# How to Build Adaptive Email Workflows

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## Table of contents

- Why static workflows don’t work anymore
- How to build adaptive email workflows
- Conclusion

Most [email workflows](https://www.mailmodo.com/guides/email-workflow/) are built as static sequences. A user enters the journey, receives a set of pre-scheduled emails, and follows a fixed path — regardless of how their behavior or profile changes along the way.

But customers aren’t static.

A user who was disengaged yesterday might make a purchase today. Someone who just explored a premium feature could be ready for an upsell tomorrow. If your workflows can't adapt midstream, you're likely sending the wrong message at the wrong time.

In this article, we’ll show you how to use Mailmodo to respond automatically to changes in customer data — so your emails stay timely, relevant, and effective.

## Why static workflows don’t work anymore

Traditional email automation assumes that once someone enters a journey, their profile stays the same throughout till the journey ends.

But that’s rarely true. Users are constantly taking actions that change their customer properties, such as:

-   Making a purchase
    
-   Upgrading or downgrading a plan
    
-   Engaging (or not engaging) with recent emails
    
-   Visiting a specific product page
    
-   Filling out a preferences form  
      
    

Yet static workflows keep treating them as if nothing’s changed — leading to:

-   Missed [cross-sell or upsell](https://www.mailmodo.com/email-flow/ecommerce-email-flows/ecommerce-upsell-cross-sell-email-flow/) opportunities
    
-   Irrelevant follow-ups
    
-   Poor customer experiences
    
-   [Unsubscribes](https://www.mailmodo.com/guides/unsubscribe-rate/) and email fatigue  
      
    

To stay relevant, your workflows need to evolve with your customers — in real time.

  

## How to build adaptive email workflows

Mailmodo gives you the power to create [journeys](https://www.mailmodo.com/guides/email-journey/) that react to customer property changes in real time. Here’s how:

  

### 1. Build workflows with a customer data check

When building an email flow, you can choose the Contact properties block to create a filter as to which email to send if the criteria is matched. You could set up a rule such as “Membership status = Inactive”

You can add any other rule or set of rules to make sure that the individual recipients match a specific criterion and can be diverted and sent a different email if it doesn’t.

You can set up this block before every campaign to ensure that this check is performed regularly and that the emails stay relevant throughout the email flow.

  

### 2. Change paths based on list/segment membership

When you use a dynamic segment as the trigger for a journey, Mailmodo ensures the segment refreshes every hour. As soon as a user’s properties change — for example, they make a purchase, complete onboarding, reach a [churn](https://www.mailmodo.com/guides/churn-prevention/) risk threshold — they’re immediately added to the relevant journey.

You can use this in collaboration with the List/Segment membership block to ensure that the user still belongs to the same segment or not and send him the relevant email.

  

## Conclusion

Curious how to set up a real adaptive workflow like a post-purchase journey or [churn prevention](https://www.mailmodo.com/email-flow/saas-email-flow/saas-churn-prevention-email-sequence/) sequence?

Sign up and try for yourself [Mailmodo’s](https://manage.mailmodo.com/auth/signup?utm_content=inline-s&utm_term=/solutions/customer-data-adaptive-wokflow/) AI email journey builder.

