Flows

Flows are automated email sequences that trigger when a user performs a specific action — like signing up, adding to cart, or completing a purchase. Unlike one-off campaigns, flows run continuously in the background and send the right email at the right time.

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Accessing flows

Go to Marketing → Flows.

Note: The Marketing AI tab is only visible once you have at least one verified sender email configured. If you don't see it, go to Email settings to add and verify a sender email address before automation features become accessible.

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Flows list

The flows table shows all your flows with:

Column	Description
Name	Flow name
Trigger	The action that starts the flow
Status	Draft, Live, or Paused
Scope	All events, a specific event, or a specific event date
Last updated	When the flow was last modified

Opening a flow

Click any row in the flows list to open the flow builder directly, where you can view and edit the flow's steps and configuration. This is the fastest way to make changes to a flow.

Available actions

• Edit — Open the flow builder
• View stats — See performance analytics
• Publish — Make a draft flow live
• Pause / Resume — Temporarily stop or restart a live flow
• Delete — Remove the flow

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Creating a flow

Click Create Flow to open the setup wizard. It has three steps:

Step 1: Name your flow

Give the flow a descriptive name (e.g. "Welcome Series", "Cart Recovery").

Step 2: Choose a trigger

Select the user action that starts the flow:

Trigger	Description
User Registered	A new user signs up
Added to Cart	Tickets are added to the cart
Checkout Started	User begins the checkout process
Purchase Completed	A ticket purchase is completed
Ticket Attended	A ticket is scanned at the event
Active on Site	User is active on your site
Birthday	The user's birthday is approaching — see Birthday flows below

Step 3: Set the scope

For event-related triggers (all except User Registered, Active on Site, and Birthday), choose which events the flow applies to:

Scope	Description
All Events	Applies to all events across your brand
Specific Event	Applies to a single event
Specific Event Date	Applies to a specific date of an event

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Birthday flows

The Birthday trigger is a dedicated trigger type for sending automated emails around a contact's birthday. It is the recommended way to build birthday sequences.

How it works

• Enrollment happens automatically on a scheduled job — you do not need to configure any additional conditions for users to enter a birthday flow. Fanz checks contact birthday data and enrolls eligible contacts at the appropriate time.
• The flow then runs your configured email steps just like any other flow.

Setting up a birthday flow

1. Click Create Flow and name your flow (e.g. "Birthday Offer").
2. Select Birthday as the trigger.
3. Build your email steps in the flow builder — for example, a Send Email step with a discount attached to reward attendees on their birthday.
4. Publish the flow when ready.

Migration note

If you previously built a birthday flow using the Active on Site trigger as a workaround, that flow has been automatically migrated to the new Birthday trigger type. No action is needed on your part.

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The flow builder

Clicking a flow row in the list opens the visual flow builder directly — a full-screen drag-and-drop canvas. You can also reach it via the Edit action on any flow row.

Layout

• Left panel — Block palette with draggable actions
• Center — Visual canvas showing the flow as a connected graph
• Right panel — Inspector to configure the selected trigger or step

Adding steps

Drag a block from the palette onto the canvas, or click the + button on an edge to insert a step between existing ones.

Available step types

Step	Description
Send Email	Send an email to the user. Select a template, customize the subject line with personalization tokens, and optionally attach a discount.
Time Delay	Wait for a specified amount of time before the next step. Minimum 5 minutes; configurable in minutes, hours, or days.
Conditional Split	Split the flow into two branches (Yes / No) based on conditions. Users matching the conditions go down the "Yes" branch; the rest go down "No".

Trigger configuration

Click the trigger node to configure:

• Re-entry criteria — Whether users can enter the flow more than once. Options: No re-entry or Allow re-entry after a time period (set cooldown days).
• Profile filters — Filter which users enter the flow using AND/OR conditions (same rule engine as automated segments).

Send Email step details

When configuring a Send Email step you can:

• Select an email template or create a new one using the built-in email builder
• Personalize the subject with tokens like [Attendee Name], [Event Name], etc.
• Attach a discount with a percentage, scope (tag, event date, or day of week), and optional min/max order constraints
• Add additional filters to skip the email for users who don't match certain conditions

Discount styling on event cards

When a discount is attached to a flow and the email includes event cards, each card renders with visible discount styling. Attendees will see the offer highlighted directly on the event card within the email — making the promotion immediately visible without having to read the body copy separately.

AI-generated email copy

When you use Generate email with AI inside a Send Email step, the AI writes natural, fluid copy for the email body. This applies to automation emails such as abandoned cart, birthday, browse abandonment, and new date announcements.

The AI is free to craft the message in whatever way best fits the context — it is not required to include specific placeholder tokens like attendee name or event URL. You are not constrained to insert any particular tokens when using AI generation. If you want to add personalization tokens manually after the email is generated, you can still do so using the subject line token picker or by editing the body directly.

