, lead score, or changes in contact information.
They are also simpler tools—companies primarily use them for linear email sequences. Workflows allow you to build branching email campaigns based on multiple conditions.
Workflows offer greater flexibility in terms of targeting, segmentation, and tracking.
Use Autoresponders for:
- Simple, time-based email sequences (e.g., welcome series, educational content)
- Basic follow-up emails based on specific subscriber actions (e.g., abandoned cart reminders, post-purchase follow-ups)
- Help desk or customer service emails that require immediate response (e.g., confirmation emails, account verification)
Use Workflows for:
- Complex email campaigns that require branching and multiple conditions (e.g., targeted promotions based on user behavior or preferences)
- Advanced targeting and segmentation (e.g., sending emails based on lead score, engagement, or changes in contact information)
- Improved tracking and reporting to optimize email performance
How to Create Autoresponders and Workflows in Zoho Campaigns
Create an Autoresponder
To create an autoresponder, follow these steps:
- Navigate to the toolbar and select “Automation,” then choose “Autoresponders.”
- Click on “Create Autoresponder” and hover over the Signup autoresponder before clicking “Create.”
- Fill in the necessary information:
- a. Assign a name to the autoresponder for easy reference.
- b. Choose a mailing list associated with your autoresponder or create a new one if needed.
- c. Opt to include contacts added to your mailing list through Import and CRM Sync, if required.
- Click “Create.”
The Signup autoresponder offers two views: timeline and tree view. You can switch between these views using the toggle button in the top-right corner.
Create a Workflow
To create a workflow in Zoho Campaigns, follow these steps:
- Go to “Automation,” select “Workflows,” and click “Create Workflow” in the top-right corner.
- Choose a template for the desired workflow type or create a custom workflow.
- Select a trigger from the left panel to initiate the workflow and configure it on the canvas.
- Pick a flow control component or condition component from the Process section and set it up on the canvas.
- Add and configure actions from the Engagement, Productivity, or Zoho CRM categories.
- Click “Activate” in the top-right corner to enable your completed workflow.
Best Practices When Using Autoresponders and Workflows
When using Autoresponders and Workflows, remember the following best practices:
- Be aware of your subscriber’s actions. When creating an autoresponder or workflow, consider the actions that the subscribers have already taken. For example, if someone has already made a purchase from you, don’t include them in your onboarding sequence.
- Only send content around topics your customers have subscribed to. Make sure your content is relevant to the topics they signed up for.
- Test and refine your emails as much as possible. Monitor email performance and adjust your campaigns accordingly. Keep track of open rates, click-through rates, unsubscribed, etc., to ensure each campaign reaches its desired goal.
- Limit send frequency. Avoid bombarding subscribers with too many emails. Make sure you are only sending content that is engaging and valuable, as opposed to promotional or irrelevant emails.
- Keep your messages short and sweet. Simple formatting and plain language help readers digest the information quickly, leading to higher conversion rates.
Zoho Campaigns is one of the most straightforward and robust email marketing platforms that you can use to create autoresponders and workflows. Autoresponders are ideal for simple, time-based email sequences while workflows are perfect for more complex campaigns with multiple conditions.
Following the steps in this guide, you can create successful campaigns that will engage your customers and drive conversions.
If you’re still having trouble setting up and automating your campaigns, chat with us for more help.