When creating a marketing automation workflow, you will build a series of steps that include entry points, actions and conditions. In the article, we'll detail each condition to help you create the best workflows!
The following workflow is a workflow to send a coupon to your contact after their first purchase. You'll find:
- The entry point: Website purchase
- A condition: If/Else condition "Is it their first purchase?"
- 2 Actions: Send a coupon if YES and Add to Loyal customer list if NO
What are the Conditions?
After choosing one or several entry points, you can select a series of actions and conditions in your workflow. Just click the + icon below the entry point to add either an action or a condition.
We'll detail the available conditions below:
Add a delay
For some workflows like Welcome emails or Abandoned Carts emails, it's best to add a delay before sending the email. You can easily add this condition before any action and add a delay of X minutes/hours/days/weeks/months.
The delay step adds a wait period between the step immediately before the wait period.
To understand the difference between Add a delay and Wait until, check our dedicated article: What's the difference between Wait until and Add a delay?
Wait until also adds a delay but not according to a period of time, rather according to an event. So you will wait until a specific action has been performed by the contact to do another action:
- Website activity
- Contact submits a form
- Email marketing activity
- Transactional email activity
These are detailed in the article about Entry points.
To understand the difference between Add a delay and Wait until, check our dedicated article: What's the difference between Wait until and Add a delay?.
If / Else conditions
Thanks to the IF / ELSE conditions, you can divide your workflow into 2 branches:
- YES: the contact meets the condition
- NO: the contact doesn't meet the condition
You will find more details in our article How do the if/else conditions work?
Split your contacts in a 50:50 ratio to follow path A or path B. Use this function to test and optimize your workflow outcomes.
⏩ What's next?
- What are the entry points in Marketing Automation?
- What are the actions in Marketing Automation?
- Creating a custom Automation workflow
- Automation use cases (abandoned cart, welcome messages, birthday emails, etc.)