If you are regularly involved in building automated flows, it is likely that you have used the ‘Send Message’ node to send communications to contacts triggered by specific events.
This is where the ‘Message activity’ node comes into play. This node monitors the actions that contacts take on received messages, such as opening the message, clicking or converting.
The ‘Message activity’ node is designed with several outputs, each corresponding to a type of event, which allows you to customise the next path based on the behaviour of the contact. For example, if a contact clicks on a link in your message, you can add them to a specific audience. If they convert, you can respond with a customised thank-you message.
In complex flows, it is possible for a contact to reach the ‘Message activity’ node without having received the message in question. For these cases, the node provides a dedicated exit, ensuring that the flow can also handle these scenarios with a separate automated flow branch.
In summary, the operation of the node is based on identifying the maximum level of interaction of the contact with the message. For example, if a contact has opened the message and also clicked on a link, they will be directed to the ‘click’ output. If the contact has also converted, they will be directed to the ‘convert’ exit.
This approach allows you to react accurately and purposefully to your contacts' interactions, optimising the effectiveness of your automation flow.
How to configure it
Select the events for which you want a separate exit from the node:
- Converted via message
- Clicked, in which case choose whether you want to specify a link
- Has opened or clicked, so in general interacted with this message
- Bounced
- Has reported spam
- Not sent, i.e. the message was not sent to the session contact.
If you do not select this option, the sessions of the contacts to whom the message was not sent will not continue and will exit the automated flow.
Then select the message you wish to refer to from those belonging to the workflow.
Each event/action you have selected will produce a different exit. If the contact does not record one of the selected events, it will exit ‘Other’.