APSIS Marketing Automation

This part of the tool presents you with a dashboard so that you can get a good overview of all of your automation flows, divided up by:


  • Total = the total number of people has gone through all of your flows in total

  • Active = the number of people that are currently in an active flow that you have (e.g. are running right now)

  • Paused = the number of of people that are currently in an paused flow that you have (e.g. they are paused so that you can change in the flow, and then activate it again)

  • Stopped = the number of people that are currently in a stopped flow that you have (e.g. that they have been active but are now stopped so that they are not running anymore)

Top Automation Flows

The next widget in the dashboard presents you with your top 5 flows, in relation to the flows with the most number of people that have gone through the flows. To the right side, you also see how your flows are growing over time.

Lead Quality

In the flows that you build, you will have the possibility to tag them with different statuses;

Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL). If you in your strategy have these kind of qualifications, you will be able to place these “tags” within the flows (read more under Achievements) and if you do that, the output of this will be presented in this widget.

This part of the tool is the place where you will get a total overview of all your flows, create new ones etc. Looking at the Activities tab, you see the following:

Create new folder = creates a new folder in where you can put your flows into

Create new automation flow = creates a new automation flow (read more in this chapter)

Search = search for a specific flow

In the Activities view, you see several columns:

  • Name = the name of the flow/folder

  • Trend = shows you a +/- trend in your flow, based on if the number of persons in the flow has gone up or down (based on a 30-day-trend basis)

  • Status = if the flow is Active, Paused or Stopped

  • Baseline = what baseline that started the flow (read more in this chapter)

  • Responsible = what user that created the flow/owns the flow

  • Created = the timestamp where the flow was created

If you want to sort the list of activities, all of the above is able to sort both ascending and descending.

To the very right side of a flow you see an icon (...) If you hoover over that, you will be presented with three new icons:

X = deletes the flow and all the data in it

//// = brings you to the statistics report of the specific flow

Folder = gives you the possibility to move a flow into a specific folder

If you instead hoover to the very right side of a folder, you will see the following icons, that gives you the possibility to re-name the specific folder or delete it. Remember that you can't delete a folder with flows inside of it, then you need to move them out before you delete the folder.

If you want to go into an existing flow, simply press the name of the flow to enter the “canvas” to look at the flow, make changes etc. If you want to create a new flow, press Create new Automation flow in the upper right corner.

When you have pressed Create new Automation, you will enter the Wizard with the following steps:


Based on other flows that we've seen get created, APSIS has created several pre-made flows so that you can get started faster with your automations. If you select one of these, you will enter the flow straight away and can start editing the flow.

If you would prefer starting a flow from scratch, press "Create custom flow" at the bottom of the pop-up instead. If you do, you will be presented with the selected Baselines that you can choose from, which are:


  • Form = starts a flow based on that a specific form has been submitted, either built with APSIS Forms or one of your own forms (requires an API-connection to the form).
  • Achievement = start a flow based on an/several achievement(s) that has been fulfilled within an existing flow/flows.
  • Manual input/API = start a flow based on that you manually put a person into a flow by typing in that person's details (e-mail, name etc). You can also use our Automation-API to start a flow based on an action that happens in another of your systems (CRM, ERP etc).

Apsis Lead (requires you to have APSIS Lead)

  • Filter = starts a flow based on that a visitor on your website has done a specific visit/a specific behaviour.

  • Inactive user = starts a flow based on that a visitor has not used a specific form for X time (most common a login-form).

  • Clicked in APSIS email = starts a flow based on that a subscriber has clicked in a sending from APSIS Pro and has landed on your website upon that click (requires APSIS Pro).

Apsis Pro (requires you to have APSIS Pro)

  • Match a Date = starts a flow based on that a date (located in the demographic data that you have in your Pro account). Here you will also be asked to choose:

    • A date = Send one or more emails based on a subscribers date field.
    • An anniversary of a date = Send one or more emails based on the anniversary of a date field.
  • Added subscribers = starts a flow based on that a subscriber is added to a specific list in APSIS Pro.

  • Received e-mail = starts a flow based on that a subscriber has/has not opened or clicked in a sending sent out from APSIS Pro.

