Less Routine Work, More Control Over Every Customer Journey

This summer, our product work centered on a practical question: how can we help marketing teams spend less time configuring campaigns and more time improving the customer journey?

Between June and August, we made workflows easier to build and troubleshoot, introduced AI assistance directly into the workflow editor, expanded personalization across markets and channels, and gave teams a clearer view of campaign performance. We also worked through dozens of smaller friction points in editors, widgets, dashboards, and integrations — the kind of details that can make a noticeable difference when you use a platform every day.

Here is what changed in Reteno over the summer and how these updates affect the way marketing, product, and technical teams work.

AI moved closer to the campaign itself

AI is most useful when it works inside the process rather than adding another tool or tab. That principle shaped several of our summer releases.

In June, we gave teams more choice over which AI backend powers new Reteno Agent conversations in Slack. They can use Reteno Managed OpenAI, connect their own OpenAI key, or connect an Anthropic key to work with Claude. The selected backend remains consistent throughout the Slack thread, so the conversation keeps the same runtime and context.

In July, AI became part of message optimization through improvements to the One from Many workflow block. The block can generate new message variants for different groups, maintain the required number of active variants, and stop options that perform poorly. Marketers still review every generated message before it enters the next optimization cycle, which keeps the process supervised and prevents unapproved content from reaching customers.

August brought the largest step forward: an AI assistant built directly into the workflow editor. From the chat panel next to the canvas, users can describe a workflow they want to create, ask the assistant to update an existing flow, or request a review of its logic and structure. The assistant can add and remove blocks, update connections, change timers and conditions, and explain how different workflow elements work.

The feature is currently available in beta. Its purpose is not to remove marketers from the process, but to reduce the amount of manual setup required to turn an idea into a functioning journey. A marketer can start with the business logic, such as recovering an abandoned subscription or reactivating an inactive user, and then review and refine the workflow created from that description.

Workflow automation became faster and more responsive

AI was only one part of our workflow updates. We also improved how workflows react to customer behavior and how teams build, inspect, and maintain them.

One of July’s main releases was the option to wait for a message status. The Sent?, Delivered?, Opened?, and Clicked? blocks can now hold a contact until the relevant status arrives or a specified deadline is reached. If the customer opens or clicks earlier, they move immediately along the Yes branch rather than waiting for a fixed timer to expire.

This creates more responsive journeys. In an abandoned-subscription campaign, for example, the next message can be triggered as soon as the first email is opened. Teams can follow up while the customer’s interest is still fresh, while retaining a time limit for users who do not engage.

Building those journeys also requires fewer interruptions. Email and mobile push messages can now be created and edited without leaving the workflow editor, and SMS joined them in August. Teams can change message content while still seeing where it sits in the wider journey, instead of moving between separate screens and trying to keep the workflow logic in mind.

We simplified several other common actions as well. Users can insert a new block by dragging it onto the connection between two existing nodes, copy workflows together with their start and stop settings, search for blocks from the editor panel, and duplicate individual rules inside condition blocks. Keyboard navigation and a new help menu put frequently used actions, documentation, API resources, and support closer to the canvas.

More visibility into what happened after launch

A workflow is only useful if a team can understand how it behaved. Over the summer, we added more context to workflow history and brought important campaign-health indicators onto the main dashboard.

In July, workflow launch history started showing the saved configuration of each block. This allows teams to inspect how a previous launch was configured without opening the workflow in edit mode. August added the outcome of condition blocks, including whether a contact opened a message, belonged to a segment, matched a specified value, or entered a particular percentage branch in a split.

These details make troubleshooting more direct. When a contact takes an unexpected path, the team can see both the condition that was configured and its result instead of reconstructing the journey across several screens.

We also added unsubscribe, spam, and error metrics to the home page dashboard. Teams can view both absolute values and rates, then filter the information by period, channel, and conversion event. This makes it easier to spot delivery or list-quality problems during a regular performance check instead of waiting until someone opens a separate campaign report.

