Automation
Automation workflows let you create sophisticated, trigger-based email sequences that run automatically. Use the visual workflow builder to design complex flows with branching logic, delays, and multiple actions.
Workflow Overview
What Is a Workflow?
A workflow is an automated sequence of actions triggered by specific events. When a trigger fires, subscribers enter the workflow and move through nodes until they reach an end point.
Workflow Components
- Entry point: How subscribers enter the workflow (trigger)
- Actions: What happens (send email, add tag, etc.)
- Conditions: Branching logic (if/else)
- Delays: Wait periods between actions
- End node: How the workflow completes
Workflow Statuses
| Status | Description |
|---|---|
| DRAFT | Being edited, not active |
| ACTIVE | Running and processing subscribers |
| PAUSED | Temporarily stopped |
Entry Points (Triggers)
Entry points define how subscribers enter a workflow. Each workflow has one entry point.
Subscriber Activity
- Joins a list: When subscriber joins a newsletter list
- Leaves a list: When subscriber unsubscribes
- Subscriber created: When any new subscriber is added
- Subscriber updated: When data is modified
Email Engagement
- Opens email: Triggered on email open (with campaign filter)
- Clicks link: Triggered on link click (with URL filter)
- Replies: Triggered on email reply
- Bounces: Triggered on hard/soft bounce
Tags & Fields
- Tag added: When a specific tag is applied
- Tag removed: When a tag is removed
- Field changes: When a custom field value changes
- Score threshold: When score crosses a value
Purchases & Payments
- Purchase completed: When a purchase is made (Shopify, Gumroad)
- Subscription started: New subscription created
- Subscription cancelled: Subscription ended
- Payment failed: Triggered on failed payment
Integrations
- Form submitted: Typeform, Tally forms
- Webhook received: Custom webhook triggers
- Data synced: When integration syncs data
Actions
Actions are steps that do something in the workflow.
Email Actions
- Send Email: Send from template or custom content
- Configure send time (immediate, specific time, timezone)
- Skip weekends option
- Personalization with variables
Tag Actions
- Add Tag: Apply one or more tags
- Remove Tag: Remove specific tags
List & Sequence Actions
- Add to List: Subscribe to a newsletter list
- Remove from List: Unsubscribe from list
- Add to Sequence: Enroll in email sequence
- Remove from Sequence: Exit sequence
Data Actions
- Update Field: Set, increment, clear field values
- Update Score: Add or subtract points
Utility Actions
- Wait: Delay for duration or until specific time/day
- Webhook: Send data to external URL
- Internal Notification: Notify team members
- Unsubscribe: Remove from emails
- End: Complete the workflow
Conditions (Branching)
Conditions split the workflow into Yes/No branches based on subscriber data.
Available Conditions
- Has Tag: Check if subscriber has specific tag(s)
- Custom Field: Compare field value (equals, contains, greater than)
- Score Value: Check subscriber score threshold
- In List: Check list membership
- Email Opened: Check if specific email was opened
- Link Clicked: Check if link was clicked
- Has Purchased: Check purchase history
- In Sequence: Check sequence enrollment
Condition Logic
Each condition node has two outputs: "Yes" (condition met) and "No" (condition not met). Connect each output to different actions or additional conditions to build complex logic.
Wait Actions
Wait Types
- Duration: Wait X minutes/hours/days/weeks
- Until time: Wait until specific time (e.g., 9 AM)
- Until day: Wait until specific day of week
Timezone Handling
Configure waits in the subscriber's timezone for optimal delivery times. If no timezone is set, your account timezone is used.
Visual Workflow Builder
Building Workflows
- Go to Automation → Create Workflow.
- Select an entry point (trigger) for your workflow.
- Drag and drop nodes from the sidebar onto the canvas.
- Connect nodes by drawing lines between them.
- Configure each node by clicking on it.
- Validate and activate when ready.
Node Types
Entry (Green)
Starting point, defines trigger
Action (Blue)
Performs operations on subscriber
Condition (Yellow)
Branches workflow based on logic
End (Gray)
Completes workflow path
End Node Options
End Actions
- Complete: Simply end the workflow
- Complete + Add Tag: Apply a completion tag
- Remove from Automations: Exit other workflows
- Restart: Loop back to beginning
- Move to Automation: Transfer to another workflow
Goal Tracking
Mark end nodes as "goals" to track conversion rates. This helps measure workflow effectiveness (e.g., "Made Purchase" as a goal).
Workflow Examples
Welcome Sequence
- Entry: Subscriber joins list
- Action: Send welcome email
- Wait: 2 days
- Action: Send tips email
- Wait: 3 days
- Action: Send offer email
- End: Add "completed-welcome" tag
Re-engagement Flow
- Entry: Subscriber inactive for 30 days
- Action: Send "We miss you" email
- Wait: 5 days
- Condition: Opened email?
- Yes → Add "re-engaged" tag → End
- No → Send final email → Wait 3 days → Unsubscribe
Purchase Follow-up
- Entry: Purchase completed
- Action: Add "customer" tag
- Wait: 1 day
- Action: Send thank you email
- Wait: 7 days
- Action: Send review request
- End
Best Practices
Workflow Design
- Keep workflows focused on one goal
- Use clear, descriptive names for workflows and nodes
- Test workflows with a small group before activating broadly
- Document complex logic with notes
Avoid Common Mistakes
- Don't create infinite loops without exit conditions
- Don't send too many emails too quickly (fatigue)
- Always include unsubscribe handling
- Test all branches of conditional logic