Personalization in Groove Flows

Pre-personalization feature for Flow emails lets reps tailor every step of automated email outreach in advance, streamlining engagement with prospects. This function supports both individual and group personalization and is integrated within the Flow import processes, enabling efficient prospect research to entire sequences at once. 

Use Cases

• As an Admin, I want to control personalization within specific flows, so that reps can edit the content of emails for better engagement and outreach.

• As an Admin, I want to determine which flows have personalization, versus which flows do not,
  so I my teams adhere to organizational standards on key flows.

• As a Sales Rep, I want to personalize the body for each email step in a Flow before engagement begins.

• As a Sales Rep, I want to bulk import contacts via Web App or Omnibar and immediately tailor my outreach.

• As a Sales Rep, I want to target both scaled bulk outreach and smaller, high-touch programs.

• As a Sales Rep, I want to be able to personalize any future step within a flow, regardless of my current location within the flow, so I can plan and execute personalized outreach in advance.

Enabling Personalization

Admins or users with edit access to a flow will be able to toggle personalization on at the individual flow level as shown below.

From Flow creation wizard: 

In each Flow's settings:

When toggled ON: Personalization is available at the specific flow level for all users either imported in the flow (via Salesforce or People Export), or users currently active in the flow (via the three dot menu on the flow show page)

When toggled OFF: Personalization is unavailable and the buttons are greyed out for all users either imported in the flow (via Salesforce or People Export), or users currently active in the flow (via the three dot menu on the flow show page).

When the personalization toggle is OFF: 

• Buttons are greyed out when adding to Salesforce (see image below)
• Buttons greyed out when adding to a Flow 
• Buttons greyed out when personalizing through the three step menu in a Flow 

How To Personalize Flows

There are three entry points for personalization:

1. 1. Through the Omnibar in Salesforce

   2. Through the three dot menu on a flow step in Groove

   3. Through the import process within Groove

Omnibar in Salesforce

Note: You have to have edit access to a Flow to personalize it. 

1. Select Pre-personalize if it's available:

2. Toggle to "Grouped" to personalize everyone at once with the same message:

3.  Notice that once you make a change within the selected contact, that contact gets marked with the "Edited" badge:

4. At the bottom, click "Save and add to Flow" to add the contacts to your Flow.

Flows Page in Groove

From Flows, click the menu (...) on a Flow > Personalize:

When Adding People to a Flow

1. From Flows, at the top click Add > People 
2. Select a contact(s) like you normally would, then click Personalize at the top right: 

How Personalization Works with A/B Testing

• Use Case 1: A/B Tests apply to non-personalized contacts/leads: If a person is not personalized, they will be included in the A/B test, and the available A/B test variants will be applied based on the step selected.

• Use Case 2: Personalized people skip A/B test variants: If a user is personalized, they will be excluded from any A/B tests. This means none of the available A/B test variants will be applied to them; instead, the personalization that was applied will persist.

In essence, if someone has been personalized, then ANY A/B test variants for that specific template are skipped for that user.

More on these use cases below. 

Use Case 1: Contact/Lead is NOT Personalized, AND an A/B Test is Active

• Behavior: If a person is not personalized but an A/B test is active on that step, that person will be included in the A/B variant test. One of the selected A/B test variants (e.g., Variant A or Variant B), will be assigned by the system.

• Outcome: The person gets either Variant A or Variant B (or a Control version if you have one) applied to them

1. Let’s say you have a three-day Flow with Day 2 having A/B Testing with two variants (A and B) and a control (No A/B Testing template)

2.  If we personalize the two people below, who will then be marked as “edited” once personalized, this means that the variants A and B will be applied to the remaining people.

3. Prior to executing the step, you can see that Bruce Lee will get Variant B

4.  Once the step is executed, we see that the other people on the list who were not personalized got variant A or B

Use Case 2: Contact/Lead is Personalized AND an A/B Test is Active

• Behavior: If a person is personalized on any step that has an A/B variant applied, then you will always see the personalization applied to that person. The A/B test for that step will be entirely skipped for them.

• Outcome: Personalization overwrites the A/B test, the person always gets the control version

1. When people are personalized within a step that has A/B variants, the personalization takes precedence.

2. For example, Maui was personalized on Day 2 (which has variants A and B) prior to executing the step. We can see that she'll get the original control template.

3. Once the step is executed, we can see that the control template (the non-variant) was applied to the personalized step.

4. The overall A/B Testing analytics show that the two people who were personalized got the control, while the other variants A and B were equally distributed amongst the other non-personalized people.

Grouped Personalization Overview

When you initiate personalization for all contacts currently present in a flow at once, each member is assigned a personalized status. After this batch process, further collective updates are restricted: adjustments must be performed individually on each contact, as overall group modification is no longer available for these recipients.

Managing Subsequent Additions

Should additional people be incorporated into an already personalized flow, bulk personalization is once again accessible—but only for those who are newly added and do not carry the personalized status yet. This action exclusively affects new participants, leaving previously personalized members unchanged. Once this group personalization is applied to the newcomers, any subsequent tweaking needs to be managed separately for each of their emails.

Troubleshooting

• Why did my contact/lead not see the A/B test variant I set up?

  • Answer: Check if that user had personalization applied to that specific step. If yes, then personalization takes precedence. If not, verify that the A/B test was active and the user was included in the test.

• Can a contact/lead see both personalized content and an A/B test variant at the same time?

  • Answer: No, not for the same step. For any given step, it will either be personalized OR have an A/B test variant applied (if you have activated A/B testing on that step).

  • Note: Different steps within the same flow could have personalization, while other steps could be part of an A/B test.