Email Flows
Email Flows are automated email sequences that trigger based on events and guide contacts through a series of steps.
Overview
Flows let you:
- Automatically send email sequences when contacts match trigger criteria
- Add conditional logic to personalize the journey
- Run A/B tests on subject lines and content
- Track goals to measure flow effectiveness
- Pause and resume flows at any time
Creating a Flow
Navigate to Email Marketing > Flows > Create Flow.
Flow Builder
The flow builder uses a visual drag-and-drop interface (ReactFlow) with a vertical layout. Connect nodes to define the journey.
Node Types
| Node | Description |
|---|---|
| Trigger | Defines what starts the flow (tag added, manual enrollment, API call) |
| Send Email | Sends an email using a template and sender |
| Wait | Pauses the flow for a specified duration (hours, days, weeks) |
| Condition | Branches based on contact data or email engagement (opened, clicked) |
| A/B Test | Splits contacts into variants to test different emails |
| Action | Performs an action (add tag, remove tag, update field, enroll in another flow) |
| Goal | Marks a conversion event (e.g., replied, booked a meeting) |
Triggers
Flows can be triggered by:
| Trigger | Description |
|---|---|
| Tag Added | When a specific tag is added to a contact |
| Manual Enrollment | Manually add contacts to the flow |
| API Enrollment | Enroll contacts via the workflow engine or API |
| Workflow Action | Triggered by AI agent workflow actions (enroll_in_email_flow) |
Flow Execution
When a contact enters a flow:
- The Trigger node activates
- The contact progresses through each connected node
- Wait nodes pause the contact for the specified time
- Condition nodes evaluate and route to the matching branch
- Send Email nodes queue the email for delivery
- Goal nodes check if the contact has achieved the target action
- The flow continues until there are no more connected nodes
Enrollment Rules
| Rule | Description |
|---|---|
| Single enrollment | A contact can only be in a flow once (default) |
| Re-enrollment | Optionally allow contacts to re-enter after completion |
| Skip if enrolled | Contacts already in the flow are not re-enrolled |
A/B Testing
The A/B Test node lets you:
- Split traffic between 2+ variants
- Test different subject lines, content, or send times
- Define a winner metric (open rate, click rate)
- Automatically send the winner to remaining contacts
Managing Flows
Flow Status
| Status | Description |
|---|---|
| Draft | Not yet active, can be edited freely |
| Active | Running and enrolling contacts |
| Paused | Stopped temporarily, no new enrollments |
| Archived | Deactivated permanently |
Flow Metrics
| Metric | Description |
|---|---|
| Enrolled | Total contacts that entered the flow |
| Active | Currently progressing through the flow |
| Completed | Finished all steps |
| Goal Reached | Achieved the defined goal |
| Emails Sent | Total emails sent by this flow |
| Open Rate | Percentage of emails opened |
| Click Rate | Percentage of links clicked |
Best Practices
- Start simple - Begin with 3-5 emails and iterate
- Use wait nodes wisely - Space emails 2-3 days apart
- Personalize - Use contact variables in subject lines and body
- Set goals - Track what success looks like
- Monitor engagement - Pause flows with high unsubscribe rates
Related Features
- Broadcasts - One-off email sends
- Templates - Email template management
- Segments - Target specific audiences