Automation workflow setup is one of the primary stages for every e-commerce business. They help you deliver your message at the most appropriate time and tailor its content. However, if you just started, it might be problematic to pick the right settings. To help you out with this, Omnisend is offering many preset automation workflows in its Automations library.
After you proceed to the Automation tab and click on the New Workflow button, you will be able to pick one of the preset automations or create a custom one. We recommend starting with the preset automation since it adds the recommended settings and content automatically.
Choosing Automation Preset
If you choose Automation from the presets library, all of the workflow settings, such as trigger and trigger filter, messages, and exit conditions, will be adjusted automatically. We recommend starting with the Automation preset and changing its settings in the editor rather than creating a custom workflow.
To help you navigate the Automation presets quicker, you can filter them based on different parameters, such as type, goal, and communication channel.
After applying the filter or set of filters, you will see a few suggestions for the automation workflows.
Omnisend doesn't automatically replace or disable any of the automations you have in your store. You will need to set up the workflow in Omnisend and then disable the equivalent one in your store setting.
The whole list of the automations available in Omnisend includes:
Welcome — triggered when the contact subscribes to the Signup form;
Cart Abandonment — triggered when the website visitor adds products to the cart and starts the checkout (this automation functionality may vary depending on your store platform);
Browse Abandonment — includes Browse Abandoned and Product Abandoned presets, triggered by the customer browsing behavior;
Post-Purchase — includes Product Reviews, Cross-Sell, Order Follow-up, Customer Reactivation, and many more triggered after the customer places an order in your store;
Special Occasions — triggered several days before, on, or after the Birthday date;
Transactional — includes Order Confirmation, Shipping Confirmation, and Cancellation Confirmation, triggered when the order is placed or its status changes.
If you are still determining the type of Automation you want to create, you can filter them according to your goals. If you wish to decrease the abandoned checkout rate or re-engage with your recent buyers, you can set your goal as a filter and pick the workflow from the offered presets.
💬 Check out Blog articles for more recommendations on the must-have automation workflows:
Although you are free to change the preset in a way you prefer, by selecting the one with several messages, you also get suggestions for their content.
💡 Omnisend lets you reach your contacts using different channels, automatically checking the phone number or the email address availability, as well as the subscription status.
Creating Custom Workflow
If you want to start from scratch, you can click on the Create Custom workflow button.
In the Automation editor, you will see a basic workflow and will need to pick the trigger, add message delays, etc. Here, you can set any of the triggers available in Omnisend, including those that aren't used in any of the preset workflows:
Custom event (AfterShip Delivered, Gorgias Satisfaction Survey, etc.).
💬 Before you start working on the Custom workflow or change the trigger in the Preset one, make sure to check the article on the Trigger and trigger filter settings.
After you pick the trigger, timing, and message you want to deliver, you can also improve your automation by adding advanced settings:
Audience filters — letting you target your workflow based on your contacts' data.
Exit conditions — letting you cancel the workflow under specified conditions.
Split conditions — letting you split the workflow according to events data, information about your contacts, and their message behavior.
A/B test block — letting you test different variants of the same message, delays, channels, and more.
It is not enough to set up your automation workflows once. If you want your automations to perform better and bring sales, you need to target your automations and also monitor their performance continuously. Some examples of the workflows you can set up include:
Abandoned Cart automation with the split based on the order value — if the order value is low, you may offer a percentage discount, otherwise the fixed one.
Product and Browse Abandonment flows with the split block based on the engagement with the first message — if the recipient has opened or clicked through the email but didn't place the order, we send the message without the discount; otherwise, we offer an incentive.
Cross-Sell with delay A/B testing — exploring what delay works best for the re-engagement workflow.
💡 The aforementioned workflows can also be found in the Automations library.
You can also target your workflows based on your contact's profile data, the information they have provided, and their previous purchase behavior. If you manage to deliver the relevant content at the right time and through the appropriate channel, the effort you put into your automations will result in opens, clicks, and sales.
If you still have any questions or need any assistance, feel free to contact us at [email protected].