One of the most valuable aspects of email marketing is the ability to create automations so that some of your core marketing functions are running on autopilot, without the need for you to manage them each time.
In this article, we'll explore some of the most fundamental email marketing automations for your coworking space.
These automations:
We’ll also explore how you can tailor your automations based on different membership tiers, ensuring that your messaging feels personal and relevant at every stage.
The most important email in any automation series is the welcome email. This is your first chance to make a strong impression and start building a relationship with your new subscribers.
Whether they signed up for your newsletter, booked a tour, or downloaded a lead magnet, the welcome email should introduce them to your coworking space, highlight the value you offer, and invite them to take the next step.
Your welcome email should be warm and engaging, and it should set the tone for what subscribers can expect from future communications.
It should include:
Remember: your welcome email will need to be tailored based on where the contact came from. Your welcome email for a newsletter subscriber will be different from one for someone who submitted a contact form.
You can also use this opportunity to solicit engagement or gather additional information.
Welcome emails are more than just introductions—they’re a chance to learn more about your subscribers.
The forms on your website often have to be simple, requesting minimal amounts of data in order to minimize the barrier to entry.
Once someone has subscribed, though, you have an opportunity to ask for more insight.
You can do this by simply asking them to respond. Or, if you want to get a bit more sophisticated about it, you can leverage link triggers—clickable links in an email that help gather insights about subscribers' preferences and behaviors based on what they interact with.
In the context of a coworking space, these triggers can subtly collect data for segmentation without overwhelming the subscriber by asking things like:
These insights can help you to better tag or segment your audience so that you can send them more specific communications.
Just make sure your queries make sense given the context of the lead (newsletter, contact us, book a tour, etc).
Your welcome email can also be the first in a welcome series, which spans several emails designed to nurture new leads over time.
Here’s an example of how a welcome series might look for someone who submitted a “Contact Us” form:
Not every lead will be ready to book a tour or sign up for a membership right away. This is where lead nurturing sequences come into play.
These automated email series are designed to keep potential members engaged, educate them about the benefits of coworking, and guide them through the sales funnel until they’re ready to commit.
Understanding where a lead is in the buyer’s journey is essential for creating a tailored nurturing sequence. Each lead enters your funnel with a different level of familiarity and intent, and their entry point often reveals which stage they’re in. By identifying this, you can craft messaging that meets them where they are.
At the top of the funnel, leads are just beginning to explore coworking. They may not fully understand what coworking is or how it can benefit them, but they’re curious. These leads are in the research phase and are looking for general information to help them decide if coworking aligns with their needs.
How They Entered:
What It Means:
These leads are seeking education, not a hard sell. They need content that builds awareness and trust while introducing coworking as a solution.
Leads in the middle of the funnel are actively evaluating coworking as an option. They’ve moved past initial curiosity and are now comparing coworking spaces to find the best fit for their needs.
How They Entered:
What It Means:
These leads are narrowing down their options and need content that highlights why your space stands out. They’re looking for detailed information to aid their decision-making process.
At the bottom of the funnel, leads are ready to make a decision. They’ve likely narrowed their choices to one or two coworking spaces and need reassurance or a small nudge to commit.
How They Entered:
What It Means:
These leads are highly engaged and close to converting. Your messaging should focus on removing barriers, addressing final concerns, and making the sign-up process seamless.
Once you’ve identified where a lead is in the funnel, the next step is to craft an email sequence tailored to their specific stage. The goal is to deliver relevant, timely content that nurtures the relationship and guides them toward a decision.
For leads in the awareness stage, focus on providing educational content that introduces coworking and highlights its benefits. Your messaging should build trust and position your coworking space as a helpful resource.
Example Emails:
In the consideration stage, your content should help leads evaluate your coworking space and showcase what makes it stand out. Focus on features, success stories, and the value your space provides.
Example Emails:
For leads at the decision stage, your emails should focus on driving action by removing barriers and offering incentives. Use clear, compelling calls to action to make it easy for them to commit.
Example Emails:
At some point, you’ll have leads who stop engaging with your emails. That doesn’t mean they’re a lost cause—it just means it’s time to re-engage them.
Automated re-engagement campaigns can help bring inactive leads back into the fold, whether by offering a new incentive, sharing exciting updates about your space, or simply reminding them of the value you provide.
The goal here is to rekindle interest by showing them what they’ve been missing and giving them a reason to re-engage.
Event-driven automations are powerful because they allow you to send highly relevant emails based on specific actions or behaviors. For coworking spaces, some key event triggers might include:
Now that we’ve explored the nuances of welcome emails, lead nurturing, and re-engagement campaigns, you should have a clear understanding of how to build meaningful touchpoints and guide leads through the buyer’s journey.
Remember, your coworking space is unique, and your email automations should align with your brand and your funnel.
However, using these general techniques, you should be ready to create targeted, relevant, and impactful strategies.
In the next chapter, we’ll build on this foundation by diving into how to craft an effective email marketing schedule for your coworking space.
With your automated campaigns in place, consistency becomes key. In the next chapter, we’ll show you how to create a well-structured email marketing schedule that keeps your communication on track.
Want to dive deeper into email marketing? Click below to download our free 14-chapter eBook:
Or, if you're looking for help in using email marketing to grow your coworking business, book a free consultation with us today.