Marketing Automation
Section: Marketing & Communication
URL:/admin/ma
Page title: Marketing Automation
Overview
Marketing Automation (MA) is a visual campaign orchestration tool built on the Drawflow drag-and-drop editor. You design multi-step automated journeys — triggered by lead or client events — that deliver emails and SMS messages through configurable workflow stages. Performance analytics are available per stage.
Business value
Nurtures leads and clients at scale without manual intervention. A single well-designed automation can follow up thousands of contacts through the entire buyer journey with precisely timed, relevant messages.
- Who uses it: Marketing, CRM admins, sales enablement
- Key benefit: Convert more leads and retain more clients through consistent, timely follow-up that runs automatically 24/7.
- Metrics it influences: Lead nurture conversion rate, email engagement per stage, time-to-first-reply, retention rate
Typical use cases:
- Welcome sequence: 3-email journey triggered when a lead is created, spaced 2 days apart
- Trial nurture: guide a free-trial user through onboarding milestones with conditional branching
- Re-engagement: contact dormant clients after 60 days of inactivity with a special offer
- Post-purchase: trigger a satisfaction survey 7 days after invoice payment
Accessing this module
From the admin sidebar, navigate to Marketing Automation, or open the URL directly:
/admin/ma
Key concepts
| Concept | Description |
|---|---|
| Automation Campaign | A named workflow with a trigger, stages, and exit conditions |
| Stage | A step in the workflow (wait, send email, send SMS, condition branch) |
| Trigger | The CRM event that starts the automation (lead created, status changed, invoice paid, etc.) |
| Segment | An audience filter applied at the campaign entry point |
| Email / SMS Template | Reusable content designed with the React Email Editor or plain text editor |
| Stage Analytics | Open rate, click rate, and drop-off rate per stage |
Workflow builder
The visual Drawflow-based editor lets you connect stages by dragging nodes and drawing arrows. Supported node types include:
- Trigger — entry point (event-based or scheduled)
- Email — send a designed email template
- SMS — send a text message
- Wait — delay before the next stage (hours, days, or until a date)
- Condition — branch the flow based on recipient behaviour or CRM field values
Common actions
- Create automation — give the campaign a name, select a trigger, and define the entry segment.
- Build the workflow — drag nodes onto the canvas and connect them to design the journey.
- Design email templates — use the React Email Editor for branded, responsive emails.
- Activate the campaign — once validated, activate to start enrolment automatically.
- Monitor stage analytics — view opens, clicks, and drop-offs per stage in the Highcharts dashboard.
- Pause or stop — pause an active automation without losing enrolled lead state.
Add a Condition node after every email step to branch the flow based on whether the recipient opened or clicked — engaged contacts advance to the next nurture email while non-openers receive a different follow-up, improving conversion without adding manual work.
Activating a campaign immediately enrols all contacts matching the trigger condition. Test the trigger with a small segment first before activating on a large audience — a misconfigured trigger on a bulk segment can send thousands of unintended messages before you pause the campaign.
Source: crm-connect-main/app/modules/ma