New Tool to Streamline your Automation
Targeted, personalized marketing is relevant marketing, and relevant marketing drives revenue. Creating automated email series (flows) that are triggered by the recipients’ actions is a great way to get targeted around timing. But if you’re sending automated emails, how personal can your content get?
In January, we released a new visual Flow Builder that also introduced advanced flow branching. Using a “Split” component, you can create parallel paths for recipients in an automated flow based on key information like website activity, past purchase behavior, and more.
Splits allow you to create more tightly personalized journeys within a single automated flow (e.g. a Welcome Series or Abandoned Cart Reminder). When building out a given journey, you may want to tailor certain sequences of emails to defined groups — think, a special discount ladder in a Winback series just for VIP customers. Afterwards, however, you might want to funnel all recipients down a single path to receive more generally applicable content.
Starting today, you can now rejoin any split paths you’ve added into a flow to better streamline your automation.
Rejoining Split Paths
When you drag a Split into a flow, first you define the conditions that will split out recipients, and send them down unique paths. If you know you’ll eventually want these recipients to join back together down a single path, you can choose to rejoin the YES and NO paths of your split even before you start adding emails and other components.
You can also choose to close existing Splits in a flow using this rejoin function at any time. There is built-in flexibility so you can simply rejoin the ends of your YES and NO paths, or you can join the end of one path to a mid-way point in the other.
Made a mistake? No problem! You can disconnect any rejoined Split. If you’ve already added components below where the two paths reconnected, you can choose where they end up after clicking to disconnect.
Why Rejoin Splits?
Here are a few ways you can take advantage of flow branching and the new ability to rejoin split paths:
Customize an initial Welcome Series sequence based on signup source.
On your website, you may have multiple ways someone can subscribe to your list. For example, you could have a popup when someone first lands on your site featuring a 10% discount. You could also have a basic footer form on your site that doesn’t offer any signup incentive.
Depending on how a person signs up, the first (or first few) emails in an automated Welcome Series flow may require some customization. In the above example, those that subscribe through your popup will expect a 10% discount code to land in their inbox right away. After this initial tailored email however, you may want all new subscribers to get the same sequence of emails designed to introduce your brand. Use a Split to first break out unique paths for each signup source, then rejoin these paths to streamline the rest of your Welcome flow.
Send an extra email to those who didn’t open a previous message.
When building out a targeted series with a specific goal in mind, you may have one critical email where you provide a special paramount offer. Wait a day or two after that email, and add in a Split based on whether recipients opened the critical email. For recipients who didn’t open the email, send the offer again, but this time modify the subject line and try a more prominent in-email CTA. After this extra nudge, you can streamline these recipients back into the main series.
To explore this new feature, find a Split in an existing flow or create a new one! How do you plan on using rejoined Splits? Let us know in the comments.