Hello Marketers,

In today's post, we'll learn how to use the email activity workflow component to engage with contacts based on how they've reacted or responded to emails sent to them previously.

How does email activity work?

Contacts will enter the workflow only once, when they initially satisfy the conditions selected in the email activity component.

Let's discuss in more detail with the help of an example.

You're preparing for an upcoming tech event for 100 attendees. You have a list of potential attendees and need to devise a first-come-first-serve seating plan based on who's attending the event. First, you create and send an email—"Tech Crunch 2023"—to the list of potential attendees. Next, you create a workflow to determine the event's first 100 attendees.

First, you initiate the workflow for the list of potential attendees to whom you've sent the "Tech Crunch 2023" email. Then you can configure the email activity component for the that email with actions the contacts will have performed, such as opened, replied, and clicked on any link.

Once the workflow is activated, contacts start entering the workflow based on their actions above, thus creating three distinct paths in the workflow. Contacts who have only opened the email will be assigned a tag, those who have replied to the email will receive another email with the registration link, and those who clicked on any link will be added to another list.

Rachel, a potential attendee, enters the workflow and immediately meets all three conditions; i.e., she has already opened the email, replied that she will be attending the event, and clicked on the link that talks about the event. Thus, she enters all three paths where she will be assigned a task, sent the registration link, and added to another list.

Another potential attendee, Linda, has only opened the email before entering the workflow. Since she satisfies only one condition upon entering, she enters only the "opened" path of the workflow, where she will be assigned a tag. She takes a few days and replies to the email, clicking on the link in the process. However, she will not be allowed to enter into the "replied" and "clicked on any link" paths as she initially satisfied only one condition. With the email activity component, contacts can only enter further paths of the workflow if they've met conditions at the start.

This therefore helps you create a seating plan with a list of attendees who have registered for the event by replying to your email. Those who have entered the other two paths of the workflow and not replied to your email will not be invited to your event.

Learn more how to configure email activity components for your workflows.

Have questions? Feel free to reach out to us at support[@]zohocampaigns[.]com.