Workflows: Before you build

This article outlines best practices for planning, building, and managing workflows in Finalsite Workflows, including guidance on audience segmentation, message configuration, branching logic, and performance measurement.

Plan: Define the goal and audience before building

• Set the workflow goal first. Every workflow should have a defined conversion point: a form submission, a group membership change, or another measurable action. Set this as the workflow goal in the builder so contacts exit automatically when they convert. See Set goals for workflows and view results for setup instructions.
• Segment by persona and funnel stage. A prospect who downloaded a viewbook is at a different stage than someone who has already submitted an inquiry form. Build separate workflows for each stage rather than one workflow for all. Treating different audiences the same reduces relevance and conversion rates.
• Create all required groups in Group Manager before starting. Workflows that use automatic triggers, goal-based exits, or group membership steps depend on groups existing in advance. Set these up first to avoid interrupting the build. See Use dynamic lists versus static subscriber lists for guidance on choosing the right group type.
• Decide on the entry trigger type. Use an Automatic trigger when contacts should enter the workflow as they are added to a group. Use a Static trigger when manually uploading a one-time list. The trigger type cannot be changed after the workflow is activated.
• Map the content to each step before opening the builder. Sketch the email sequence on paper or in a document first: what each email covers, when it sends, and what branching conditions follow it. Building from a plan prevents structural mistakes that are difficult to undo mid-build.

Prepare: Compose messages before building the workflow

• Compose all messages in advance. Navigate to Messages, select the Workflow Messages tab, and click Create Workflow Message. All messages must exist before they can be selected inside the workflow builder. See Compose a workflow message for step-by-step instructions.
• Use a consistent internal naming convention. Name every message using the format Department — Campaign — Email # (example: Admissions — 2025 Inquiry — Email 1). Organize messages into folders by workflow. Without a naming convention, large message libraries become difficult to manage quickly.
• Personalize every message. Use merge tags in both the subject line and the email body. Personalized subject lines consistently outperform generic ones. Examples: Thanks for your interest, [First Name]! or [First Name], here are 5 things to know about campus life.
• Send from a real person. Set the From name and reply-to email to a specific staff member, not a generic or no-reply address. A name affiliated with a department (example: Sarah from Admissions) improves open rates. Use a personal email address for the reply-to, or set up a distribution list if inbox volume is a concern.
• Mix email formats across the sequence. Alternate between design-heavy emails and simple plain-text messages. Plain-text emails feel personal and work well for sharing resources, sending a note from a staff member, or delivering a final ask. Include the school logo and website link in every email regardless of format.
• Include two calls to action in every email. The primary CTA reflects the goal of that specific message (downloading a viewbook, registering for an event). The secondary CTA reflects the workflow's ultimate conversion goal (inquiry, application, donation) and sits lower in the email, capturing contacts who are ready to convert before reaching the end of the sequence.

Configure: Set up delays, branching, and goals correctly

• Always add a delay before a branch. The system checks the branch condition only once, at the end of the delay. Without a delay, every contact immediately routes to the No path regardless of whether they opened the email. A minimum delay of 2 days is recommended; longer for audiences who are slower to check email.
• Add delays between message steps as well. A delay on a branch and a delay on the next message step are cumulative. Plan both together so the total time between messages feels appropriate. Back-to-back messages without adequate spacing increase unsubscribes.
• Use branching to drop unengaged contacts. After three emails with varied subject lines go unopened, route those contacts out of the workflow using a branch rather than continuing to message them. Keeping disengaged contacts in the workflow harms deliverability and sender reputation.
• Clone workflows for similar use cases. Once a workflow is built and working, use the clone icon in the bottom-right menu of the workflow builder to duplicate it and adapt it for another team, event, or year. Cloning preserves the structure, triggers, and branching logic.
• Save frequently during the build. Click Update as work progresses. Unsaved changes are flagged with an orange caution icon. Progress is not automatically saved.
• Deactivating does not pause timers. Setting a workflow to Inactive stops messages from sending, but active subscribers continue their countdown. When the workflow is reactivated, subscribers who reached a step during the inactive period will not receive those messages retroactively. See Quick tip: Deactivate a workflow for more detail.

Manage: Subscriber rules and list hygiene

• Avoid re-enrolling the same contact more than once per academic year in the same workflow. Exceptions include multi-year re-inquiries or other clearly defined scenarios where the contact's situation has materially changed.
• Once a subscriber is removed, they cannot be added back. Workflow duplicate prevention blocks re-entry for any contact who has already been through or removed from a workflow. Plan exit conditions carefully before activating. See Subscribe users to a workflow for details on managing subscriber status.
• Use Group Manager to maintain subscriber lists. Groups connected to an Automatic trigger update the workflow subscriber list dynamically as membership changes. This is more reliable than manually uploading static lists for ongoing workflows. See Use dynamic lists versus static subscriber lists for a full comparison.
• Set the workflow goal to control exit timing. Contacts who meet the goal condition exit the workflow immediately, regardless of where they are in the sequence. This prevents over-messaging contacts who have already converted. See Set goals for workflows and view results.

Measure: Review performance and adjust

• Review open and click-through rates at least once per cycle. Do not wait until year end to evaluate performance. Checking mid-cycle allows for adjustments before the next send. See Monitor workflow activity for details on the Stats and Activity tabs.
• Low open rates indicate a subject line or sender name problem. If opens are low, test a different subject line format or check whether the From name is recognizable to recipients. An email from an unrecognized sender is more likely to be ignored or marked as spam.
• Low click rates indicate a content or relevance problem. If opens are strong but clicks are low, the email content did not resonate or the call to action was unclear. Revisit the email's purpose, tighten the copy, or test a more prominent CTA placement.
• Use the Activity tab to track individual subscriber progress. The Activity tab shows a per-subscriber log of messages sent, branch decisions, and goal completions. Use this to identify where contacts are dropping off in the sequence and adjust the workflow accordingly.

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