Workflows Overview
What workflows are, how they're structured, and where they fit in your email marketing automation.
Workflows are multi-step automated sequences. When a contact is enrolled, they move through a series of steps — emails, delays, and conditions — without manual intervention.
How workflows are structured
A workflow consists of ordered steps. Each step has a type:
| Step type | What it does |
|---|---|
| SEND_EMAIL | Sends an email to the enrolled contact |
| DELAY | Waits a specified time before proceeding (minutes, hours, days, or weeks) |
| CONDITION | Checks a contact field or behavior and branches accordingly |
Steps execute in order. When a contact reaches a DELAY step, the workflow pauses for that contact until the delay elapses.
Workflow status
| Status | Meaning |
|---|---|
| DRAFT | Not yet active — no enrollments will process |
| ACTIVE | Running — enrolled contacts progress through steps |
| PAUSED | Temporarily stopped — existing enrollments hold their position |
How contacts enter a workflow
Contacts can be enrolled:
- Manually — select individual contacts or bulk-enroll from the contacts page
- Via segment — enroll all contacts matching a segment
- Via triggers — automatically when a contact submits a form, receives a tag, or enters a segment
Draft first, activate second
Always build and review your workflow in DRAFT status. Only activate when you've checked every email, delay, and condition. This prevents sending unfinished content.
Common workflow patterns
- Welcome series — onboard new signups with 3–5 emails over 2 weeks
- Trial nurture — guide trial users toward activation and conversion
- Re-engagement — reach out to contacts who haven't engaged in 30–60 days
- Post-purchase — follow up after a sale with resources and next steps
Workflows vs campaigns
Workflows run continuously and process contacts individually over time. Campaigns are one-time sends to an audience at a specific moment. Most teams use both — workflows for ongoing automation, campaigns for announcements and promotions.