Workflows are automated sequences in Conversion that let you send messages, enrich data, and update records without manual effort. They’re the backbone of onboarding flows, nurture sequences, lifecycle automation, and re-engagement campaigns.
How workflows work
A workflow starts with a trigger. Any contact who meets the trigger condition will enter the workflow. From there, contacts move through the actions, delays, and branches you set up until they reach an exit condition or the workflow ends.
Quick tip: To avoid sending emails to unsubscribed contacts, always include a subscription check in your workflow conditions.
Triggers
Single triggers
A trigger defines who enters your workflow. You can choose conditions like:
Joined an audience
Performed an event (e.g. signed up, purchased, logged in)
Updated an attribute
Multi-triggers with AND/OR logic
Conversion lets you build complex triggers by combining multiple conditions.
AND logic: All conditions must be true for a contact to enter.
OR logic: Any of the conditions can qualify a contact.
Nested groups: Combine AND and OR together for more precision.
Example:
Trigger = Contact is subscribed AND (Audience = “Trial users” OR Attribute = “Plan = Free”).
This ensures only subscribed trial or free-plan users enter.
Exit conditions
Define when a contact should leave a workflow early (e.g. if they unsubscribe, convert to paid, or no longer match the criteria).
Re-enrollment
Decide whether contacts can re-enter a workflow if they meet the trigger again. This is useful for recurring events like re-activations or renewal reminders.
Actions
Actions are the steps that happen inside your workflow. You can mix and match to create powerful automations:
Magic
Magic enrich: Automatically enrich contact or company data with AI-powered enrichment.
Messages
Send email: Send a personalized email to the contact.
Slack message: Post an update to a Slack channel or DM.
Webhook: Send data to an external service.
Flows
True/False branch: Split contacts into two paths based on a condition.
Variable branch: Branch based on the value of a variable (e.g. Plan = Enterprise).
Exit: End a contact’s journey in the workflow.
Delays
Time delay: Pause contacts for a set amount of time before moving forward.
Wait until: Hold contacts until a condition becomes true (e.g. until attribute = “Active”).
Wait for: Hold contacts until an event occurs (e.g. “Wait for purchase”).
Data
Update audience: Add or remove a contact from an audience.
Update variable: Update a variable on the contact or company record.
Update subscription status: Change a contact’s subscription (e.g. unsubscribe).
Apollo enrich: Pull in additional lead or account data from Apollo.
Example use cases
Onboarding series
Trigger: Contact enters “New trial” audience.
Actions: Send welcome email → Wait 2 days → Send product tips → Branch on activity → Enrich with Apollo → Exit.Re-engagement campaign
Trigger: Contact inactive for 30 days AND still subscribed.
Actions: Send reminder email → Wait for login → If login happens, exit. If not, send reactivation offer.Lead nurture
Trigger: Contact created in Salesforce OR entered “Marketing qualified lead” audience.
Actions: Magic enrich with AI → Send intro email → Wait until demo scheduled → Exit.
Best practices
Always include a subscription status check before sending emails.
Start small and add complexity over time with branches and enrichments.
Test with a small audience before scaling.
Use delays and “wait until” conditions to control pacing and deliverability.
What’s next?
Once you’ve built your first workflow, try combining:
Multi-triggers with nested AND/OR conditions.
Data actions like updating subscription status alongside messaging.
Enrichment nodes (Magic Enrich or Apollo) to make emails more relevant.
Workflows let you automate at scale while staying personal and data-driven.