Workflows: Before you build

This article covers what to prepare before building a workflow in Finalsite Workflows, including guidance on planning, message setup, branching, subscriber management, and performance review.

Plan: Define the goal and audience before building

• Set the workflow goal first. Define the conversion point (form submission, group membership change, etc.) so contacts exit automatically when they convert. See Set goals for workflows and view results.
• Segment by persona and funnel stage. Build separate workflows for each stage: a viewbook downloader and an inquiry submitter need different content.
• Create required groups in Group Manager before starting. Automatic triggers, goal exits, and group membership steps all depend on groups existing in advance.
• Decide on the entry trigger type. Automatic enrolls contacts as they join a group. Static is for a manually uploaded one-time list. The trigger type cannot be changed after activation.
• Map the content before opening the builder. Sketch what each email covers, when it sends, and what branches follow. Structural mistakes mid-build are difficult to undo.

Prepare: Compose messages before building the workflow

• Compose all messages in advance. Go to Messages, select the Workflow Messages tab, and click Create Workflow Message. Messages must exist before they can be selected in the builder. See Compose a workflow message.
• Use a consistent naming convention. Format: Department - Campaign - Email #. Organize into folders by workflow.
• Personalize every message. Use merge tags in subject lines and the email body. Example subject lines: "Thanks for your interest, [First Name]!" or "[First Name], here are 5 things to know."
• Send from a real person. Set the From name and reply-to to a specific staff member, not a no-reply address. Example: Sarah from Admissions.
• Mix email formats. Alternate design-heavy and plain-text emails. Include the school logo and website link in every message regardless of format.
• Include two CTAs per email. Primary CTA: the goal of that specific message. Secondary CTA: the workflow's ultimate conversion goal, placed lower in the email.

Configure: Set up delays, branching, and goals correctly

• Always add a delay before a branch. The system checks the condition once, at the end of the delay. Without a delay, every contact routes to the No path immediately. Minimum: 2 days.
• Delays on branches and message steps are cumulative. Plan both together so the total spacing between messages is intentional.
• Drop unengaged contacts after 3 unopened emails. Use a branch to route them out rather than continuing to send. This protects deliverability and sender reputation.
• Clone workflows for similar use cases. The clone icon in the bottom-right menu preserves structure, triggers, and branching logic.
• Save frequently. Click Update as work progresses. Changes are not auto-saved and unsaved work is flagged with an orange caution icon.
• Deactivating does not pause timers. Active subscribers continue their countdown while the workflow is inactive. See Quick tip: Deactivate a workflow.

Manage: Subscriber rules and list hygiene

• The same email address cannot go through a workflow more than once. The system de-duplicates: once a contact completes or is removed from a workflow, they cannot be re-enrolled.
• Removed subscribers cannot be added back. Plan exit conditions carefully before activating. See Subscribe users to a workflow.
• Use Group Manager for ongoing subscriber lists. Groups on an Automatic trigger update dynamically, making them more reliable than re-uploading static lists. See Use dynamic lists versus static subscriber lists.
• Set a goal to control exit timing. Contacts who meet the goal exit immediately, preventing over-messaging after conversion. See Set goals for workflows and view results.

Measure: Review performance and adjust

• Review open and click-through rates at least once per cycle. Mid-cycle checks allow adjustments before the next send. See Monitor workflow activity for the Stats and Activity tabs.
• Low open rates: check the subject line and sender name. An unrecognized sender is often ignored or marked as spam.
• Low click rates: check the content and CTA. If opens are strong but clicks are low, revisit the email's purpose or make the CTA more prominent.
• Use the Activity tab to track individual subscriber progress. Shows messages sent, branch decisions, and goal completions. Use this to identify where contacts drop off.

Related articles

• Getting started with Workflows
• Compose a workflow message
• Build a workflow
• Set goals for workflows and view results
• Monitor workflow activity
• Subscribe users to a workflow
• Use dynamic lists versus static subscriber lists