Send the right follow-up after each customer action.
Welcome a subscriber, follow up after a purchase, or remind someone about a cart. Moosewave shows who entered each automated flow, what happened, and why it stopped.
Build the welcome journey
- Starting point setConfirmed signup with current permissionDefined
- Decision paths createdPurchase, browse, and no-activity paths3 paths
- Stopping rules setPurchase and unsubscribe stop the journeyActive
- Waiting for reviewThe exact journey must be approved firstReview
SavedJourney ready to activate
The start, decision paths, stopping rules, repeat-entry rule, and exact messages are attached.
- Details
- Visible
- Checks
- Ready
- Action
- Waiting
The basics
What is marketing automation?
Marketing automation uses rules to send messages after a customer action or data change. Examples include a welcome series, cart reminder, or renewal notice.
A campaign sends at one chosen time. An automated flow starts separately for each person, so its starting rules and failed messages need regular checks.
Example / automation flow
An automation should check whether every message is still needed.
A reliable flow knows what starts it, what information each decision uses, what should stop it, and when the same person may enter again.
Trigger
Starting action
A real action or data change can start the flow.
Check again
The reason for the message is evaluated again.
- Still relevantDelay → actionAfter any delay, check again that the message is still needed before sending.
- Reason has endedStop remaining messagesA purchase, opt-out, or do-not-send rule cancels every remaining action.
End
Flow finished
No later scheduled message should be sent.
- Entering again
- The same person enters again only after another action matches the starting rule.
- When the flow stops
- A purchase, opt-out, or other ending action cancels the remaining messages in this run.
The return line means a person can enter again only after another action matches the starting rule. The flow does not loop by itself.
Build, check, and repair flows in the same workspace
Moosewave shows every trigger, check, wait, path, and stop as a visible step. A teammate can review the whole flow before it starts.
Each flow states when someone may enter again. A welcome series can run once, while a cart reminder can restart after each new unfinished cart.
- Visible triggers, checks, waits, paths, and stopping rules
- A clear choice for when someone may enter each flow again
- Checks that stop messages after the goal is complete
- Email and SMS steps in one automated flow
- One shared do-not-send list across every marketing flow
- Trigger
- Subscribed
- Wait
- 1 day
- Branch
- Opened / not
- Send
- Getting started
Learn the details
Practical guidance, when you need it.
Open the question that matters to you. The core product workflow is above; these sections explain the underlying concepts and tradeoffs.
How a flow worksWhat are triggers, conditions, and actions?
A flow combines a trigger, conditions, delays, and actions. Reading those steps in order should explain why someone entered, waited, received a message, or left.
A trigger is an event; a condition checks current data. For example: when an order arrives, check customer value, then choose the next action.
- Trigger
- The event that starts a flow, such as a signup, purchase, abandoned cart, field update, or date.
- Condition
- A check inside the flow, such as whether the person purchased, remains subscribed, or is placing a first order.
- Delay
- A planned wait before the next check or action. Delays give the customer time to act without another message.
- Action
- What happens next, such as sending a message, updating a field, notifying another system, or ending the flow.
First flowsWhich automations are worth building first?
Begin with a small flow tied to a clear customer action. Welcome, order follow-up, and cart recovery are easier to explain and measure than a large flow with many paths.
For each flow, define its purpose, permission, starting rule, stopping rule, and measure of success before adding more paths.
Scroll to compare
| Flow | Trigger | Why it works |
|---|---|---|
| Welcome | Subscribed | Sets expectations while the signup is recent |
| Abandoned cart | Cart created, not purchased | Follows up on an unfinished purchase |
| Post-purchase | Order placed | Provides useful order guidance and follow-up |
| Browse abandonment | Product viewed, no cart | Offers help after a weaker sign of interest |
| Win-back | No activity for a set period | Tests whether the customer still wants contact |
| Re-engagement | Activity falls below a chosen level | Supports a decision to continue or stop sending |
Why flows failWhy do automations quietly stop working?
A flow can look active even when its starting rule no longer matches anyone. Check who entered, who can enter again, failed messages, and where people stopped.
Avoid decisions based only on opens, which privacy tools can create automatically. Check again before each send so a purchase or unsubscribe stops an outdated follow-up.
ConsentHow should automation and consent interact?
Automated marketing still needs permission or another valid legal reason to send, often called a lawful basis. A customer action alone may not give marketing permission.
Rules vary by location and message type. Keep service and promotional messages separate, and apply every required unsubscribe or do-not-send rule across marketing flows.
Common questions
How many emails should a welcome sequence contain?
Use only the messages needed to welcome someone and set expectations. Give each message one purpose, then stop when the introduction is complete.
What is the difference between a flow and a campaign?
A campaign sends to an audience at a chosen time. A flow starts separately for each person when an action or data change matches its starting rule.
Should automated emails come from a person or a brand?
Choose the identity recipients will recognise and use it consistently. A person can work for conversational messages; a brand often fits service updates.
Can automation replace sending campaigns entirely?
Usually not. Flows handle repeatable customer moments, while campaigns cover timely news and planned announcements. Use each format for the job it explains best.
Build a flow your team can review.
The guided demo uses sample data and does not send anything. It shows where this capability fits in a complete customer journey.