Elements in workflow allow you to specify the specific flow of events that occur as contact progresses through a workflow. Once a workflow has been created, the elements panel allows you to easily drag and drop the components of your workflow on to the canvas. Edit the properties of elements by clicking on them in the workflow.
An entry event specifies what must occur before a contact will be eligible to enter a workflow.
Entry Event Types
The following entry events are available:
- List Subscription: List-based event that occurs when a contact subscribes to a list
- Purchase: Merchant-based event that occurs when a contact purchases from a specific merchant
- Cart Abandonment: Merchant-based event that occurs when a contact abandons items in their cart
- Product Browse Abandonment: Merchant-based event that occurs when a contact visits a product page but does not add an item to their cart
- Page Browse Abandonment: Merchant-based event that occurs when a contact visits a page but does view a product (ex: category page)
Entry Event Properties:
Once a workflow is created you can set additional properties, such as the list and merchant associated with a workflow.
Selecting a list and merchant allows segmentation and other list-specific information to be included in a message.
Re-entry rules control how often a contact is eligible to enter a workflow. Contacts can enter a workflow any time they complete the entry event, or be required to wait a set number of days between entry. Re-entry rules can be used to prevent a single contact from existing within two locations of a single workflow at the same time.
Entry prevention rules prevent a user from entering a specific workflow if they are in another specified workflow. Multiple workflows can be applied to the entry prevention rules. Entry prevention allows marketers to prioritize campaigns, such as Shopping Cart Abandonment, over other campaigns, such as Browse Abandonment.
Once an entry event has been selected, use the elements panel to drag-and-drop additional into a workflow.
Pause a contact's progress through a workflow for a set number of minutes, hours, or days. In addition to a Wait step's specified duration, you can specify which day or days of the week a contact's progress should be unpaused,
Specify the type of messaging a contact will receive.
- Email: Composer or HTML-built email message sent to all contacts in the path
- SMS: Send an SMS message to contacts in the path. Standard messaging rates and character length applies
Decision splits allow you to change a contact's path through a workflow if they meet certain criteria. Some decision splits will be available in all workflows, while others will only be available in specific workflows. The availability of decision splits is based on the type of data collected and used to power specific campaigns.
Decision Split Types:
Nine types of decisions are currently available:
- Marketing Status: Changes a contact's path through a workflow if they are a resubscriber. A contact who is already subscribed to an email list will be labeled a resubscriber. Only available in List Subscription workflows.
- Engagement: Change a contact's path based on if they have opened or clicked through an email message. Engagement splits are available for both email and SMS channels.
- Purchase History Split: A purchase history split allows a contact's path to change based on the sum they have spent on all orders or the number of purchases they have made.
- Channel Affinity: The channel affinity split allows a marketer to select which channel to use to message contacts in if contacts are subscribed to multiple channels, such as SMS and email.
- Random: A random split sends a percentage of the contacts in the workflow down each path randomly. The percentage of contacts who receive each path can be customized. A random split is ideal for testing and optimization.
- Order Details Split: The order details split allows a marketer to send a contact down different paths based on the products that they have ordered. The order details split uses information collected about the products in an order, such as the SKU and product category. Available in the post purchase workflow.
- Product Browse Details Split: A product browse details split allows a marketer to send a contact on a different path if they browsed a specific SKU, or if the item they browsed is within a specific product category. Available in the Product Browse workflow.
- Cart Details Split: A cart details split allows a marketer to send a contact down in a different path based on information about the items abandoned in their cart, such as specific SKUs, categories of products, or the total dollar value of their cart. Available in the Cart Abandonment workflow.
- Page Browse Details Split: A page browse details split allows a marketer to send a contact on a different path if they browsed certain pages based on the specific URL of the page browsed. This is used for category browse. Available in the Page Browse workflow.
TIP: For profile or interest based decisions use dynamic content to send contacts relevant information.
Actions allow you to provide information to a contact as they progress through a workflow.
Currently coupons are available as an action in a workflow. Learn more about adding coupons in workflow. Action elements are merchant based.
Exit events remove contacts from a workflow if they have taken a specific action. Exit events will differ based on the type of entry event selected.
Contacts will naturally exit the workflow after completing the full path if they do not meet the criteria for a specified exit event.
Exit Event Types
- Purchase: Contacts are removed from a workflow after they have made a purchase. Available in all workflows.
- Order Cancelled: Contacts are removed if they cancel their order. Available in the Purchase workflow.
- Order Returned: Contacts are removed if they return their order. Available in the Purchase workflow.
- Cart Abandoned: Contacts are removed from a workflow after they have abandoned a cart. Available in all workflows.
- Cart Cleared: Contacts are removed from a workflow if they manually delete all items from their shopping cart. Available in the Cart Abandoned workflow.
- Product Browsed: Contacts are removed from a workflow after they have abandoned a product page in their session. Available in all workflows.
- Page Browsed: Contacts are removed from a workflow after they have abandoned a page in their session. Available in all workflows.
- Workflow Entered: Contacts are removed after they enter the specified workflow. Available in all workflows.