Testing a flow email

From the Send Email step inspector, you can send yourself a test email before publishing the flow.

• Enter your email address in the test field
• Click Send
• Review your inbox to validate the subject, design, and content

In test emails, personalization tokens use sample values so the preview reads naturally instead of arriving with placeholders like [Attendee Name].

Regenerating an email preview

Inside the flow builder, you can preview the AI-generated email for any Send Email step. If you want a fresh version, click Regenerate. The moment you click:

• A success toast confirms your request was registered.
• The preview immediately switches to a generating state ("Regenerating...") while the new version is being produced.

This gives you instant confirmation that the click was registered — you don't need to click again or wait in uncertainty.

Conditional Split conditions

Conditional splits support the same condition types available in automated segments:

Condition	Description
Behavioral event	User has (or has not) triggered a specific event
Profile stat	A numeric profile metric meets a threshold
Can receive marketing	User has opted in to marketing emails

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Post-purchase flow (per-event)

The post-purchase automation flow is configured at the event level, giving you granular control over which events send post-purchase emails and what those emails contain.

To enable it for a specific event:

1. Go to Events and open the event you want to configure.
2. Look for the post-purchase flow settings within the event.
3. Enable the flow and configure the email sequence for that event.

Because each event has its own post-purchase flow toggle, you can run post-purchase emails for some events while leaving others unaffected — useful when you want different messaging for different types of events or when you're still setting things up for a new event.

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Email design in automation flows

Emails sent by automation flows use a branded layout that automatically reflects your organizer profile:

• Branded header band with your organizer logo at the top of every email
• Top accent in your brand's primary color, providing a visual identity stripe
• Improved typography hierarchy with a larger lead paragraph for better readability

No manual design work is needed — these elements are applied automatically based on your brand settings.

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Upcoming events showcase

You can include a section in your automation emails that highlights upcoming events, helping recipients discover what's next and driving additional ticket sales.

How it works

• The showcase displays up to 3 upcoming events, each shown as a card with:
  • Banner image
  • Event title
  • Venue name
  • Nearest upcoming date, formatted to the recipient's locale
  • A link to the event page
• Events without a banner image are automatically excluded, so the showcase always appears polished.

Enabling the showcase

Enable the upcoming events section when configuring the email content within a Send Email step. Once enabled, the platform automatically selects and formats the appropriate events — no manual curation required.

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Discount block

When you attach a discount to an automation email, recipients see:

• A discount code chip displaying the code
• A percent badge showing the discount amount
• A CTA button that links directly to checkout with the discount code pre-filled

The CTA button makes it easier for recipients to redeem their discount without having to copy and paste the code manually.

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Regenerating AI-generated emails

If an AI-generated email in a flow is in a Ready or Failed state, you can trigger a regeneration without having to rebuild the entire flow from scratch.

Steps to regenerate

1. Open the flow in the flow builder.
2. Click the Send Email step whose email you want to regenerate.
3. In the step inspector, locate the generated email.
4. Click Regenerate.
5. Wait for the new version to be generated — this usually takes under a minute.

This is useful when the initial AI output doesn't match the tone or content you want, or when a generation failed and you need to retry.

AI email generation

When building a Send Email step, you can generate email copy using the Generate email with AI option. The AI drafts subject lines and body content based on your flow's context and any custom message or tone you provide.

Guardrails

The AI follows guardrails to keep generated copy accurate and evergreen:

• No specific event names — The AI will not mention specific event names in generated copy. This prevents automated emails from containing information that could become stale or incorrect if an event is renamed, rescheduled, or removed. Keeping the copy event-agnostic means your flow remains accurate over its entire lifetime without requiring manual updates.

Tip: If you want to reference a specific event in the email, add that detail manually after generating the copy, or use a personalization token if one is available for your use case.

Automated email layout

Automated marketing emails (cart recovery, lifecycle, and other flow emails) use a streamlined layout. Note the following about what is and is not included:

• Upcoming events — A section promoting your other events may appear in automated emails. It shows a maximum of two event cards.
• Referral program block — Automated marketing emails do not include a referral program card block. Recipients will see a clean layout without a referral sharing section.

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Email Preview modal

Before an automated email goes out, you can open the Email Preview to review how it will look. The preview modal includes a Desktop / Mobile toggle so you can switch between views and verify that the layout renders correctly on both screen sizes.

To use the toggle:

1. Open the preview for an email step (click View email on the step or from the auto-marketing overview).
2. In the Email Preview modal, select Desktop or Mobile at the top of the preview.
3. The preview redraws to reflect the chosen viewport.

This lets you catch layout issues before the email reaches your audience.