Earlier in the summer, we introduced the option to choose which metrics appear in the dashboard’s channel, workflow, and broadcast tables. Together, these updates let each team keep its everyday view focused while still monitoring the negative signals that can be hidden behind strong send or click numbers.

Personalization now accounts for more market and location context

For apps operating across countries, personalization often involves more than translating a message. Product availability, prices, offers, customer data, and even the meaning of a location can differ from one market to another.

In June, we expanded support for marketId across product feeds, contacts, events, web tracking, and BigQuery exports. Teams can use a market feed to override selected product information for a specific country, brand, or locale while keeping the main product feed intact. Market data passed with a contact or event can then be used in segmentation, workflows, recommendations, and reporting.

July connected this foundation to everyday campaign work. Country and Market ID became available in the dynamic segment builder, while recommendation requests began using a contact’s Market ID automatically when a corresponding market feed exists. This allows a global app to promote the right plan, add-on, product, or offer without maintaining disconnected campaign logic for every market.

In August, we clarified the distinction between a contact’s address and current location. City, region, and country conditions now identify which of these two data sources they use. The difference matters when, for example, a customer lives in one city but is currently using the app somewhere else.

Multilingual communication also received broader support. Reteno now accepts every valid two-letter ISO 639-1 language code in multilingual messages and API requests, giving international teams more room to work with their actual language mix.

More control across email, In-App, App Inbox, and widgets

Several summer releases focused on how messages look, where they appear, and what happens after a customer interacts with them.

In the email editor, teams can now improve an image with AI without exporting it to another service, rename a message from the top panel, validate JSON used in dynamic content, and share a direct link to a particular language version of a multilingual template. Support chat is also available inside the editor, so questions can be resolved without leaving the message being built.

For In-App messages, custom fonts can be added and managed through the editor rather than through HTML. Personalization for messages opened from mobile push notifications also became more flexible, including fallback values and more consistent handling of contact fields. Teams can therefore preserve brand typography and pass context from one channel to another with less manual adjustment.

App Inbox messages can now be assigned to the website, the mobile app, or both. This helps prevent unnecessary duplication and gives teams a simple way to separate app-specific communication from notices intended for web users.

Widgets became more adaptable as well. Known visitor information can be used to autofill fields from URL parameters, JavaScript variables, local storage, cookies, or the data layer, reducing the amount of information a person has to enter again. Multi-page widgets can also direct visitors to different pages according to their actions, supporting quizzes, surveys, conditional offers, and progressive discount flows without custom workarounds.

Stronger foundations for integrations and data management

Not every important improvement is immediately visible to a marketer. Some of this summer’s work focused on making integrations easier to maintain and data easier to use correctly.

HTTP data sources now support OAuth 2.0 Client Credentials. Reteno can obtain and refresh the access token automatically when connecting to server-to-server systems, including those using Microsoft Entra ID. We also introduced a consistent Velocity format for additional-field variables, reducing mistakes caused by copying a variable between parts of the platform that previously displayed different syntax.

API updates added a simpler way to retrieve the structure of additional contact fields, including their IDs, types, personalization keys, allowed values, and validation requirements. Integrations can also create an email and save it as a reusable template through the API, while email search resources now return the date on which a message was last updated.

We also introduced a workflow task for deleting contacts automatically. This gives teams another way to apply their data-retention and database-cleanup rules without running the process manually.

What these updates add up to

The individual releases cover many parts of Reteno, but they move in the same direction. Campaigns should be quicker to build, journeys should react to customers at the right moment, and teams should be able to understand what happened without digging through several reports or editor screens.

This summer, we brought AI into the workflow canvas, made automation more responsive to real engagement, expanded market-aware personalization, and improved visibility from individual workflow decisions to overall channel health. Alongside those larger changes, we continued removing the smaller interruptions that slow down everyday campaign work.

There is more to come as we continue developing the AI assistant and the wider Reteno platform. For now, explore the June, July, and August product updates in our documentation to see the full release details and setup instructions.