Flows Overview
Overview
Flows are automated customer journeys that execute actions based on predefined customer behaviors and events.
Unlike campaigns, which are manually sent one time to a selected audience, flows run continuously in the background and automatically react when customers meet specific conditions.
Flows are commonly used for:
- Welcome series
- Abandoned checkout recovery
- Post-purchase communication
- Customer win-back campaigns
- Engagement nurturing
- Lifecycle automation
Once activated, a flow continuously monitors incoming customer activity and automatically executes the configured sequence of actions.
This allows businesses to deliver timely and personalized communication without manually sending messages.
Step 1: Open the Flows Section
To access flow automation:
- Open the left navigation menu
- Click Flows
The Flows dashboard provides a centralized view of all automation workflows currently configured in EVA.
From this page you can:
- create new flows
- monitor active automations
- review performance
- manage existing flows
- identify automation opportunities
Step 2: Understand the Dashboard Metrics
At the top of the page, EVA displays key performance indicators that summarize overall flow performance.
Available metrics include:
Total Revenue
The total revenue attributed to flow automations.
Active Flows
The number of currently running flows.
Paused Flows
The number of flows that have been temporarily disabled.
Draft Flows
Flows that have been created but not yet activated.
Total Recipients
The total number of customers who have entered flow automations.
These metrics provide a high-level view of automation performance across the workspace.
Step 3: Review Flow Insights
The Recommendations section highlights automation opportunities detected by EVA.
Recommendations may identify:
- missing lifecycle automations
- customer retention opportunities
- revenue recovery opportunities
- automation gaps
Each recommendation includes:
Recommendation Title
The automation opportunity identified.
Description
A summary of the business impact.
Confidence Score
An estimated confidence level for the recommendation.
Create Flow
A shortcut for creating the recommended automation.
These recommendations help teams identify valuable automations that have not yet been implemented.
Step 4: Manage Existing Flows
Screenshot: Flow table with search, filters, and status indicators.
The lower section of the page contains the flow management table.
This area displays all existing flows and their current status.
Available information includes:
- Flow Name
- Status
- Channel
- Trigger
- Revenue
- Recipients
- Last Updated
Users can also:
- search flows
- filter by status
- filter by channel
- filter by flow health
- sort flow records
This table serves as the primary management area for all automation workflows.
Step 5: Understand Flow Statuses
Flows move through different operational states during their lifecycle.
Draft
The flow has been created but is not yet active.
Customers cannot enter the flow.
Active
The flow is running and processing customers automatically.
Paused
The flow has been temporarily disabled.
Existing configuration is preserved, but new customers will not enter the flow until it is reactivated.
These statuses help teams track deployment and automation readiness.
Step 6: Open Flow Details
Selecting a flow opens its detailed performance view.
The flow detail page provides visibility into:
- flow configuration
- trigger setup
- messaging steps
- recipient activity
- revenue performance
This view is used to monitor how a specific automation is performing over time.
Step 7: Monitor Flow Performance
Each flow includes performance reporting metrics such as:
Revenue
Revenue generated by the flow.
Recipients
Customers who entered the automation.
Conversion Rate
Percentage of recipients who completed the desired action.
Revenue per Recipient
Average revenue generated per participant.
These metrics help measure the effectiveness of automated customer journeys.
How Flows Work
The flow lifecycle follows a simple automation process:
Customer Trigger
→ Customer Enters Flow
→ Flow Executes Steps
→ Messages Are Sent
→ Customer Activity Is Tracked
→ Performance Is Reported
Because flows operate automatically, they can continue generating engagement and revenue without requiring manual intervention.
Key Value Pillars
Automation
Flows execute actions automatically based on customer behavior.
Personalization
Customers receive messages relevant to their actions and lifecycle stage.
Scalability
Automations continue running without manual effort.
Revenue Recovery
Flows help capture revenue opportunities that may otherwise be missed.
Lifecycle Marketing
Flows support long-term customer engagement and retention strategies.