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Marketing AI tab: per-event overview

Event flows (including Abandoned cart) are managed in Events → [your event] → Marketing AI. There you see status and stats for every flow on that event.

Marketing → Marketing AI is a different surface: it covers brand flows (Welcome, Win-back, Birthday). It does not have abandoned cart or the feedback request.

The feedback request is not a Marketing AI flow: it is configured in Events → [your event] → Communications → Settings.

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Sending a test from the auto-marketing tab

You can trigger a test send for a specific automation email directly from the Marketing AI tab, without opening the full flow builder.

To send a test:

1. Go to Events → [your event] → Marketing AI.
2. Locate the flow and the specific email step you want to test.
3. Click the test send action for that email.
4. In the field labeled Test recipient, enter the email address where you want to receive the preview copy.
5. Click Send test to my email.

You'll see a confirmation message once the preview copy has been sent. If there's a problem, an error message will appear — check that you've entered a valid address and that the email has a subject and body configured.

Test emails use sample values for personalization tokens so the preview reads naturally.

WIN_BACK automation: two-email sequence

The WIN_BACK flow re-engages inactive buyers who haven't purchased in a while. Rather than leading with a discount right away, it uses a two-step sequence designed to warm up the contact before presenting an offer:

1. Discovery email — Sent first. This is a re-engagement touch that highlights new or upcoming events without any discount attached. The goal is to spark interest and re-establish a connection with the inactive contact.
2. 5-day delay — After the discovery email, the flow waits 5 days before sending the next step.
3. Incentive email — Sent second, after the delay. This email includes the discount or offer. Because the contact has already received a warm introduction, the incentive arrives in a more receptive context.

Why this structure? Sending a discount to a cold, inactive contact as the very first touchpoint can feel impersonal and may train buyers to wait for deals. By warming up the relationship first, the incentive in the second email is more meaningful and typically drives better conversion rates.

Important: The discount or offer is attached to the second email only — the incentive email. The discovery email does not include any discount.

If you are building a WIN_BACK flow manually, replicate this pattern: Send Email (discovery) → Time Delay (5 days) → Send Email (incentive with discount).

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Flow statuses

Status	Description
Draft	The flow is being built and won't run yet
Live	The flow is active and processing users
Paused	The flow is temporarily stopped; no new users will enter

To go live, the flow must pass validation — all steps need to be fully configured.

Preparing state after activation

When you activate a flow, the row in the flows list may briefly show a spinner and Preparing… label before switching to Live. This means the system is finishing the setup in the background. No action is needed — wait a moment and the status will update automatically.

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Saving and reliability

Reachability validation

Before you can save a draft, the flow builder checks that every step in the canvas is reachable from the trigger. This means each step must be connected — directly or through other steps — back to the trigger node. If any step is floating on its own or part of a disconnected branch, the save is blocked and an error is displayed identifying the disconnected steps.

To fix the error, either connect the flagged steps into the main flow or delete them if they're no longer needed.

Atomic saves

The flow builder saves the entire graph — all steps and their connections — in a single operation. This means a failed save will never leave your flow in a partial state where some steps were updated but others were not. No action is required on your part; this is simply a reliability improvement in how changes are persisted.

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AI-generated automated email layout

When a flow sends an AI-generated automated marketing email, the message is built around event cards. Each event card contains all the relevant details for that event, including any discount offer. The discount section is displayed directly within the event card with prominent padding and formatting, giving promotional offers clear visual weight inside the card.

There is no separate offer strip at the top of the email — discount information is consolidated into the event card block itself, resulting in a cleaner, more streamlined layout for attendees.

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Flow analytics

Use the View stats action on any flow row to open the analytics panel. It includes:

Overview metrics

Total enrollments, emails delivered, conversions, attributed revenue, opens, clicks, emails skipped, and emails failed.

The attributed revenue figure reflects purchases where the buyer's checkout was directly linked to an email sent by this flow (last-touch email attribution). Only purchases with a direct email link are counted — the previous coupon-based attribution breakdown has been replaced by this single total.

Step performance

A per-step breakdown showing delivered, skipped, failed, opens, clicks, and open/click rates. For Send Email steps, the table also displays the name of the email associated with that step, making it easy to identify which email each row refers to at a glance.

Enrollments list

A paginated table of all users who entered the flow, showing their enrollment date, status, and next scheduled step. The Current step column shows the step each contact is currently waiting on, including the step type and its configured delay — so you can see exactly where each person is in the flow at any moment.

Payment provider support

Purchase Completed triggers fire correctly for all supported payment providers — MercadoPago, dLocal, and Fiserv — as well as for free ticket redemptions.

