What are workflows?

Workflows are a series of automated messages, activated by a number of triggers in your contacts’ details or by your contacts’ or leads’ actions. One example is a lead who subscribes to your newsletter or visits a certain page on your website.



This is what makes workflows unique. The fact that your contact personally activates your communication allows you to tailor the content and timing of your communication to the individual contact. Aside from enhancing the relevance of your communications, they will also increase the chances of conversion.

Why use workflows?

To communicate more efficiently: perhaps the main advantage of workflows is that they are an automated process. You activate the flow and the program takes care of the rest. So, gone are the days of losing leads by human error. What’s more, you can follow up all qualitative leads without spending time producing individual communications.

What do you use workflows for and when?

Workflows are used for lead nurturing. As soon as someone shows an interest in your product he turns into a lead. Your sales team will use the workflows to advance your leads’ customer journey and to transform them into customers. In other words, you ensure that you create the correct message in response to the right trigger. Flexmail: Workflows

Using your workflows correctly will allow you to convert leads and to maintain and engage existing contacts. Attracting new customers is one thing but you also need to nurture these contacts and develop a relationship with them. If you use workflows to communicate with your contacts, you can reap the benefits of upselling, evangelism and other wonderful techniques.

Steps to go through before creating a workflow

Indispensable workflows

Creating a workflow in Flexmail

Context: for the purpose of this particular example, I am the owner of a toy store. Before Christmas, I send out a newsletter to market the LEGO products I sell. I create a workflow that ensures that any customer who clicks the LEGO link in my newsletter receives an email with further information about my LEGO Days’ promotion. If that also rouses his interest, I give him a LEGO interest label.

Aside from enticing my customers to buy LEGO, I also want to find out who my inactive members are. To do so, I send out a campaign and a reminder campaign. If both these campaigns are disregarded, I launch a new reactivation workflow.

Step 1. New workflow

Log in to your account and go to campaigns -> workflows -> add new workflow.

Step 2. Select the type of workflow you want to use

You can choose between any of the standard flows Flexmail produced or design your own flow to address your target group as accurately as possible. Here, you have eight different options such as welcome message, reminder, event, sale follow-up...
For the purpose of this example I select “custom workflow” which I am going to organise to suit my own requirements.

Step 3. Starting block

Once you have chosen the workflow type, the starting block opens up. Here you can select various triggers that will ensure that your contacts end up in the workflow. The triggers could be linked to a message, a campaign, a form, a landing page, contacts and contact fields. To refine your target group, you can select several parameters by clicking the “+” icon.
In this example, I select everyone who opened my newsletter as my target group.

Step 4. Waiting

Once you have set a condition, such as anyone who opened your newsletter, you need to enter a wait block. This means that you will wait a specified period of time before you proceed to the next step. If you don’t do that, the workflow won’t work because it will only react to people who opened your newsletter on receipt.

Step 5. If/else condition

After my two-day waiting period I want to know who clicked the LEGO link in my newsletter. To do so, I click the “+” under the wait block and enter my parameters.

Step 6. Yes or no

Do I apply a branch to my workflow, yes or no? In step 5, I wanted to establish who clicked my LEGO link. Now, I want to take matters one step further.
Firstly, I want to send all the contacts who clicked my link a campaign about the LEGO Days. Secondly, I want to send any of the contacts who did not click the link a reminder about my Christmas promotion.

Step 7. Reaction to the campaign

Customers who received the LEGO Days’ campaign and clicked a link are added to the LEGO interest label. I stop the workflow for any customers who did not click the link. For any contacts whom I sent a reminder and who did not click a link by 6 May 2018, I will start a new workflow. A reactivation campaign.

Step 8. Activating your workflow

The final step is to activate your workflow. Return to your workflows overview. After the title of your subject, you will see a ‘play’ icon. This button will start your workflow. Next, press the ‘stop’ icon that appears to stop the flow.