Conditions and Workflow Actions

In the actions section of your workflow builder, you'll come across a category called Conditions and Workflow Actions. This group comprises actions such as If/Else, Wait, Webhook, Go to, Math Operation, and Goal Event. Each of these actions plays a vital role in maximizing the efficiency of your workflows, and we will provide a brief overview of each one.

The If/Else Event action occurs when a particular condition is satisfied, directing contacts towards alternative workflow actions. Employ this workflow action to create separate paths in a workflow based on specific conditions, such as tags or custom values.

The Wait event represents a distinct workflow action, specifically designed to halt contact progression at a certain step until a desired condition is fulfilled. This valuable tool proves advantageous when awaiting a tag, appointment, event, specific time, or contact response.

The Webhook action enables users to transmit a webhook containing the contact's details. This workflow action streamlines the process of sending information to external sources like other websites from within your CRM, eliminating the need for manual actions.

The Go-To event streamlines the process of transitioning contacts from one event to another. The Go To feature is highly beneficial when dealing with intricate workflows containing several branches, as it enables customers to proceed to the next step without duplicating numerous workflow actions.

Math operation functions facilitate calculations or score metrics, which can be employed to assign scores to leads based on their responses and engagement in a marketing campaign. By integrating the math operation in the workflow, the system can efficiently manage these calculations.

The Goal Event feature autonomously advances contacts to the subsequent step in the workflow once they fulfill the goal conditions specified by the user, regardless of the contact's current position in the workflow. This workflow action is ideal for concluding a series of workflow steps when a customer achieves your desired objective, such as finalizing a purchase.

The If/Else Event action is triggered when a specific condition is met, and it can subsequently guide contacts towards other workflow actions. Utilize this workflow action when you want to split a workflow into paths based on a condition, such as tags or custom values.

To add If/Else conditional logic to a workflow, it is essential to name the condition based on the intended objective. Once you have determined the name, you can proceed to the next steps.

Using branches in a workflow enables you to create advanced conditions and segments in each branch for building a sequence of workflow actions. Custom automation can be added at the end of each branch. A branch can support up to 10 different outcomes for each event.

It is crucial to label the branch based on the objective and conditional logic for easy identification and quick reference. By implementing labeled branches in your workflow, you can better organize and streamline your automation process.

Segments are an important aspect when splitting your workflow into different paths. The segment section contains conditions and operators that can be selected according to your unique workflow journey.

Adding a new segment with additional conditions and filters can be done by simply clicking on the + Add Segment icon.

You can make use of 'And' and 'Or' segments to enhance your workflow automation process.

To utilize a Condition in your workflow, start by selecting your desired condition from the dropdown menu.

Based on your condition selection, you can select the required conditional parameters and add corresponding values.

By clicking on Add Condition, you can add multiple sets of conditions in the same segment.

You can use 'And' and 'Or' conditions to apply multiple conditional logics in a segment.

There are several conditional parameters in Workflow Builder where you'll have the option to specify "Includes" or "Does not include" such as Tags and multiple-option custom fields (checkbox fields, dropdown pickers, etc.).

The default logic when using multiple options with "Includes" or "Does not include" is 'AND', meaning that let's say you create a condition like this:

The system understands and processes this as "does the contact have both the '20% Discount voucher' AND '50% Off Shipping fee?"

AND- Since the system understands and processes conditions with "Includes" or "Does not include" as "does the contact have both the '20% Discount voucher' AND '50% Off Shipping fee?", you can also decide to break two separate conditions using "AND" as well.

OR- If you intend to create an "OR" scenario, you would want to select the two separate conditions and choose the OR option like this:

If/Else branches allow you to build workflow actions based on additional conditions and events. They are useful to build the workflow actions when you have one or more similar conditions, but each condition requires a completely different set of actions performed when any of the conditions is met.

Let's say you have scheduled an appointment for your client named John, who offers home repair services. 1 hour after the scheduled appointment time, you would send a text message to John to check how the appointment with the contact went. In the text message, John is provided with 3 unique scenarios to choose from, and depending on what he has selected, there will be a set of workflow actions performed by the system.

As shown in the image below, John has one or more options, such as 1. Showed and purchased 2. No-Show 3. Showed but did not purchase, etc. When he selects "Showed and Purchased", the system will add it to the first branch, and depending on the actions you have set inside the CRM, each workflow will be executed. As per the instructions you have provided to the system, it will perform a series of actions such as adding a "Won" tag to the customer, sending him a 'thank you message', etc.

Similarly, when John clicks on option 2, which is "No show" then the system will perform a whole different set of workflow actions such as adding a 'No Show' tag to the contact, adding the contact to another email nurture sequence, etc. For each branch shown in the image below, there will be a different path with a series of actions performed when any of the conditions are met.

This example shows an If/Else workflow action that sends the contact/lead down a path depending on whether or not that contact/lead replied to the "Black Friday Promo Offer" within 24 hours.

Interested Path

If the contact/lead DID reply within 24 hours, they are sent down the "Interested" path, and we send them a "Black Friday Discount SMS". (See the Image below)

No Path

If the contact/lead DID NOT reply in 24 hours, we send them down the NO path, and that ends the workflow. (See the Image below)

The wait event is a unique type of workflow action designed to pause the contact at a specific step in the workflow until a desired condition is met. This useful tool is handy when waiting for a tag, appointment, event, a specific time, or a contact reply.

The Wait For feature offers users different options based on the desired outcome.

Time-Based Event:

Time Delayed

Event/Appointment Time

CRM Events:

Condition

Contact Reply

Trigger Link

Clicked

Email Event

In a Time-Based Wait Event, a contact is held for a specific time until a condition is met or until the contact replies.

