Workflow: creating an automated campaign

The purpose of Workflow is to help plan and automate marketing campaigns. It lets you to easily set even complex campaigns in order. All registered contact activity can be used as events or conditions to trigger actions. Workflow campaigns can be adjusted to meet the demands of a project, allowing the creation of sophisticated marketing campaigns, By using workflows, you will be able to:

  • build strong relationships with your customers by using welcome emails and SMS,
  • send accurately personalized messages to target groups. For example, define groups by particular tags or by activity on your website,
  • generate discount coupons to encourage repurchasing,
  • promptly deliver offers to customers thanks to activity alerts and information on what interests them,
  • constantly update your database by deleting inactive contacts or redirecting them to different campaign stages,
  • simplify the process of campaign management and specify various actions and conditions to achieve goals,
  • create multilevel structures to achieve maximum synergy between features.

HOW IT WORKS

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CREATING AND EDITING A WORKFLOW

To create a new workflow campaign, go to  AUTOMATION PROCESSES → WORKFLOWS → ADD NEW WORKFLOW

From this menu, you can also edit previously created workflows. However, if you make any changes to an active Workflow campaign, all accompanying processes are terminated and all statistics are deleted. The workflow then starts from the beginning, as per the changed settings. Contacts that have already been on certain stages of the Workflow will have to start from the beginning if they enter the workflow again.

ADD NEW WORKFLOW

This screen is divided into two parts.

  • The upper part contains the following: Settings, Elements, the ON/OFF switch, Save.
  • The lower part is an empty space where you can create a new workflow. Start is a fixed element that begins every workflow. Use “+”  to zoom in, “-“ sign to zoom out, and “Χ” to center the view.

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[A] SETTINGS

SETTINGS

Click this to open Settings:

pop up en

[A] Name – enter a name of the campaign so that you can find it later in the system.

To proceed, click Save.


[B] ELEMENTS

elements

The Elements icon opens a Categories sidebar located on the right side of the screen. Another way to access this sidebar is to press the green Ξ button. Categories exist is 3 basic and 2 special types – Events, Conditions, Actions are basic elements, while End and Timer are special elements. These are essential in creating a workflow campaign.

kategorie

Choose a category, to open a list of available options. To search for elements, click the Magnifier icon and enter a phrase. Click the small Arrow in the upper right corner to go return to Categories. Click “x” to close the menu.
events


[C] ACTIVE

active

You can activate and deactivate a campaign at any time by toggling between ON and OFF.


[D] SAVE

SAVE

To save a created workflow campaign, click Save.

IMPORTANT: Saving campaign will not be possible until you add at least one End element to the workflow.


CATEGORIES: EVENTS, CONDITIONS, ACTIONSEND, TIMER
To build a workflow campaign, use the basic elements – Events, Conditions, and Actions, Create individual causal chains by placing Events, Conditions, and Actions, in any configuration, between the opening Start and closing End elements. Use the Timer to specify when to activate chosen elements.

All in all, the creation of a workflow is very intuitive. Just select a category, pick a specific element, then drag and drop it onto the editor field.

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To link two elements, click an icon with forked arrows on an element and drag to another one. The elements will become linked with a green arrow, with the direction representing causal order. To delete an arrow, click the red cross on it.

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  • use to delete an element from the project,
  • use  to open the settings of a specific element,
  • use 🕘 to set an activation delay for an element.

[E] EVENTS

Events have blue icons. Events initiate workflow processes and can activate actions. To go through campaign stages, contacts must trigger events first.

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  • start each causal chain with an event. Add at least one event following the opening Start element.
  • you can add as many events as you like, anywhere in the workflow.
  • you can link multiple events to further narrow down the group of contacts for which you’re making the workflow,
  • causal chains in one workflow can be independent, or interwoven, depending on the project at hand,
  • you can build different structures for events of the same type,
  • use the clock icon to create an alternative connection “If the event does not occur”. Use this feature to set a delay after which a contact that did not trigger the specified event is moved to a different stage in the workflow.

IMPORTANT: The first event (the one right after Start) must occur, the “Delayed Event Transition” feature can not be used on it, as it would prevent all subsequent elements from activating.

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[F] CONDITIONS

Conditions have orange icons. Use them to specify the conditions for an action to be fulfilled. To verify if a contact met a condition, an entire contact card is checked by the system.

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  • you can add any number of conditions.
  • if you link multiple conditions, all of them will have to be met concurrently for a connected action to be triggered.
  • the green, forked arrow in the middle of the element represents an action that will be triggered when the condition is met (on the green arrow that links elements, Yes will be displayed). Conditions can be reversed, which is why a similar, red icon represents an action that will be triggered when the condition is not met (on the green arrow that links elements, No will be displayed).
  • you can set additional parameters for the condition Contact has a detail. Besides linking elements, the forked arrow lets you specify a detail that a contact must (or must not) have for the action to be triggered. The single arrow refers to contacts, that have other details. Only one connection of this type is possible.

After connecting this condition to an action, a little white rectangle with a “-“ sign will appear on the green arrow. Click it to open the settings.

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  • for the condition Contact was tagged with, you can set additional parameters. Besides linking elements, the forked arrow lets you specify a tag that a contact must (or must not) have for the action to be triggered. The single arrow refers to contacts, that have other details. Only one connection of this type is possible.

After connecting this condition to an action, a little white rectangle with <<tag>> will appear on the green arrow. Click it to open the settings.

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[G] ACTIONS

Actions have green icons. They are automated system operations that are triggered be preceding elements. In a workflow, you can interlace actions, events, and conditions in various combinations.

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  • multiple actions can be activated at the same time,
  • you can set actions to either trigger if a condition is met, or when it is not.  Same can be done for event-action causal links.
  • you can delay the activation of an action by setting custom time requirements,
  • though it is often the case, actions do not have to end a workflow,

[H] END:
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  • use this element to close finalized causal chains or entire campaigns.
  • contacts who reach this element exit the workflow,
  • close at least one causal chain with the End element. Chains without this element remain active indefinitely. For example, if a contact moves through some stages in a workflow, but reaches the End element, then they will exit the workflow immediately. Conversely, if they reach the final steps of chains without ever reaching a closing element, they will remain in the workflow.

IMPORTANT: A contact that has reached the End of a workflow can begin the entire process again if events and conditions permit.


[I] WAIT:

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  • use this element to set a delay between a trigger and an activation of an action or a condition.
  • you can add the Timer to any element.
  • to set a delay in the activation of a causal link, add this element between the chosen elements.
  • you can specify the time to a number of hours/days/weeks/months.

IMPORTANT: Automated workflow campaigns are an expanded version of Automation Rules. Though the use of both functions is analogous, they work independently. Carefully consider every step of the campaign and make sure that they do not repeat, lest some actions are performed twice.

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