Every lead was an event with a date. Attio had no way to email them the day after it ended.
Eventbanditz runs an event management platform out of Vienna. An AI crawler pushed a monthly batch of event organisers into Attio over the API, each tagged with a category and an event date. The plan was simple: email every organiser a few days after their event. The build stalled on one fact. Attio workflows have no send-email block, and no record changes on the day an event ends, so nothing could fire.
Workflow build
Engagement
8 days
Discovery call to build
~500
Leads per monthly batch
3 days
Delay after event
Next day
Diagnosis turnaround
The problem.
Michael Fritz had already done the hard part. A Relevance AI agent crawled the web for event organisers, stored them in a database, and posted them to Attio through the API, straight into the lead stage of the pipeline. Roughly 500 leads landed on the first of each month. Each one carried two fields that mattered: a category (business, sports, leisure, conferencing, networking) and the date of the organiser's next event.
He had written German and English email templates and started a workflow that switched on category. Then he got stuck at the point where the workflow should send the email. Attio has no send-email block inside a workflow, and he was not sure Attio could do the job at all.
The timing was the real problem. The email had to go out a day or a few days after the event, which could be weeks after the record was created. A normal trigger waits for a record to change. On the day an event ends, nothing about the deal changes, so there is nothing for a trigger to catch.
Objectives.
- Send each organiser the right email a few days after their event, with no one watching a calendar.
- Pick the email by event category, so sports organisers and business organisers get different messages.
- Keep the crawler and API import exactly as they were.
- Leave room for a no-reply follow-up and for more templates once reply rates were known.
What we built.
One workflow on a schedule, feeding Attio sequences. Sequences send the email, because a workflow cannot.
A daily schedule as the trigger
The workflow runs every day at 12:00 UTC. No record has to change for it to start, which is the only way to act on a date that simply arrives.
Find the deals whose date has come
A Find records step pulls every deal whose event date matches the automation date. A loop then handles them one at a time, so each deal gets its own delay, its own check and its own enrollment.
Wait three days, then route
Each deal waits three days, the window Michael asked for. A switch then reads the event category and sends Business and Sport down separate branches.
Enroll the contact in the right sequence
Each branch enrolls the deal's associated person in the sequence written for that category. The sequence does the sending.
When it went quiet in July.
Four months later the workflow still ran every day, but the emails had stopped. Michael asked us to look, and we had the cause the next morning.
The cause: no people on the deals
Deals from April still had people attached. The recent ones had the organiser's details in fields on the deal but an empty associated-people field. A sequence enrolls a person, so with nobody attached there was nobody to email. The workflow ran, found the deals, and had no one to send to.
Where it came from
The upstream agent that created the deals had stopped attaching the person. Michael reworked it, backfilled the missing people and the June event dates, and the sequences had recipients again.
A no-reply follow-up
He also wanted a second email to anyone who had not replied in ten days. Attio cannot trigger a separate sequence on the absence of a reply, so the answer was one more step inside the existing sequence, ten days after the first email.
A note on low replies
Replies were lower than when he emailed from his own inbox. Attio sequences are built for warm contacts, and a cold crawled audience is where deliverability suffers first. We flagged it as the likely cause rather than a setup fault.
Results.
- Organisers get the email for their category three days after their event, with nobody tracking dates by hand.
- The crawler and API import stayed untouched. Attio picks up each monthly batch where it lands.
- A July stall was traced to deals with no associated person within a day of the request, and fixed at the source.
- The follow-up to non-responders runs as a ten-day step inside the existing sequence.
“Easy onboarding and info sharing for the process we required. Prompt solution suggestion and setup of the required processes in Attio workflow and sequences. Proactive checks of implementation and executed automation tasks. Very good overall experience and very likely to contract additional services.”
Michael Fritz
Eventbanditz
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