Workflow
Fast track (Summarised definition)
A workflow is an automated series of triggered actions, emails, or tasks that execute when leads or clients complete specific actions. Operates through predefined rules and conditions to deliver personalised experiences without manual intervention. Essential for lead nurturing, customer onboarding, and maintaining consistent communication throughout the customer journey.
Full lap (Full definition)
A workflow is an automated series of actions, communications, or tasks that execute automatically when leads or clients complete specific triggers or meet predefined conditions. In marketing automation contexts, workflows represent sophisticated rule-based systems that deliver personalised experiences, nurture prospects, and maintain consistent customer relationships without requiring manual intervention for each interaction.
Trigger-based activation forms the foundation of workflow functionality, with common triggers including form submissions, email opens, website visits, purchase completions, or specific behavioural patterns. When leads or customers perform these actions, the workflow automatically initiates a predetermined sequence of responses designed to guide them through desired customer journey stages.
Email sequences represent the most common workflow component, delivering targeted messages based on subscriber actions, interests, or demographic characteristics. These automated email series can include welcome sequences for new subscribers, educational content for prospects, abandoned cart reminders for e-commerce customers, or re-engagement campaigns for inactive subscribers.
Multi-channel workflows extend beyond email to include SMS messages, social media interactions, task assignments for sales teams, or integration with other marketing platforms. Advanced workflows can trigger actions across multiple channels simultaneously, creating comprehensive customer experiences that adapt to individual preferences and behaviours.
Conditional logic enables sophisticated workflow branching based on customer responses, engagement levels, or demographic data. If-then rules allow workflows to adapt dynamically, sending different messages or taking different actions based on how recipients interact with previous communications or what information is known about them.
Performance tracking and optimisation capabilities help marketers monitor workflow effectiveness through metrics like open rates, click-through rates, conversion rates, and revenue attribution. Regular analysis enables continuous improvement of workflow timing, messaging, and logic to maximise customer engagement and business results while maintaining automation efficiency that scales with business growth.