Once you have chosen your baseline, press it and you will be taken into the builder, and now it’s time to build the flow itself!

NOTE! If you have more than one APSIS Pro account, you will be asked to choose what account you want to connect to this Automation flow. Once chosen, MA will be able to fetch the lists, subscribers and demographic data from that specific account. Once you have chosen the account, press Next.

When you have chosen your baseline in the last chapter, it’s now time to build the flow itself. The first node in the flow (green) is the baseline that you chose in the last chapter. To change the settings of that node, press the content of the node or the pen-symbol in the right corner to access the settings of the node. Depending on what baseline you chose to start with, there are different options to choose from.

Once you have edited the settings of the baseline, it’s time to move on in the flow and add more logic. To do this, press the green + below where you will then see the other actions & decisions that you can choose from, which are as follows:


  • Send e-mail = sends out an e-mail to a person that entered the flow that could either be sent from APSIS Pro or APSIS Automation:

    • APSIS Pro = choose an e-mail based on a transactional project you have in Pro

    • APSIS Automation = create an e-mail using the Automation e-mail builder

  • Send SMS = create an SMS that gets send out from the flow (requires APSIS Pro, credits and that you have the mobile number inserted correctly in Pro)

  • Add to list = add the person to an existing list in APSIS Pro, or create a new one from within the flow (requires APSIS Pro)

  • Connection = Contact your salesperson for more information

  • Webhook = use a Webhook to POST/GET/PUT/DELETE data from within one of your own platforms. More information about the webhook is located here.

  • Assign = assign a person in the flow with a Relation (prospect, customer etc), Owner (a user in APSIS Lead) or an Achievement.

  • Start a flow = start the person in another flow that you have created.

  • Send notification = sends an internal notification to one or several email addresses with the information about what person X has done.

  • Remove from list = removes the person from a specific list in APSIS Pro

  • Update Subscriber = adds a value into a demographic data field of your choice in APSIS Pro


  • Timer = specify how long the flow should wait before moving a person in the flow on to the next node

  • Randomizer = split the flow up in 2,3 or 4 different rows to send different kind of content, send the person to different sales reps etc. 

  • Multiple inputs = if you want to move a person from one side of the flow to the other, this node makes it possible for you to channel up to 4 outcomes into the same node, and then the flow will continue one way.

  • Alarm Clock = if you want to decide what time the flow is going to continue, add this node. If you enter a specific time, the flow will wait until that time has been fulfilled, and then move on. For example if you want to send all e-mails at 8AM (Swedish timezone applies).

  • Exist in List = do a check towards APSIS Pro to see if the person exists on a specific list and then based on yes/no take the decision to move on or do different things with the person (requires APSIS Pro).

  • Time Frame = a more advanced version of the Alarm Clock where you can select between what specific times the flow should run, and you can also select on what weekdays the flow should run.


Quick-select an achievement that you have already created and want to use

The flow you build can consist of an unlimited number of “nodes” after each other, and it’s also up to you to decide when a flow should end. All the nodes except for the starting baseline (green) can be moved around in the canvas so that you can get an easy and manageable overview of the flow itself.

Activate/Pause/Stop the flow

When you have built the flow and feel like you are ready to go, press the Play-symbol in the top menu and the flow is then activated. If you later on wish to do changes to the flow, specific nodes etc. you can press the Pause symbol in the top menu. If you do this, the flow will be paused and no new people can enter the flow, they will be instead be “stuck” in the baseline. People who are already in the flow will proceed as normal. Once you have done your changes to the nodes and presses play again, all the people that are waiting in the baseline will move on into the flow at once.

If you want to Stop the flow, meaning that all people in the flow will be stopped including the people in the flow, regardless of where they are in the flow. Statistics will still be in the flow but if you choose to activate a stopped flow again, it will start from a “blank page”. Please not that if you later decide to play a stopped flow, people who where in the flow before will be played again.


If you want to see statistics on a specific flow, there are three ways to get this.

