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Steps are what an automation does after the trigger fires. Insert a step anywhere by clicking the + on a connection in the canvas. Steps fall into three groups.

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Actions

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Send Email

Sends an email to the contact. Configure the subject, sender, and content with the full email editor — including product blocks, coupons, and personalization.

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Send WhatsApp Message

Sends an approved WhatsApp template message. Requires a connected WhatsApp Business account; only contacts with a phone number and WhatsApp opt-in receive it.

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Coupon

Generates a unique, single-use discount code in your store for this contact, which you can show in any later email or WhatsApp message in the flow. Full options in Coupons.

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List Update

Adds the contact to a list or removes them from one. Useful for marking milestones (“completed welcome series”) or chaining flows — joining a list can trigger another automation.

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Webhook

Sends the contact and event data to any URL you choose — notify your own systems, a Slack channel, or a third-party tool when a contact reaches this point. Details for developers: Webhooks.

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Timing

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Delay

Pauses the contact at this point before continuing. Three modes, which combine:
  • Relative — wait an amount of time: 30 minutes, 2 hours, 3 days.
  • Specific time of day — continue at, say, 9:00 AM in a timezone you pick. “Wait 1 day, then continue at 9 AM” sends the next email the following morning.
  • Specific days — only continue on selected weekdays, so messages never land on weekends.
For cart recovery, the first delay should be short — 30–60 minutes. The shopper’s intent fades fast.

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Logic

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Binary (if/else)

Splits the flow into Yes and No paths based on a condition — contact properties, segment membership, or what’s happened so far in the flow. Classic patterns:
  • Purchased since the last email? Yes → thank them / exit. No → send the discount.
  • Opened the first email? Yes → softer follow-up. No → new subject line entirely.
  • VIP segment member? Yes → bigger reward. No → standard offer.
Each branch can contain any number of further steps, including more binary splits.

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Putting it together

Example: post-purchase flow
Every step reports its own performance — see Automation analytics.