Marketer’s Space - Automate a Personalized Holiday Workflow with Zoho Campaigns

Marketer’s Space - Automate a Personalized Holiday Workflow with Zoho Campaigns

Hello marketers,
Welcome back to another post in Marketer’s Space! From Thanksgiving through Christmas, you have a flurry of opportunities to connect with your audience. In this post, we’ll see how you can plan an entire month-long automated workflow using Zoho Campaigns - by segmentation, personalization, and automation.

Segment Your Audience  

Before you send out your first festive message, you need to know who you’re talking to. Segmentation ensures that your campaigns resonate with every contact group.
Amelia, a B2B marketer for a cloud software brand, wants to build a four-week holiday workflow to engage existing clients and warm up potential leads. She starts by creating three key segments in Zoho Campaigns:
  1. Active customers who opened or clicked on the brand’s recent newsletters.
  2. Trial users who signed up but haven’t converted yet.
  3. Inactive users who haven’t interacted in the past 90 days.

Personalize Every Interaction 

Once the audience is segmented, the next step is to tailor each email. Personalized messages feel more authentic and are more likely to convert during the competitive holiday season.
Amelia creates three versions of her Thanksgiving email using Zoho Campaigns’ dynamic content blocks. She does this using the “Segment Name” criteria and targets the relevant segments.
  1. For active customers, she adds a heartfelt “Thank You for Being with Us” banner and includes a loyalty upgrade discount.
  2. For trial users, she highlights a “Holiday Offer - Get 30 Days Free on Upgrade.”
  3. For inactive users, she inserts a message reminding them of how the software simplifies their workflow, coupled with a festive reactivation coupon.

By using personalization tags and conditional content, Zoho Campaigns automatically displays the right message for each recipient - no separate campaigns needed.

Automate! 

Now that her Thanksgiving campaign is live, Amelia sets up an automated workflow in Zoho Campaigns to carry the engagement forward.
  1. She begins by selecting On Email Action as the trigger component and chooses her Thanksgiving email as the starting point. Since the Thanksgiving email contains three dynamic content links - each tailored to customers, trial users, and cold leads - the workflow can track engagement across all of them.
  2. Next, she adds a Wait for 6 days component to allow contacts enough time to open and interact with the email. After this delay, she includes an Email Activity (Process) component with two branches:
- Clicked On Any Link
- Not Clicked On Any Link
  1. For the “Not Clicked On Any Link” branch, Amelia immediately connects a Send Email (Action) component that delivers a follow-up campaign featuring a better holiday offer to re-engage inactive contacts.
  2. For the “Clicked On Any Link” branch, she adds a Time Delay component, since the next campaign should roll out closer to Christmas. After the delay, she connects another Send Email (Action) component featuring the Christmas campaign. These contacts have already shown interest, so there’s no need to send an intermediate nudge - they’ll directly receive the festive campaign at the right time.
  3. To complete the flow, Amelia also targets contacts who interacted with the better offer campaign. She adds another Email Activity component to this branch, selecting the “Clicked On Any Link” condition. For those who click on this email, she adds a Time Delay matching the Christmas campaign schedule and merges this path with the main Christmas campaign branch.

 
This way, all engaged contacts - whether they clicked links in the Thanksgiving or follow-up campaigns - automatically receive the Christmas email at the same time, without the need for manual segmentation. The workflow stays dynamic, responsive, and perfectly aligned with the festive timeline. By combining segmentation, personalization, and automation, Amelia transforms a busy season into a well-orchestrated marketing experience.

So get started today, build your holiday workflow, and let Zoho Campaigns do the heavy lifting while you enjoy the festivities. Happy campaigning!

Regards,
Pearlin Nitika
User Education
Zoho Campaigns Team

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