What are flows and How Do You Use Them?

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What are flows?

Flows help set up automated communications with customers across all channels (email, mobile and web push notifications, SMS, webhooks, and more), assign promo codes, award bonus points, edit customer data, and transmit this data between segments. Flows are highly flexible, and combined with Maestra’s segmentation capabilities, they allow you to create an ultra-personalized sequence of interactions with each customer.

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How to create a flow

Go to Campaign manager: Click the green Create campaign button in the upper right corner, expand Automations, and select Flow. Next, choose the folder where the system will create your flow and brand (if you have several, otherwise the brand field will be hidden) and click Create:

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How to set up a flow

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Settings

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Flow statuses

• Draft: some nodes are still empty;
• Ready for launch: all the blocks are filled in and the flow (or the draft) can be launched;
• Launching: this status is displayed for a couple of seconds after clicking the Launch button;
• Active: the flow is running;
• Paused: the flow has been paused;
• Creating draft: the status is displayed for a couple of seconds after clicking the Edit or Copy flow buttons.

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Nodes

A flow consists of different nodes:

1. Launch Settings

The Launch Settings node is the starting point of every flow — it defines what kicks it off. Each flow requires exactly one Launch Settings node. There are two ways to trigger a flow:

• Event-based — the flow starts when a specific action or change occurs, such as a customer joining your list, a browsing session ending, or an order status update.
• On a Schedule — the flow runs on a recurring schedule rather than in response to an event: daily, on specific days of the week, or on set dates each month.

2. Condition

The Condition block lets you filter contacts after a flow is triggered by checking criteria across multiple entities — such as the customer, the triggering event (order, session, or product), or promo code availability. The entities available in the block depend on the flow’s trigger: some, like customer, are always accessible, while others — like order or session details — are only available when the flow is triggered by the corresponding event.

4. Steps

The Step block defines what actions Maestra Platform takes on a contact once they reach that point in the flow — such as sending a message, issuing a promo code, updating loyalty points, or editing customer data.

5. Flow splitter

The Split block randomly distributes contacts across up to five branches based on set probabilities, so you can send different groups down different paths within the same flow. Unlike the A/B test block, it handles distribution only — without any built-in performance tracking.

6. Wait

The Wait block pauses a contact’s progress in the flow until a set condition is met. There are three delay types:

• Fixed — holds the contact for a set number of minutes, hours, or days.
• Dynamic — waits until a date stored in a customer, order, product, or action field, with the option to trigger before, on, or after that date.
• Timed waiting period— doesn’t add a delay, but controls when the contact exits the block by restricting it to specific hours or days of the week.

7. A/B test

The A/B Test block splits contacts into up to five branches at set percentages to test hypotheses and measure their impact on key metrics like order conversion rate, average order value, or revenue per contact. Unlike the Split block, it includes built-in reporting that tracks performance across variants and determines a winner.

8. Limitation

The Limit block caps how many contacts can pass through a specific branch — either over all time or within a rolling period. This lets you control spend on paid channels, cap the number of messages sent per period, or run promotions with a fixed number of rewards.\

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Connections between nodes

Use connection lines to join nodes into a sequence

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Bulk copying and deleting blocks

To copy or delete multiple blocks at once: Keyboard shortcuts

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Flow frequency per customer or order

You can set a limit on how often a flow fires for a given customer or order — once ever, on a recurring schedule, or every time the flow fires.

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Flow schedule

There are three ways to schedule a flow:

• Launch it immediately when you’re ready.
• Schedule it to start automatically on a future date.
• Set an end date so it stops automatically at a specific time.

To set a start and/or end date on a future date for your flow:

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Segment restriction

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Autosave and validation

Every change is saved automatically.
If you can’t launch your draft, click Show errors in the flow in the top right corner to see what’s blocking it. You can jump straight to the problem by clicking the link in the popup.

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Launching a flow

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Test mode

Use test mode to verify your flow logic before going live. You can preview how contacts are routed through each branch and generate test messages — step groups won’t execute and wait blocks are skipped.

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Editing a live flow

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Version history

Click the clock icon next to the flow name to open version history. Each entry shows when that version was launched and stopped. Click any version to view its configuration at that point in time.

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Copying a flow

Select Copy from the flow menu Then choose the destination folder and brand. By default, the original folder and brand are pre-selected.

• If the flow sends campaigns, check Create campaign copies in the selected folder to automatically duplicate them in the new folder.
• If the flow issues an action, the step group will be copied without that step — you’ll need to create a new action template and add it to the copied flow manually.

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Comments

Comments let you leave notes directly on the flow canvas — useful for documenting logic or leaving context for teammates. To add a comment: Once added, you can move comments around the canvas, resize the highlighted area, or delete them.

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Flow analytics

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Run statistics

Once your flow is live, run statistics appear directly on each step. Use them to see:

• How many contacts entered the flow
• How they moved through each branch and where they dropped off
• The most common step execution errors
• Send metrics for any messages in the flow

You can also drill into any individual contact’s run history.

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Reporting

Hover over Flow Report on the flow page for a summary of metrics since the first launch. \
Click to open the full Flows Dashboard for this flow.

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Bulk flow management

From the campaigns list, you can launch, pause, or delete multiple flows at once:

1. Filter the list to find the flows you need.
2. Use the checkboxes to select them.
3. Choose an action — launch, stop, or delete.
4. Confirm when prompted.

This is useful for:

• Launching a multi-flow automation all at once
• Pausing flows with errors while you fix them
• Cleaning up old test flows in bulk