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:
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 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 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 sequence?
Sign up and try for yourself Mailmodo’s AI email journey builder.