Statistics on a node-level = on each node in the flow there is a small statistics-symbol in the top left corner. If you press this, you will see the following:

  • Started = how many people that have started in this specific node

  • Completed = how many people that have completed this specific node and have moved on to the next

  • Active = how many people that are still active in this specific node

  • Cancelled = how many people that have either bounced (wrong e-mail) or chosen to opt-out

  • Opens = how many people that have opened this specific e-mail (only applicable on Send Email node)

  • Click = how many people that have clicked in this specific e-mail (only applicable on Send Email node)

When you click on either of these numbers, you will be presented with a list of all the people that fulfilled the logic you looked into, and you can from there also export these in Excel.

Live statistics on a flow level = by pressing the statistics-button in the top menu (to the right of the Stop-button) you will get a flow-overview on how many people (and %) that are located where in the flow. This gives you a quick and easy overview of the flow so that you for example can see how many leads you have sent out to sales, where people drop of in the flow etc.

Statistics report on flow level = by pressing the Report tab in the top menu of the flow, you will be presented with a graphic report on how the flow has been doing over time. You can here change the date range that you want to look at, which will make the it possible to see the correct statistics that you want to see.

Override = when you create an Marketing Automation-flow, this flow will speak to all your other flows in the background. This way, you can for example control that flow A should not start if you are in flow B, or that you should drop of from flow B if you happen to enter flow A. This logic is controlled using the feature Override. To control this, you head over to the Override tab in the top bar. Once here, you will add an override by clicking on it and then choose what that should override the flow. Using Achievements (see Achievements-chapter) you can control that people with a certain achievement(s) will be over-written in the flow (e.g. will not start or will stop if they already are in the flow). You can add as many overrides as you want to to a specific flow, and you will also be presented with how many people that have been overwritten using your logic.

The third item in the left menu is settings, where you can do the following:

Connect to your APSIS Pro-account(s) using the REST-API (you will have to have this activated on your PRO-account)

Once this has been connected you will get two new options:

Revoke = removes the connection to the specific PRO-account
Settings = brings you to a settings dialoge where you will map your demographic data in MA to your demographic data in PRO to make sure that the information maps towards the right place in PRO.

Connect to your APSIS Lead account (requires APSIS Lead)

Once this has been connected you will get two new options:

Revoke = removes the connection from the Lead-account

In APSIS Marketing Automation (MA), one of the Actions that you can use is called Webhook, a HTTP callback functionality to one of your own systems that can be used inside of your automation flow to control the next step(s) for a person that have entered the flow.

To use this, add the Webhook under Actions in the flow where you want it to be located and then press the node to see the settings of the node. In here you will find the following settings:

Here you need to specify the URL for your system that APSIS MA should speak with in order to make the callback.

Parameter data (optional)

If you want to add additional parameter data into the callback, you can enter them in this section.

The webhook is built up using the following possible callback methods

  • POST = MA pushes the data into your system
  • GET = MA receives the information from your system
  • PUT = MA updates existing data in your system
  • DELETE = MA deletes the data from your system


Based on the answer (callback) that we get back from your system (for example True or False if you use the GET method), you can now decide what will happen in the next step. If you use a POST/GET/DELETE, you can often leave this setting in default mode Nothing.

To make it a bit easier to understand, an example of a Webhook could be as follows:
Double check if person A has had any support errands with us the last 3 months (callback to URL with GET as the method).

If they have (response equals True), send them email A and if they have not (response does not equal True), send them email B.

In order to set specific settings for your flow, you can go to Flow Settings and edit a few additional details and rule-sets about your flow. Note that all these settings are on a FLOW level, so these settings only applies for the flow that you are in at the moment.

Name = see and change the name of the flow

Responsible = who is the responsible user for the flow (e.g. the one who owns and can edit the flow)

Limit the starts of this flow = select how many times a person can enter the flow. E.g. if you select for example 1, the same person can only enter the flow once and if they try to enter again; they will not start.

Language setting = select what language the OptOut-page in MA should have. If you want to make additional settings on the content of the page, you can change that in the text boxes below.

Don't start objects that are active = if you activate this, you can choose that persons who enter this flow will not start if they are already in the flow, or in any other flow. This is to control how many flows a person can be in at the same time.

Remember to hit Save after you have made your settings!

Delete = delete the flow and all the data in the flow

Copy = makes a copy of the flow and places it as a copy in the Activities view