How to Set Up Workflow Goal Events
Last updated
Last updated
Introduction
Have you ever wished for a more streamlined workflow where contacts who meet a certain condition or reach a goal event could automatically progress to a specific step without going through all the preceding steps? Your wish is now a reality with the Workflow Goal Events Action. This guide will walk you through setting up Goal Events and understanding when to use them.'
Goal Events allows you to set a contact Goal for a workflow. From the moment a contact enters the workflow, the system will "listen" for the specified Goal Event to occur regardless of the contact's step.
It will remove the need for any secondary workflows you've created that remove, continues, or ends a workflow for a contact.
Select the Workflow action called Goal Event > Select between "Received email event" ,"Clicked a trigger link." , "Added a Contact Tag" , "Removed a Contact Tag" , and "Appointment Status" .
How do Goal Events work?
Once the contact has met the goal conditions you specified in the action, it will be pulled into the goal step (regardless of where they are in the workflow).
Email events, tags, and trigger link clicks are currently supported in workflow Goal Action. Please check back here as we add more actions.
If the Goal event were not reached by the time the contact reached the goal action in your automation, there would be 3 options to select from:
1. End this workflow
2. Continue Anyway
3. Wait until the Goal is met
For the "Received email event" filter, make sure to select the events you wish the system to recognize. There are several options:
Clicked
Opened
Unsubscribed (Mailgun only)
Complained
Spam
Usage Cases:
Engagement-Based Marketing: Automatically move contacts to a workflow step designed for engaged users when they open or click on an email.
Drip Email Campaigns: Move contacts to the next email in a drip series only after they've opened the previous one.
Un-subscription Handling: Trigger a win-back workflow when a contact unsubscribes from your emails.
Behavior-Based Personalization: If a contact clicks on a particular type of content in your emails more often (e.g., "Tech Gadgets"), trigger a workflow that sends them more personalized content based on their interests.
Event Registration: If you're promoting an event via email, set a goal for when a contact opens the event invitation and triggers a follow-up workflow to nudge them toward registration.
Webinar Follow-up: After sending a webinar replay link via email, trigger a follow-up workflow when a contact opens the email containing the replay.
Survey Participation: Send out a survey via email and set a goal for when a contact opens the survey email, triggering a workflow to send them a thank you message or reward for participating.
Email Course Completion: If you're delivering an email course, trigger a workflow that sends a certificate or badge when a contact opens the final course email.
Discount Usage: If you've sent an email with a discount code, set a goal for when a contact opens the discount email, triggering a workflow to remind them to use their discount before it expires.
Sales Follow-up: For sales teams, if a proposal or quotation is sent via email, set a goal for when the contact opens the email, triggering a follow-up workflow to keep the deal moving.
For the "Clicked Trigger link," please select the trigger links listed in the dropdown menu.
Usage Cases:
Website Engagement: Move contacts to a workflow step designed for engaged users when they click on a specific link on your website.
Survey Responses: Use different trigger links for different survey responses, moving the contact to a tailored workflow step based on their response.
Product Interest: Move contacts to a workflow designed to nurture interest in a specific product or service when they click a link related to that product.
Content Marketing: If you've shared a blog post or a guide, set a goal event for when a contact clicks the link to the content, triggering a follow-up workflow to gauge their interest or gather feedback.
Webinar Signups: If promoting a webinar, trigger a follow-up workflow when a contact clicks on the registration link.
eCommerce Purchase: If you're an eCommerce business, trigger a post-purchase workflow when a contact clicks on a "Buy Now" or "Add to Cart" link.
Membership or Subscription Signups: If you're promoting a membership or subscription, trigger a welcome workflow when a contact clicks the signup link.
Trial Activation: For software companies offering a free trial, trigger an onboarding workflow when a contact clicks on the "Activate Trial" link.
Affiliate Marketing: If you're an affiliate marketer, trigger a follow-up workflow when a contact clicks on your affiliate link.
Download Confirmation: If you're offering a free resource download, set a goal event for when a contact clicks the download link, triggering a follow-up workflow to engage the contact further.
Contact Tag Added — Contact gets pulled to the goal step when a specified tag gets added.
Contact Tag Removed — Contact gets pulled to the goal step when a specified tag gets removed.
Example using the Tag Goal action in a workflow:
Let's say I am trying to sell a product, and as soon as the product purchase is completed, I want to add the tag “product purchased” to the contact.
Meanwhile, I want to keep the contact in the nurture workflow. As soon as the "product purchased" tag is added to the contact, I want to stop the workflow and remove the contact.
The system already had the capability to do this using a different trigger and workflow, but the addition of the Goal Event Action > Tag function eliminates the requirement for an extra workflow.
Just add a Goal Step at the end of the workflow with the goal event as - contact tag added - “product purchased."
The contact will be pulled into the goal step and continue once the tag is added. In this case, since it's the last step, we would remove the contact.
