Overview #
Workflow completion rates help you understand how effectively your automated email sequences are performing. By tracking how many enrollments complete all steps versus those that end early, you can identify opportunities to improve your workflows and client communication.
What is a Completion Rate? #
The completion rate measures the percentage of workflow enrollments that successfully complete all steps. It is calculated as:
Completion Rate = (Completed Enrollments / Total Enrollments) × 100
For example, if 80 out of 100 enrollments complete all steps, your completion rate is 80%.
Types of Workflow Completion #
Enrollments can end in several ways, each affecting your metrics differently:
Completed #
The enrollment finished all workflow steps as designed. This is the ideal outcome and counts toward your completion rate.
Completed by Goal #
A workflow goal was achieved before all steps finished. For example, if your goal is Contract Signed and the client signs after step 3 of 5, the workflow ends early. This is a positive outcome and typically counts as completed.
Cancelled #
Someone manually cancelled the enrollment before completion. These do not count as completed and lower your rate.
Failed #
A technical issue prevented the workflow from completing. These indicate problems that need investigation.
Active/In Progress #
Still running – not yet counted in completion statistics.
Viewing Completion Metrics #
Workflow Analytics Dashboard #
- Go to Settings → Workflows
- Click on a workflow to view its details
- Navigate to the Analytics or Metrics tab
You will see:
- Total enrollments
- Completed count and percentage
- Completed by goal count
- Cancelled count
- Currently active count
Individual Step Performance #
Beyond overall completion, review how each step performs:
- How many enrollments reached each step
- Drop-off rate between steps
- Average time to complete each step
What Affects Completion Rates #
Factors That Lower Completion #
- Unsubscribes: Clients opting out of emails
- Manual cancellations: Team members stopping workflows
- Event cancellations: Performances being cancelled
- Technical issues: Invalid emails, delivery failures
- Long workflows: More steps means more chances to drop off
Factors That Improve Completion #
- Relevant content: Emails that provide value to clients
- Good timing: Steps spaced appropriately
- Clear purpose: Each email has a clear reason
- Proper segmentation: Right workflows for right clients
Interpreting Your Rates #
High Completion Rate (80%+) #
Indicates:
- Well-designed workflow with relevant content
- Good timing between steps
- Clients find value in the communication
Medium Completion Rate (50-80%) #
Consider:
- Review which steps have highest drop-off
- Check if timing needs adjustment
- Evaluate email content relevance
Low Completion Rate (Below 50%) #
Action needed:
- Investigate why enrollments are ending early
- Review unsubscribe rates
- Consider shortening the workflow
- Check for technical issues
Goal Completion Metrics #
If your workflow has goals, track:
- Goal achievement rate: How many enrollments achieve the goal
- Average steps to goal: How quickly goals are achieved
- Goal vs full completion: Balance between early goal completion and full workflow runs
A high goal achievement rate with early completion can be better than a high full completion rate, depending on your objectives.
Improving Completion Rates #
Analyze Drop-off Points #
- Identify which step has the highest drop-off
- Review the email content at that step
- Check the delay timing before that step
- Consider if that step is necessary
Optimize Email Content #
- Make subject lines clear and compelling
- Keep emails focused on one topic
- Include clear calls to action
- Provide genuine value in each email
Adjust Timing #
- Review delay durations between steps
- Consider if steps are too close together
- Align timing with client expectations
Reduce Workflow Length #
- Remove unnecessary steps
- Combine similar emails
- Focus on essential communication only
Benchmarking #
Compare your workflows against each other:
- Which workflows have highest completion?
- What do successful workflows have in common?
- Apply learnings across all workflows
Reporting Period #
When reviewing metrics, consider the time period:
- Last 30 days: Recent performance
- Last 90 days: Broader trends
- All time: Overall workflow performance
Exclude currently active enrollments when calculating rates, as they have not yet had a chance to complete.
