Definition of: Workflow

In Marketing Automation a workflow could be defined as an automated system composed of a sequence of actions that are developed in a specific order oriented to the achievement of a goal.

It starts from an initial condition that triggers an action based on the user's behavior.

A clear example would be lead nurturing. Based on the specific conditions of the lead, a sequence of actions is triggered to direct the lead to the end of the conversion funnel.

[When you leave the shopping cart an email is sent with the products. After three days, if you have not opened the email or if you have done so, but have not completed the purchase, another email is sent with a discount to boost the purchase].

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