Usage Cases:
Sales Funnel Management: Automatically move contacts through different stages in your sales workflow as they progress from "Lead" to "Prospect" to "Negotiation" to "Closed Won".
Product Purchase: Use a Goal Event to trigger a post-purchase follow-up or upselling workflow when a "Product Purchased" tag is added to a contact.
Engagement Level Tracking: Use Tag Goal Events to move contacts between workflows designed for different engagement levels, using tags like "High Engagement" or "Low Engagement".
Subscription Status: Trigger different workflows for retention or win-back strategies based on changes in a contact's subscription status, signified by "Subscribed" or "Unsubscribed" tags.
Behavioral Segmentation: Use tags to segment your contacts based on behaviors like "Downloaded E-book" or "Attended Webinar" and trigger workflows tailored to these actions.
Customer Satisfaction: Use tags to denote customer satisfaction levels gathered from surveys or feedback forms and trigger workflows for customer retention or damage control.
Event Attendance: Trigger post-event follow-ups or offer special deals to contacts who attended a particular event, tracked by tags like "Attended Event X".
Referral Program: If you're running a referral program, add a "Referrer" tag to contacts who refer others and trigger a workflow for special thank you messages or rewards.
Upsell/Cross-sell: If a customer purchases a particular product or service, a specific tag could be added that triggers a workflow designed to upsell or cross-sell related products or services.
Trial Users: For software or subscription-based services, add a "Trial User" tag to contacts on a free trial and trigger a workflow designed to convert these trials into paid subscriptions.
For Appointment Status, please select a Calendar from the dropdown menu and then select one or more of the New, Confirmed, and Showed appointment statuses.
New — Contact gets pulled to the goal step when the appointment status of the selected calendar changes to "New".
Confirmed — Contact gets pulled to the goal step when the appointment status of the selected calendar changes to "Confirmed".
Showed — Contact gets pulled to the goal step when the appointment status of the selected calendar changes to "Showed".
Usage Cases:
Client Onboarding: Suppose you have a workflow for onboarding new clients, and part of that process is scheduling an introductory meeting. The "Confirmed" appointment status can be a goal event. Once the appointment is confirmed, the contact could skip to the next phase in the onboarding process.
Sales Funnel: In a sales process, you could set up a workflow where a "New" appointment status acts as a goal event. When potential customer books an initial consultation, they automatically move further down the sales funnel, bypassing initial engagement or outreach steps.
Class or Webinar Sign-ups: A workflow could be set up for an educational platform or webinar host where a "Showed" appointment status for a Class Calendar is the goal event. When a student or participant attends a class or webinar (indicating their appointment status as "Showed"), they could be automatically moved to a follow-up step in the workflow, such as receiving additional learning resources or being asked for feedback.
Product Demonstrations: A workflow could be set up for a company offering product demos where a "New" or "Confirmed" appointment status for a demo is a goal event. Once a customer books or confirms a demo, they could be moved to the next stage in the customer journey, such as receiving preparation materials for the demo.
Healthcare Appointments: Patient follow-ups could be a workflow in a healthcare setting. Once a patient's appointment status is set to "Showed," indicating they attended their initial appointment, the workflow could move them to a goal step where they receive a follow-up survey or reminder for their next appointment.
Fitness or Personal Training Sessions: If you run a fitness studio or personal training service, you might set up a workflow where a "Showed" appointment status for a personal training session acts as a goal event. When clients attend their session, they could be automatically moved to a step in the workflow where they receive a follow-up email with a workout summary or a discount offer for booking their next session.
Real Estate Showings: A workflow could be set up for a real estate agent where a "Showed" appointment status for a property viewing is a goal event. Once prospective buyers view a property, they could be moved to a step in the workflow where they receive further details about the property, mortgage information, or other listings they might be interested in.
Customer Support or Service Appointments: If your organization provides customer support or services that require appointments, you could set up a workflow where a "Confirmed" or "Showed" appointment status acts as a goal event. When customers confirm an appointment or show up for their scheduled service, they could be moved to the next step in the workflow, receiving a customer satisfaction survey or a reminder for their next service appointment.
Consulting or Coaching Services: If you're a consultant or coach, a "Confirmed" appointment status for a consulting session could be the goal event in your workflow. Once clients confirm a session, they could be moved to a step where they receive preparatory materials or questions to consider before the session.
Interview Process for HR: In a human resources context, you could have a workflow where a "Showed" appointment status for an interview acts as a goal event. When a candidate attends the interview, the workflow could move them to the next step, such as a background check or receiving a feedback survey about the interview process.
Conclusion
Setting up Workflow Goal Events is a strategic approach to streamline your workflows and ensure that your contacts are not stuck in irrelevant steps. By understanding and implementing Goal Events effectively, you can create more dynamic, responsive, and successful workflows. Stay tuned for more updates and enhancements to the Goal Events feature.