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Marketing AI

Marketing AI is a guided setup experience within the Marketing section that automatically builds and manages automation flows for your events. Rather than constructing flows step by step in the flow builder, you configure preferences through a wizard and the platform generates the flows for you.

Automation flow lifecycle status badges

Each automation flow row in the Marketing AI tab displays a status badge so you can see its current state at a glance without expanding the row:

Badge	Meaning
Active	The flow is running and sending emails to eligible recipients
Inactive	The flow exists but is not currently sending
Preparing	The flow is being set up and is not yet ready to run

Email preview

When you preview a generated email, the preview modal fetches and renders the actual HTML of that email — including event cards and discount blocks exactly as recipients will see them. A loading state is shown while the preview is being fetched.

Brand-level default preferences

When configuring Marketing AI preferences for an event, you can save those settings as the default for all future events under your brand. Look for the checkbox option at the bottom of the preferences form. When checked and saved:

• Your current preference selections are stored as the brand-level defaults.
• Any new event created through the event creation wizard will be pre-filled with these saved defaults, so you don't need to re-enter the same configuration each time.

You can update the saved defaults at any time by revisiting the preferences, making changes, and saving with the checkbox checked again.

Duplicating an event

When you duplicate an event, its Marketing AI configuration preferences are automatically carried over to the new draft. This means you don't need to reconfigure your automation preferences from scratch for similar events.

Note: Only the configuration preferences are copied. Materialized automation flows and any emails that were generated for the original event are not duplicated — the new draft starts clean and will generate its own flows once activated.

Setup wizard

The Marketing AI setup wizard walks you through configuring automation for your brand. The wizard features step headers with icon badges and progress indicators to help you track where you are in the setup. If you haven't set up Marketing AI yet, look for the entry point card in the Marketing section to get started.

Browse abandonment flows

Browse abandonment flows re-engage visitors who viewed an event but did not add a ticket to their cart. Enrollment is triggered as soon as a fan views an event page — no interaction with tickets or dates is required. This widens the audience for these flows, meaning more potential buyers will receive browse abandonment emails.

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Abandoned cart recovery flows

Abandoned cart recovery flows send personalized reminders to fans who started checkout but did not complete their purchase.

Where to configure it: Events → [your event] → Marketing AI → Abandoned cart flow. It is not in Communications and not in Marketing → Marketing AI. The feedback request is a different email: it is configured in Communications → Settings.

The flow sends two emails (a reminder, then a recovery offer). You can turn it on or off and optionally add a discount.

Ticket rate information in cart events

When fans add tickets to their cart or proceed through checkout, the specific ticket rate selected (for example, Early Bird or a VIP tier) is now recorded alongside the ticket. This enriches abandoned cart recovery emails with more accurate ticket descriptions, enabling better personalization in the emails your fans receive.

Cart prefill behavior for sold-out tickets

When a fan returns via an abandoned cart recovery email, the platform attempts to pre-fill their cart with the tickets they had previously selected. If any ticket type in the recovered cart is fully sold out, that item is skipped rather than pre-selected. If any item in the cart is unavailable, the entire cart prefill is rejected gracefully — the fan is directed to the event page without any pre-selection, rather than being sent to a checkout with unavailable tickets.

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Welcome auto-marketing flow setup

When setting up a Welcome auto-marketing flow, the setup wizard includes a Welcome popup objective selector. This lets you specify the goal of the welcome popup — for example, growing your subscriber list or driving ticket sales. The objective you choose shapes the AI-generated popup copy that is produced at activation time.

Once the flow is activated, the popup content remains fully editable, so you can refine the copy, adjust the design, or change the messaging at any time after activation.

Birthday automation

The birthday flow is a special automated sequence that sends a birthday email to contacts around the time of their birthday, timed relative to upcoming events.

How enrollment timing works

The birthday job scans upcoming event dates starting 7 days ahead and matches relevant events to each contact's profile. This refined timing logic ensures birthday messages are sent at the right moment relative to upcoming events — contacts are enrolled when there is a meaningful upcoming event to feature, rather than at an arbitrary point in time.

Birthday email and discount behavior

Whether a contact receives a discount offer in their birthday email depends on how recently they signed up:

• Contacts who signed up more than 30 days ago receive the full birthday email including any configured discount or reward offer.
• Contacts who signed up within the last 30 days still receive the birthday email, but the discount or reward offer is suppressed for that send.

This distinction exists to prevent reward abuse — a contact who signed up very recently could otherwise immediately trigger a birthday discount — while ensuring that no contact misses birthday outreach entirely. Previously, the entire birthday email was blocked for recent sign-ups; now only the discount portion is withheld and the email itself always sends.

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Related articles

1. Email campaigns — One-off promotional emails
2. Segments — Target specific audiences
3. Marketing analytics — Track performance
4. Email settings — Configure and verify your sender email