Segment workflows

Building dynamic communications using segment workflows

Nicholas Merican avatar
Written by Nicholas Merican
Updated over a week ago

What is a segment workflow?

A segment workflow is essentially a segment equipped with an automated workflow. With this feature, you can define entry and exit conditions for the workflow based on profiles belonging or not to that segment.

Here's how it works: When a profile meets the rules of a segment and enters it, they seamlessly enter into the associated workflow. Likewise, when the profile no longer meets the segment criteria, they exit the workflow.

Segment workflows harness the full potential of segments to define the audience of your workflows. With this capability, you can precisely tailor your workflow to meet the unique needs of your audience, making it an invaluable tool for achieving targeted and impactful outcomes.

How can I access segment workflows?

To access segment workflows, please be aware that only staff roles with specific permissions can do so. If you wish to have this permission to access segment workflows, kindly notify your designated Full Fabric point of contact for defining staff role permissions. They will coordinate with Full Fabric the activation of the permission for your staff role.

Once you have the permission, you can simply add a workflow to any existing shared segment, by navigating to the automation tab of the segment!

Segment workflow example

Below is an example of a simple lead nurturing segment workflow based on lifecycle state and nationality.

Scenario: Nurturing prospect-engaged profiles with UK nationality

  • Criteria to Enter the workflow: Profiles will enter this workflow when they match the segment - their nationality is United Kingdom and they are a "prospect, engaged" in any product.

  • Criteria to Exit the workflow: Profiles will exit this workflow when they stop matching the segment - when either their nationality is no longer United Kingdom - maybe not so unlikely after Brexit 😝 - or more likely they are no longer in the "prospect, engaged" state in any product, as they have probably progressed in the customer journey.

Key considerations:

  • If a profile transitions to a different lifecycle state, they exit the workflow. However, if they transition to the "prospect, engaged" state in a different product, they will re-enter the workflow.

Setting up the nurturing workflow

1 - Set up your Segment with the following rules:

  • "is a" > prospect engaged

  • Nationality "is equal to" United Kingdom

2 - Set up your Workflow

  • On the Automation tab, click Edit workflow

  • Add the relevant actions

  • Click Save changes

Creating segment workflows and setting them live

Creating a segment workflow is straightforward: simply add a workflow to the segment automation tab.

Important Note: Once you save a workflow, it will be executed immediately for all profiles in the segment. Therefore, ensure the segment is precisely as desired before creating the workflow!

Editing live segment workflows

When editing live segment workflows, it's crucial to consider the following:

Editing the segment of a live segment workflow

If your workflow includes entry and exit conditions based on profiles entering and exiting the segment, any changes made to the segment rules will impact profiles within the segment:

  • Profiles entering the segment will enter the workflow.

  • Profiles exiting the segment will exit the workflow.

Editing the workflow of a live segment workflow

Changes made to the workflow will exclusively impact future profiles entering the workflow. Profiles already in the workflow will remain unaffected by these changes and will continue to receive the workflow actions as originally set when they initially entered the workflow.

Editing the email template used in a workflow

Changes made to email templates will apply to all profiles scheduled to receive the email action within the workflow. This includes profiles currently in the workflow and future profiles joining the workflow.

Ending segment workflows

To prevent new profiles from entering a segment workflow, delete the workflow.

To remove all profiles from the workflow, adjust the segment rule to yield no results; for instance, set a condition like "email is equal to xyz".


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PUBLISHED: April 19, 2024
​LAST UPDATED: April 19, 2024 at 09:59 a.m.

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