Prefer to learn by video? Watch here.
Let's get started.
What's an email workflow?
An email workflow is an automated email, or sequence of automated emails, you send to a list of contacts that match a certain set of filters.
There are two types of workflows:
- one-step workflows
- multi-step workflows
A one-step workflow sends out one automated email to the recipients list.
A multi-step workflow sends follow up emails after that first email in a sequence depending on certain rules (explained later).
How do I create a workflow?
You can create a workflow in two ways:
(1) From the handy orange plus sign
By using the orange plus sign you can quickly send a one-step workflow. When sending a one-step workflow from the orange plus sign, the goal and exit reason are automatically set to the defaults. The goal is that the contact replies and the amount of days after which a contact exits the campaign (if they haven't met the goal) is 30 days.
Want to add more steps to your workflow from the orange plus sign? Just press 'Add More Steps' in the bottom left.
(2) From the 'Workflows' page by pressing 'Create Workflow'
Choose your audience and add more steps.
How do I create an audience?
In the 'Enter if' field, press 'Choose your audience' and apply filters to your contacts list. Your contacts will enter the workflow once they match the filter that you set.
For example, set the filter to an opportunity stage. Contacts will enter the workflow when the account they're a part of has an opportunity that moves to that stage.
How does my audience move through the workflow?
There are four "phases" of the workflow, or four different statuses your contacts can have:
- Entered: a contact has matched the filter criteria of the workflow. They're now in the workflow until they exit.
- In: the contact is currently moving through the email steps of the workflow.
- Exited: the contact has met the goal you set on the workflow, an email to the contact bounced, they unsubscribed, or they haven’t moved steps in the set x amount of days.
- Met goal: the contact has met the goal set on the workflow and therefore exits successfully.
A goal is what you aim to achieve from a contact when they move through the workflow.
What goals can I set?
The goals you can set are:
- A contact replies to any email
- A contact clicks on any email
- A contact opens any email
- No specific goal
How do I set a goal?
You can set a goal by selecting an option from the dropdown menu in the 'Goal' field.
What does it mean when a goal is met?
When a contact meets the goal, they exit the workflow and don't receive any further email steps in the workflow.
Setting the goal to "Contact opens an email" is the broadest goal you can define, as a contact of course needs to open an email to click on it or reply to it.
A contact exits a workflow based on a set of standard reasons:
- The contact meets the goal you've defined
- An email sent to them bounces
- The contact unsubscribes from your emails
- The contact hasn't moved steps in x amount of days
This last exit reason guarantees that no contacts stay stuck in the workflow if a contact never meets the necessary conditions to move to any next step. You can decide after how many days of a contact's inactivity that they exit the workflow.
Additional workflow configuration options
You can set additional configurations on the workflow.
One-time or continuous workflow
You'll see a checkbox: "Email contacts who match this filter in the future too".
When you check the box, it makes it a continuous workflow that is also sent to all future contacts that match the 'Enter if' filter you've set on the workflow.
When you uncheck the box, it's a one-time workflow that's sent to the current contacts that match the filter at the time you create the workflow, but not to future ones.
Scheduling a workflow
Schedule when the workflow starts running. When you schedule a workflow to start in x days, it means that contacts will start entering the workflow after x days, provided they match the "Enter if" filters at that point.
Set this up in the 'Set live' dropdown menu.
Note: if instead you want to add a delay between the moment a contact matches the "Enter if" filters and when the first email step sends, this delay can be added on the first email step.
You can also set the sending schedule. If you prefer for your emails to only be sent during work hours and exclude the weekends, this is possible. Simply select the times from the drop-down list where it says "Send between" and then select all the days you wish to send on from the drop-down list after "On".
🌟Pro-tip: Sending limits may impact sending despite scheduling so be sure to take those into account.
Setting the email as a reply
You also have the option on each email to set it as a reply by checking the box 'as reply'. By doing this, it will add ‘RE:’ to the subject of the previous email and keep the email in the same email chain as the previous one.
What rules can I trigger a following email on?
- Replied/hasn't been replied to
- Opened/hasn't been opened
- Clicked/hasn't been clicked
On each email step, you can decide whether you want the email to be tracked and/or whether an unsubscribe link should be included. You can turn these on/off in the bottom left.
What do the workflow analytics mean?
A contact enters a workflow when they've met the filter criteria that are set on the workflow.
When a contact's in the 'Entered' list, they will start to move through the workflow based on how you've configured each email step.
A contact is in the 'In' list when they are currently moving through the steps of the workflow.
When a contact has exited the workflow it will no longer flow through the steps and no longer receive any emails. They can exit the workflow for 4 defined reasons (repeated from above):
- The contact meets the goal
- The email bounces
- The contact unsubscribes
- The contact hasn't moved steps in x amount of days
You define after how many days you'd like a contact to exit if they haven't moved steps.
A contact is in the 'Goal met by' list when they've met the goal you've set for the workflow. The goal is set in the 'Set up workflow' step at the top of your workflow in the 'Goal' dropdown menu.
What do the email step analytics mean?
Each email step in the workflow has its own analytics. Here's what they mean:
This is the total amount of contacts expected to receive this email step.
This is the list of contacts that have been sent the email step.
This is the list of contacts that have/haven't opened and/or have/haven't clicked on the email. You can change the list you want to see by selecting the option in the dropdown menu in the top right.
This is the list of contacts that have replied to the email. To see the list who haven't replied, click the option in the top right dropdown menu while in the tab.
This is the list of contacts that failed to receive the email or unsubscribed.
The reasons a contact could have failed to receive the email are if the email was invalid or the email bounced. Select a specific list you'd like to filter on with the dropdown in the top right.
With email workflows comes lots of emailing power and responsibility. Set up your email workflows to win your opportunities for you. 💌
Any questions? Just ping us on the chat!