Learn the definitions of common terms used in magnews workflows.
A
- A/B Test:
create two versions of a digital resource to see which one responds best to users. In an A/B test, one part of the audience automatically receives “version A” and the other “version B.” The performance of each version is based on conversion rate goals, such as the percentage of people who click on a link, complete a form or make a purchase. The contact then randomly exits one of the exits configured according to a probability score.
Ex: a portion of users receive newsletter A, another portion receive newsletter B, the remainder receive newsletter C, and you analyze which one performed best.
- Update Contact:
Update a contact field.
Ex: with each purchase, you can make it increment the value of the “fidelity card” field. - Update variable:
assigns a value to a variable.
Ex: Each time a contact moves from Basic to VIP status, you can choose to have the workflow variable that indicates the total number of VIP contacts updated. - Contact update:
starts when a contact field is updated.
Ex: If a contact has exceeded a threshold purchase limit, the “free shipping” field can be updated to bring the contact into the workflow. - Add/remove from audience:
Adds/removes the contact to/from a static audience.
Ex: If a contact has not interacted with a communication, you can, for example, add them to a static audience to which you can target specific retargeting operations. - Contact anniversary:
Starts at each anniversary of a contact field.
Ex: 3 days before the birthday you can have a promo code email sent to the contact. - Wait:
wait for a time frame.
Ex: you could send a satisfaction questionnaire to the contact after a purchase. With the “Wait” node you can pause the contact's session while waiting to verify the completion. - Wait for landing completion:
checks whether or not the contact has filled out a landing page within a specific time period.
Ex: If the contact has filled out the satisfaction questionnaire within a specified time frame you can have them send an email with promo code. - Wait for message interaction:
verifies that the contact has performed the desired action within a certain time frame (i.e., whether he clicked on a link, opened the email, was sent to him, or a bounce was recorded).
Ex: Did the contact click on the training request email within a time frame? - Start other workflow:
Starts a new session of another workflow. This node should be used in conjunction with the Event workflow node.
Ex: at the end of the welcome workflow you can start the fidelity program workflow. - Post-click action:
Starts when a contact clicks on a link with which an action is associated.
Ex: if the contact clicks on a link you can cause a field on the database to be enhanced - Button action:
Starts when a contact fills out a form.
Ex: upon completion of the Satisfaction Survey, you can have an email sent to the contact. - Actions
B
- Bounce:
when an e-mail cannot be delivered because it is rejected by the mail server.
- Draft:
is the default state for a new email, when the communication is in draft, no one will receive the email.
C
- Contest:
the contact comes out of one of the configured outputs in order of arrival.
Ex: with a contest you can have the first 100 contacts who fill out the questionnaire get 30% discount, the second 100 a 15% discount, all other contacts a 10% discount.
D
- Decision
- Random decision:
the contact randomly exits one of the exits configured according to a probability score.
Ex: a portion of users receive newsletter A, another portion receive newsletter B, and the remaining portion receive newsletter C, and you analyze which one had the best performance.
E
- Exit:
Determines the exit of the contact from the workflow. The contact can exit with:
- Positive outcome: the contact fills out the form and the result is positive
- Negative outcome: the contact fills out the form but the result is negative
- Neutral outcome: the contact does not fill out the form.
- Events
- API event:
Starts as a result of a call from web service or app.
Ex: by filling out the satisfaction survey you can have an email sent to the contact. - Event date contact:
starts on the day of the date indicated in the contact field.
Ex: For example, an insurance company may send a remainder10 days before the policy expires. - Event web tracking:
starts when the contact visits a web page (you must have active Web tracking in platform).
Ex: if a contact enters the courses page, after a few days have an email with courses sent to the user. - Event workflow:
Starts when requested by another workflow.
Ex: you can have the workflow “Loyalty card program” triggered when exiting the welcome workflow.
F
- Periodic filter:
starts for contacts that fall under the filter at the specified time.
E.g., when a subscription valid from the first to the last day of the month approaches expiration (a monthly frequency can be set with recurrence on the 20th day of each month).
Note: If the periodicity is changed/updated, recalculation of recurrence occurs on the next date that corresponds to the frequency set. - Flow (workflow):
is a sequence of actions that can include sending e-mail and SMS messages, and is triggered when a contact performs a specific action. All data synchronized with your magnews account can be used to trigger a workflow.
Ex: when someone fills out a newsletter subscription form, makes a purchase, or abandons a shopping cart.
- Conversion flows:
Flows that cultivate relationships with contacts until they convert, so that they achieve the goal they desire.
Ex: Incentive to re-purchase
- Lead acquisition flows:
Flows that take advantage of the opportunity to contact newly acquired leads and allows them to be engaged.
Ex: Welcome email
- Loyalty flows:
Flows directed at contact retention, with the creation of a relationship of trust and loyalty.
Ex: Post-purchase feedback
- Nurturing flows:
Flows that create and develop valuable relationships with contacts.
Ex: Happy Birthday email
- Re-engagement flows:
Flows used to reactivate inactive contacts in order to increase sales.
Ex: Reactivation of inactive customers and reactivation of unengaged contacts.
I
- Message interaction:
allows the contact to take a different path based on the action taken on the message. It is advisable to use this node with the “wait” action to prevent the contact from proceeding to the next step without having had time to read, click or interact with the communication
Ex: If the contact has opened the e-mail you can send a read notification message. - Interrupt other workflow:
Stops active sessions of another workflow.
Ex: if the customer has moved to VIP status, stop the loyalty program. - Send message:
Sends an e-mail or text message to a contact.
Ex: a contact subscribes online to the newsletter and receives email or SMS confirmation of subscription - Send Private Message:
Sends an e-mail notification to an e-mail address.
Ex: The contact has not opened the email after 3 days, so an email is sent to his or her salesperson with instructions to contact him or her.
L
- Entry Limits:
A tool for limiting who enters a stream based on the behavior or attributes of a profile.
- Loop:
allows the contact to pass through the node a set number of times.
Ex: I send a contact a communication a maximum number of times in case he does not open it.
M
- Marketing Automation:
A process that allows technology to automate certain repetitive marketing tasks such as automating the scheduled sending of e-mail.
- Active Message:
when an e-mail is active in the stream it is sent automatically.
- Edit Contact Status:
Updates the status of a contact when certain conditions are met.
Ex: You can change from unconfirmed to subscribed the status of a contact who clicks on the registration link to a newsletter service.
N
- New Contact:
is initiated when a contact is entered into a database in Subscribed status or when from Unconfirmed, Suspended, Unsubscribed status it changes to Subscribed status.
Ex: A contact subscribes online to the newsletter and enters the workflow.
R
- User request:
Is initiated at the request of a platform user.
Ex: After a phone interview, the operator sends an email interview to the contact.
V
- Condition check:
Checks whether a specific expression is true
Ex: Does the contact possess the specified parameters? - Multiple condition check:
the node has multiple exits, and the contact exits the node according to specific rules to be set.
Ex: If the contact's point balance is greater than a specific number, update the “VIP” field.
If the point balance is less than a specific number but greater than another value to be set, an e-mail will be sent promoting the services of VIP users, so the contact will be “stimulated” to make another purchase. If the point balance is less than the value to be set, then start the loyalty program workflow.
W
- Welcome Email:
message addressed to a new subscriber or customer. Welcome e-mails follow subscription to a newsletter, subscription to a service, loyalty program, or any initial or subsequent interaction with a company.