It's important to have a thorough plan for your automation before you dive into building it. We suggest mapping it out --there are setup pieces that should be complete prior to building the workflow in the Automation dashboard.
Identify the goal for your automation
Knowing the goal will help you identify how many campaigns and what actions to include in your workflow. An informative campaign may be as simple as 3 campaigns plotted out across 10 days. A cross sell automation may be more complex and include several branches in the workflow.
Consider Your Timing
When would you expect customers to take action on your emails? What does your buying cycle look like? Make sure you are not setting pauses, flags, and Wait for Events arbitrarily but considering your customer's behavior.
Be Prepared to Test
We make testing easy with pause overrides. Make sure you are prepared to test all possible paths for your workflow and make necessary changes.
Build a Template
Your automation should all look like it is part of the same communication set or from the same brand. Consider using an easily changeable template to make sure recipients know right away who the email is from and what it wants them to do.
A note about campaign types
- The kickoff (1st) email of your automation must be a Regular, Triggered, Automated or SMS type.
- Enterprise/B2B customers can start an automation with an Event step.
- All subsequent emails must be the Automated (or SMS, if applicable) type.