Overview

After creating a flow and configuring the entry trigger, the next step is building the customer journey.

The Flow Builder is a visual automation workspace where users define:

Every flow begins with an entry trigger and expands through connected automation steps.

Step 1: Open the Flow Builder

After flow creation, EVA opens the Flow Builder.

The builder consists of:

The entry trigger appears as the starting point of the automation.

Step 2: Understand the Builder Layout

The builder is divided into several areas.

Flow Canvas

The central workspace where the automation is designed.

Entry Trigger

Defines how customers enter the flow.

Add Step Controls

Used to expand the customer journey.

Configuration Panel

Used to configure selected steps.

The canvas provides a visual representation of the customer experience.

Step 3: Add a New Step

To extend the automation:

Every step added defines what happens after the previous action is completed.

Step 4: Understand Step Categories

EVA organizes steps into three primary categories.

Messaging

Used to communicate with customers.

Available actions:

Logic

Used to control customer progression.

Available actions:

Data

Used to update customer information and audience membership.

Available actions:

Select the category that matches the intended workflow action.

Step 5: Configure Email Steps

Email steps are used to send automated email communication.

After selecting Send Email, configure:

Subject Line

The email subject displayed to recipients.

Preview Text

Supporting inbox preview content.

Sender Name

The visible sender identity.

Sender Email

The email address used for delivery.

Email Content

The email template used by the automation.

These settings determine how the email is presented to customers.

Step 6: Configure Wait Steps

Wait steps introduce delays between actions.

This allows communication to be spaced appropriately throughout the customer journey.

Examples:

Wait periods are commonly used between messages to avoid overwhelming customers.

Step 7: Configure Conditional Splits

Conditional Splits create branching automation paths.

Customers are evaluated against specific conditions and routed accordingly.

Examples:

This allows flows to become more personalized and behavior-driven.

Step 8: Configure Data Actions

Data actions allow the automation to interact with audience information.

Available actions include:

Add to List

Automatically add customers to a selected list.

Remove from List

Remove customers from a list.

Update Profile

Modify customer profile information.

Get Viewed Products

Retrieve product interaction data for use later in the flow.

These actions help maintain accurate audience organization throughout the customer lifecycle.

Step 9: Build the Complete Customer Journey

Continue connecting steps until the desired journey is complete.

Common automation structures include:

Welcome Journey

Trigger → Email → Wait → Email → End Flow

Checkout Recovery

Trigger → Wait → Email → Wait → Email

Re-engagement Flow

Trigger → Conditional Split → Email → Wait → SMS

The final structure should reflect the intended customer experience.

Step 10: Save Your Progress

As the flow grows, save changes regularly.

Saving preserves:

Flows can continue to be edited until they are activated.