With Workflows, you can create follow-up messages and multichannel campaigns based on customer engagement. For instance, if a customer abandons a cart, you can build a Workflow to automatically send a first message, then a second message with a small discount if they don't respond, and even a third message with a larger discount.
This feature is available now for all Loyalty & Marketing Pro customers.
Workflows can be built around specific customer actions like products added to cart, post purchase, new customer, and more. Once the workflow is built, messages are automated and responsive to customer behavior.
To create a campaign workflow, go to Marketing > Workflows:
- Click Create workflow.
- Enter a Campaign name and click Next.
- Build your Trigger by selecting and Event, Segment, and Time of day to send, as applicable.
Example: In a workflow to win back a dormant shopper, your trigger can be built with the win back customer segment. - For triggers using the Event type Entered segment, by default the workflow will be canceled for any customers that fall out of the target segment(s) after the campaign starts. If you want to continue the workflow for those customers, toggle off the Cancel workflow if customer falls out of segment option. This gives you control over time-sensitive and one-off campaigns where strict segment re-checking at send time isn't necessary.
- Click the plus + button on the workflow to add an Action.
- Select the type of Action, such as Send email. Enter a Subject and Preview text in the applicable fields.
- Click Open editor to build your email.
Note: Templates make is easy to build out an email. - Click Close editor to add Conditions, Time delays, and further actions to your email as needed.
- Click Activate workflow to activate your campaigns and start sending messages to customers that trigger these events.
Building workflows with limitations
There is no limit on the amount of workflows you can create in the Backoffice, however there are limitations around nodes, conditions, and time delays. Limitations are as follows:
- No more than 10 nodes.
- No more than 10 conditions.
- No more than 90 days worth of delays down any given path.
- No more than 4 messages down any one given path.
Troubleshooting: Workflow Emails Showing as "Interrupted"
If a workflow includes a time delay, the customer must stay in the triggering segment for the entire delay period. If they fall out of the segment before the delay completes, the email is canceled and marked as "interrupted."
To prevent this
- Widen your segment window so it's longer than the total workflow duration (e.g., "first purchase date in the last 14 days" instead of "last 1 day")
- Or use the built-in "New Customer" workflow trigger, which fires on the first purchase event and doesn't depend on ongoing segment membership