You have a marketing automation platform but aren’t sure which workflows to build first? These are the 3 highest-ROI automations that any business from B2B to e-commerce  should deploy immediately.

1. Workflow 1: Welcome Series – First impressions decide everything

A Welcome Series is an automated email sequence sent to new contacts after they subscribe, download a resource, or create an account. This is prime time they just showed interest and engagement is at its peak.

1.1 Designing a Welcome Series (4-5 emails over 14 days)

• Email 1 (Immediately): Thank you + deliver promised value (resource, account link). Brief brand introduction. Tone: friendly, no selling.
• Email 2 (Day 3): Share valuable content related to their interest. Blog post, case study, or how-to video.
• Email 3 (Day 7): Social proof, testimonials, achievement numbers, or a short case study. Begin introducing your product/service naturally.
• Email 4 (Day 10): Specific offer, invite to demo, free consultation, or trial. Clear CTA.
• Email 5 (Day 14): If not converted: summarize value + ‘we’re here when you’re ready.’ Transition to long-term nurturing.

2. Workflow 2: Abandoned Cart Recovery – Save 70% of lost carts

On average, 70% of e-commerce shopping carts are abandoned. An Abandoned Cart workflow automatically reminds customers to complete their purchase and can recover 10-15% of lost revenue when done right.

2.1 Designing Abandoned Cart Recovery (3 emails)

• Email 1 (1 hour after): ‘Forgot something?’ simple reminder showing selected products. No discount yet.
• Email 2 (24 hours): Social proof reviews, ratings, or ‘X people bought this last week.’ Gentle urgency.
• Email 3 (48-72 hours): Incentive free shipping, 10% off, or bonus. Final email, strongest reason to return.

Note: Not just for e-commerce. B2B applications include: abandoned forms, registered-but-no-show demos, proposals sent without response.

3. Workflow 3: Re-engagement – Wake up dormant contacts

Contacts silent for 60-90 days become ‘dormant’ still in your database but not opening emails or visiting your site. Re-engagement campaigns aim to either reactivate them or clean your database.

3.1 Designing Re-engagement (3 emails over 14 days)

• Email 1: ‘We miss you’ latest valuable content, recent improvements. Tone: genuine, not pushy.
• Email 2 (Day 5): Exclusive offer or special content just for them.
• Email 3 (Day 14): ‘Last chance’ directly ask: do you still want to hear from us? No engagement = auto-move to ‘Inactive,’ stop sending.

Dual benefit: recover engagement from some contacts while cleaning your database, improving deliverability for your entire email program.

4. Implementation tips for HubSpot

• Use the Workflow tool (not Sequences) for complex automation
• A/B test subject lines for the first email in each series
• Set suppression lists: don’t send welcome to existing customers
• Track the right metric: not just open rate, but final conversion rate
• Review and optimize every 4-6 weeks based on data

5. Frequently Asked Questions

5.1 Which workflow should I implement first?

Welcome Series. It has the highest ROI and is easiest to set up. Then Re-engagement (database cleanup), finally Abandoned Cart (if applicable).

5.2 Can these apply to B2B?

Absolutely. B2B versions: Welcome Series when downloading whitepapers, Abandoned Flow for incomplete demo registrations, Re-engagement for silent leads post-proposal.

5.3 How much content do I need for all 3 workflows?

Minimum 12 emails (5 welcome + 3 abandoned + 3 re-engagement + 1 buffer). Each needs subject line, body copy, and CTA. Tvia Collab helps design both content and workflows.