If you’re tired of chasing cold leads and manually sending follow-up emails, you’re not alone. This guide is for anyone who wants to turn new leads into actual conversations—without living in their inbox. I’ll show you exactly how to set up automated email workflows in Referin that don’t feel robotic, don’t annoy people, and don’t require a PhD in marketing automation.
Let’s keep this real: There’s no magic button, but with the right setup, you’ll spend less time on busywork and more time talking to people who actually want to hear from you.
Why Automated Email Workflows Matter (And What to Ignore)
Before we dive in, here’s the honest truth: Most “nurture” emails get ignored because they’re generic, irrelevant, or too frequent. The goal is to send the right message at the right time—without flooding inboxes or sounding like a bot.
Let’s keep it simple: - Automation is great for reminders, resources, and timely nudges. - Don’t use it for complex, personal sales conversations—humans still win there. - Skip “drip” campaigns that just regurgitate blog posts. Focus on real value, not volume.
If you’re looking to actually move leads along (not just check a box that says “sent 5 emails”), keep reading.
Step 1: Map Out Your Lead Nurturing Flow (Before Clicking Anything)
Before you even log into Referin, grab a notepad or whiteboard. Automation won’t fix a bad process. Sketch out:
- What do you want your leads to do?
- Book a call? Download a guide? Reply with a question?
- What stages do your leads go through?
- Example: New inquiry → Engaged → Ready for sales chat
- What info or “nudges” help them move forward?
- Case studies, pricing info, reminders, etc.
Pro tip: Less is more. Two or three well-timed, relevant emails beat a seven-part saga nobody reads.
Step 2: Prep Your Content and Segments
Automation fails fast if you’re sending the same bland message to everyone. In Referin, you’ll want to:
- Write short, clear emails. Don’t overthink it—just be helpful and direct.
- Use personalization. Referin lets you pull in names, company info, and more.
- Segment your leads. Group leads by where they came from, their interests, or how “warm” they are. This avoids sending irrelevant info.
What works:
- Sharing something genuinely useful (a quick tip, a short case study, a “did you know?” about your product).
- Using a conversational tone. Robots don’t close deals.
What to skip:
- Big, fancy HTML templates. Plain text feels more personal and gets better replies.
- Generic “Hope you’re well” intros.
Step 3: Set Up Your Workflow in Referin
Log into Referin and head to the automation/workflows section. Here’s the nuts and bolts:
3.1 Create a New Workflow
- Click Create Workflow (or similar—naming changes, but you’ll spot it).
- Name it something you’ll recognize, like “New Lead Nurture – Website Demo Request.”
3.2 Choose Your Trigger
- Common triggers:
- Lead fills out a form
- Lead added to a list
- Tag applied (e.g., “Webinar Attendee”)
- Be specific. If you trigger on every new contact, you’ll annoy people who aren’t a fit.
3.3 Add Steps (Emails, Delays, Conditions)
- Add your first email:
- Keep it short. Thank them, offer something useful, and set expectations for what’s next.
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Personalize it with their name/company.
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Add a delay:
- Wait 1–3 days before sending the next email. Don’t rush—nobody wants five emails in five hours.
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Referin’s interface makes this a simple “Delay” step.
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Add a condition:
- Example: If someone clicks a link or replies, stop the workflow (or switch to a different one).
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This prevents over-messaging and shows you’re paying attention.
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Add a follow-up email:
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Share another resource, answer a common question, or invite them to a call/demo.
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End the workflow:
- Don’t keep sending emails forever. After 2–3 steps, either hand off to a human or let it rest.
Pro tip: Test your workflow with your own email before turning it on for real leads. Typos and broken links happen to everyone.
Step 4: Test, Turn On, and Watch What Happens
Here’s where most people mess up: They build a workflow, turn it on, and never look at it again. That’s a recipe for embarrassing mistakes.
- Test with fake leads. Use test emails to make sure everything lands as expected.
- Check all links and personalization fields. Nothing kills trust faster than “Hi [FirstName],”.
- Preview the timing. Make sure delays feel natural, not spammy.
Once you’re confident, activate the workflow for your real leads.
Step 5: Monitor, Tweak, and Improve
Automation isn’t “set it and forget it.” The best performers keep an eye on what’s working—and what isn’t.
- Track open and reply rates in Referin.
- Watch for unsubscribes or complaints. If you’re getting them, your emails are missing the mark.
- Change one thing at a time. Tweak subject lines, timing, or content and see what improves.
What works:
- Asking a direct question (“What’s your main challenge with X?”) to encourage replies.
- Removing steps that don’t get results.
What doesn’t:
- Obsessing over tiny metrics like open rates if nobody is replying or booking calls.
- Copying “best practices” without testing if they fit your audience.
Real Talk: What to Ignore
There’s a lot of hype about “AI-powered nurturing,” “hyper-personalization,” and “omnichannel engagement.” Here’s what actually matters:
- Don’t automate everything. Always have a human ready when a lead engages.
- Don’t buy into over-complicated workflows. If you need a flowchart to explain your automation, it’s too much.
- Don’t chase shiny new features. Nail the basics before layering on complexity.
Keep It Simple, Iterate, and Don’t Overthink
Automated workflows in Referin can save you hours and help you focus on real conversations. Just remember: Start simple, use plain language, and keep tweaking based on what actually works. The best workflows feel personal, not pushy.
It’s better to have a two-step sequence that gets replies than a ten-step sequence nobody reads. If you’re not sure where to start, start small—and improve as you go.