Yespo Certification: Workflows, Automation & Analytics

This course contains the use of artificial intelligence.

A workflow you can’t diagnose, test, or measure isn’t automation — it’s a black box that happens to run on its own. This module covers the full lifecycle of a workflow: building it correctly, making it smart, keeping it healthy, and proving what it actually delivered.

You’ll start with the fundamental distinction between mass campaigns and triggered workflows, and why a workflow with no stop condition quietly burns budget and irritates customers. From there, you’ll build the anatomy of a workflow — start type, stop conditions, and the six block groups that make up its body — before moving into the blocks that make a workflow genuinely smart: individual checks and the Branch block, which routes contacts by behavior, segment membership, event data, current time, and channel availability, turning a chain of nested conditions into one readable decision tree.

You’ll then cover testing two ways: the classic Split block, where you decide the winner, and “One from Many,” where machine learning continuously tests and optimizes on its own — including a documented case where AI-generated copy outperformed marketer-written variants by 82%. Webhooks bring in data that lives outside Yespo entirely, and a dedicated diagnostics lecture teaches you to read event history and launch history instead of guessing why a workflow isn’t working.

The module closes with the eCommerce trigger map every business should build first, and three analytics lectures that answer the question testing alone can’t: did it actually work? You’ll learn to avoid misleading metrics like ambiguous CTR figures, track what happens after the click with UTM tags and Google Analytics, and use BigQuery and contact analytics to judge the health of your list, not just a single campaign.

By the end, you’ll be able to design, test, fix, and prove the value of a complete automated communication system.