A workflow, or automation flow, is the branching sequence of emails, wait steps, and conditions that runs automatically once a trigger fires.
In depth
A workflow is built from nodes: a trigger to start it, delays between messages, conditional branches (if the contact opened, clicked, or purchased), and actions such as sending an email or updating a tag. This lets one flow adapt to many different subscribers.
Example
A welcome workflow: trigger on signup → send welcome email → wait two days → if no purchase, send a first-order offer. Welcome flows average $6.16 revenue per email sent (Omnisend 2025).
Related terms
Map your first flow with our email marketing automation guide.