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Automation

Workflow

A series of automated actions triggered by specific events or conditions.

Definition

An email workflow is a sequence of automated actions, primarily emails, triggered by specific events or subscriber behaviors. Workflows can include multiple emails, wait periods, conditional branches, and integrations with other tools. They automate complex customer journeys and communications.

Why It Matters

Workflows allow you to build sophisticated customer journeys that would be impossible to manage manually. They ensure every subscriber gets the right message at the right time, improving engagement and conversions while reducing manual work.

How It Works

A workflow starts with a trigger (signup, tag added, purchase, etc.). Subscribers who match the trigger enter the workflow. They then progress through a series of steps: emails, delays, conditions, or actions. Conditions can branch the workflow based on subscriber behavior or attributes.

Best Practices

  • 1Document your workflow logic before building
  • 2Use clear naming conventions for workflows and steps
  • 3Include exit conditions to prevent subscribers from being stuck
  • 4Test workflows thoroughly before activating
  • 5Monitor key metrics at each workflow step

Frequently Asked Questions

A sequence is typically a linear series of timed emails. A workflow is more complex, with branching logic, conditions, and multiple paths. Sequences are often components within larger workflows.

Yes, subscribers can be in multiple workflows simultaneously. Ensure your workflows do not conflict or overwhelm subscribers with too many emails. Use suppression rules when needed.

Check: trigger conditions are firing correctly, delay timings are appropriate, conditional logic matches expected behavior, and there are no errors in email content. Most ESPs provide workflow analytics to identify where subscribers drop off.