Using workflow builder

Article author
Kelly Sutter
  • Updated

Tip: Build your emails before setting up your workflow. To design your email, go to Email > Emails. Then return to the workflow builder to select it.


Workflow builder is a visual tool where you set up the components for your automation. You can add email campaigns, delays, and conditional branches. Click the Workflow tab to open the builder. The right panel shows your workflow. You’ll add new components here. The left panel is where you enter the details for each component. Use the resize tool to zoom in and out for a better view.




Build your workflow

  1. After you finish Settings, continue to the Workflow tab
  2. In the right panel, click the email image
  3. In the left panel, set up the first campaign in the workflow 
    Enter a campaign name, subject line, from/reply-to address, and options
  4. Select the email design
    If you haven’t created your email yet, you can come back and select it later
  5. Click the + icon to add more components to your workflow
    The menu will show the possible components that can be added at each point in the workflow. The + icon will be red when a required component is missing.
  6. Click Save and Exit


Add an Email Campaign

Add an email to the workflow. In the left panel, fill out the campaign details and select the email design. Keep in mind that campaigns that are part of workflows will appear in the Email Campaigns grid and calendar as part of the Testing step. You may want to follow the same naming and labeling conventions that you use when setting up campaigns outside of workflows. 

  • Campaign names
    The campaign name field will show the workflow name by default. We will append a 1, 2, 3, … to any additional campaign that is added to the workflow. To add a custom name, click into the field. Names cannot be changed after the workflow is sent.
  • Labels
    Add any labels you use for organizing. Labels cannot be added after the workflow is sent.
  • Select an email
    If you haven’t created your email yet, you can come back and select it later. To design your email, go to Email > Emails. Then return to the workflow builder to select it.


Add a Delay

Add a delay before the next email sends. Delays are required before emails and conditions. If you are using If Conditions, these delays give subscribers a chance to interact with your emails and send a follow-up email based on their behaviors.


1-48 hours later


1-60 days later

  • You can use your up/down keyboard arrows to adjust the delay times


Add an If Condition

Branch your workflow into different paths based on how subscribers interact with the previous campaign. Set what happens if the activity is met (Yes) or if it is not met (No). 

  • You do not need to set up both branches.
  • Conditions only apply to subscribers who are already in the workflow. You do not select a new list each time.
  • Set up your condition by adding as many requirements as necessary. You can combine both types. 
  • Select if you want the condition to include people who meet All or Any of the requirements. Only subscribers who meet the requirements will be included in your campaign.


Add activity requirements

Send a campaign based on how subscribers respond to the previous email in the workflow.


Send to people who did or did not open the previous campaign


Send to people who did or did not click any links or specific link(s) in the previous campaign


Send to people who did or did not soft bounce or hard bounce from the previous campaign


Send to people who did or did not forward the previous campaign


Add profile data requirements

Segment by any data that is stored in a WordFly data field.


Send to people based on their engagement rating (stars) and score


Send to people based on their interests

CRM data

Send to people based on CRM subscribe date, CRM subscriber ID, or download number

Other data

Send to people based on content in any data field in your account


Subscribers will exit the workflow when there are no more campaigns or when they no longer meet the requirements.


When you have completed your workflow, click Save and Exit to proceed to the next step.



Keep reading

  1. Select workflow settings
  2. Use workflow builder to set up components
  3. Review and test campaigns
  4. Activate a workflow