The Event/Appointment time Wait Event delays the contact based on the specifics of an upcoming event or appointment.

For example, the contact is to reply to a Yes or No question in order to move to the next step, or an appointment reminder is meant to be sent to a contact at a specific time. These contacts can be held at this step till then.

The Wait - Until option allows you to choose whether to trigger the action before or after the event or appointment.

NOTE: If the timing of the Wait step is already in the past, you can decide how the contact should proceed, either by:

The CRM Events Wait option is useful for holding contacts until a specific condition is fulfilled.

For example, in a situation where a contact must live in Texas, USA, to proceed to the next step, it can be useful.

You can add new conditions or segments by clicking on the + buttons.

The Contact Reply feature delays the contact's progression until they reply to a designated event.

If users want contacts to click on a set trigger link before proceeding to the next step, they can choose the Trigger Link Clicked option and select multiple trigger links that contacts must choose from.

Here, you will select the email you want the contact to respond to.
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These are the events you want to be triggered if the contact response falls within them. You can select multiple events you wish to be triggered.

Enabling the Timeout option creates a duration within which the system expects a response from a contact. This duration can be set in minutes, hours, or days.

To send a webhook with the contact's details, users can use the Webhook action. This workflow action allows you to send information to outside sources, such as other websites, from inside your CRM by cutting out manual actions.

To create a Webhook action, click on the + icon to add a new workflow action and choose "Webhook". Users can select either the POST or GET method for the webhook and enter the respective URL.

Custom data can be added by clicking on +Add item, filling in the Key and Value in the corresponding fields. Additionally, users can use custom values created in their CRM. Users can also add headers to the webhook by clicking on +Add item and typing the Key and Value in the respective fields.

In Workflows, the Go-To event makes it easy to transition contacts from one event to another. The Go To option is great to use when you have a complex workflow with multiple branches, allowing customers to go to the next step without having to duplicate multiple workflow actions.

You can create a path by dragging the Light green dot to any of the dark green dots you wish to jump to, or simply click on the dark green you want, and it automatically creates the path.

To create a path, users can either manually drag the light green dot to the desired dark green dot or directly click on the target dark green dot to create the path automatically.

Once the dots are connected, the path is created, and contacts reaching the GoTo step will automatically shift to the target event connected by the dotted line. For example, contacts will go directly to the Remove Contact tag action upon reaching the GoTo step.

To remove a path, users can click on the pink unlink icon and select Remove path.

Math operation functions are used to perform calculations or score metrics. An instance where this function can be used is to give scores to leads based on their responses and activities in a marketing campaign. By setting up the math operation in the workflow, the system can handle the calculations seamlessly.

Within the Select Fields option, there are several choices available for performing math operations.

By using the Date Of Birth Operation feature, users can set up a workflow to perform actions before or after a client's birthday by a certain number of days. This enables the offering of a birthday discount to clients and the initiation of a birthday marketing campaign days before their actual birthday.

Days - Enter the number of Days as per your requirements.

Months - Enter the number of Months as per your requirements.

Years - Enter the number of years as per your requirements.

Users can select the desired math operation from the dropdown menu provided. This includes options such as addition, division, multiplication, and subtraction.

Add - Use this for the addition.

Divide - Use this to perform mathematical division.

Multiply - Choose this to perform multiplication.

Subtract - Choose this when you have to perform subtraction.

The Value field can be populated with the value required to perform the math operation.

This icon will allow you to choose the custom values you have created inside your system.

To remove an operation, users can click on the Delete Operation button.

If you need to create multiple operations based on one or more conditions, you can use the "Add Operator" option to do so.

Users can select the desired field to update after the math operation has been performed from the Update Field dropdown menu.

The Goal Event feature automatically moves contacts to the next step in the workflow once they meet the goal conditions that the user has specified. This can happen regardless of where the contact is in the workflow. This workflow action is great for ending a stream of workflow actions once a customer has met your goal, such as completing a purchase.

The user can customize the name of the Goal Event according to the objective or leave it as is.

Goal Events can be chosen to establish a contact Goal for a workflow. Once a contact joins the workflow, the system starts monitoring the specified Goal Event to occur regardless of the current step of the contact.

Email Event
The Email event enables the system to pull prospects into the workflow, irrespective of their current step, when certain conditions relating to the email event occur. Users can select the specific email event they want the system to recognize, such as email opened or unsubscribed.

Clicked a Trigger Link
Once the prospect clicks on a trigger link, they will be pulled into the workflow regardless of the step the contact is in.

At the moment, we can only add 1 goal event for each workflow.

Users can select the step for the email event using the Pick email step to wait for the option.

From the options below, you can select the email event depending on your objective. From the checkboxes, you can select one or more events as per your goal.

Opened
Use this to activate the goal event after the email is opened.

Clicked
Use this when you need the goal event after the prospect has clicked on the link.

Unsubscribed
Use this when you have several goal actions after the prospect clicks on the unsubscribe link.

Complained
This is used to perform the actions when the client has marked your email as spam, and you have already created the actions to be performed in such events.

Bounced
In case one of your emails was bounced, you will have the ability to remove such emails from the list.

If the Goal event was not reached by the time the contact reaches the goal action in your automation, there will be 3 options to select from:

1. End this workflow
Allows you to end the workflow even if the contact has not met the goal condition yet.

2. Continue Anyway
If you need the system to perform several actions when the contact has not met the goal condition, you can use this.

3. Wait until the Goal is met
With this option, you can let the system wait until the goal conditions are met.

This tab will save the changes you have made to your goal event.