# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Follow email sends with ads to non-clickers and suppress clickers.
The #roadway-skill block on this page holds a SKILL.md for it, including the full prompt. Treat that file as a starting point. It will not just work if you paste it into ChatGPT or Claude.
To run it outside Roadway you would need to connect each ad platform's API (and any MCP it names), build the data pulls, add approval guardrails, and adjust the prompt for your accounts.
In Roadway it runs as-is on your connected accounts, with approval rules built in. Open it in a new chat at https://www.roadwayai.com/workflows/follow-email-sends-with-ads-to-non-openers-and-suppress-clickers
Page: https://www.roadwayai.com/workflows/follow-email-sends-with-ads-to-non-openers-and-suppress-clickers
Library index: https://www.roadwayai.com/automation-library
---
name: follow-email-sends-with-ads-to-non-openers-and-suppress-clickers
description: >-
Reads your email send calendar, then retargets people in each send segment who did not click within 48 hours and suppresses ads to people who already clicked. Needs your email platform or CRM to sync audiences to the ad platforms.
---
# Follow email sends with ads to non-clickers and suppress clickers
Source: https://www.roadwayai.com/workflows/follow-email-sends-with-ads-to-non-openers-and-suppress-clickers
From the Workflow Automation Library by Roadway.
## Before you use this outside Roadway
This SKILL.md is a starting point. It needs adjusting before it will work outside Roadway.
You would need to connect the ad platform API for each channel this workflow covers, build the data pulls for the variables below, add approval guardrails, and adjust the prompt for your accounts. If the prompt names an MCP tool, you also need that MCP connected.
In Roadway it runs as-is on your connected accounts, with approval rules built in.
## What it does
Reads your email send calendar, then retargets people in each send segment who did not click within 48 hours and suppresses ads to people who already clicked. Needs your email platform or CRM to sync audiences to the ad platforms.
When a promo or launch email goes out, it will reach the people in that segment who did not click with ads, and skip the ones who clicked. It works from clicks and segments, not opens, because email opens are no longer reliable. It checks for this trigger every time it runs. Nothing changes in your ad account until you approve it, unless you turn on auto-approve.
## Steps
1. Collect the inputs listed under Variables. In Roadway they come from your connected accounts. Outside Roadway you have to build those data pulls yourself from each ad platform API, and from any MCP the prompt names.
2. Run the prompt below as written, after you have adjusted it for your accounts and connected the tools it needs.
3. Review the result. Apply changes to a live ad account only after you approve them. Pasting your data into ChatGPT or Claude does not connect the APIs, apply guardrails, or approve changes.
## Variables
auto_approve, customer_audiences, email_sends, frequency_cap_target, funnel_metrics, goal_metric, max_change_pct, monthly_budget_cap, task_history
## Prompt
Follow email sends with ads to non-clickers and suppress clickers
Read [set this to your own email sends] and the audiences from the email platform synced to the ad platforms ([set this to your own customer audiences]), and decide for each send:
1. Retarget non-clickers
2. Suppress clickers
3. Skip send
4. Hold
Context and defaults (use these; don't ask):
- The email and lifecycle send calendar (campaign, segment, send time): [set this to your own email sends]. If it isn't available, say so and skip the rules that depend on it.
- Customer and open-opportunity audiences already on each platform (synced by the CRM or CDP's native ad-audience sync), applied as exclusions or seeds: [set this to your own customer audiences]. If it isn't available, say so and skip the rules that depend on it.
- The frequency cap: [set this to your own frequency cap target]. If not set, 3 per week for B2B and 5 per week for B2C.
- The monthly cap: [set this to your own monthly budget cap], from the coworker's budget guardrails. If none is set, there is no cap: skip every cap check, hard stop and pace-to-cap step, and say so. Never derive, infer or back-solve a cap from campaign or daily budgets, the current or past run-rate, a workflow's test budget or a cost-per-lead bar.
- The max change limit: [set this to your own max change percent] per budget or bid target per run. If not set, 20%. It does not apply to experiment traffic splits.
- Auto-approve: [set this to your own auto approve]. If not set, it's off: list every change as a proposal for approval.
Rules:
- Work from clicks and segments, never opens: email opens are unreliable because many mail apps load emails automatically. Use only audiences synced by the customer's email or CRM tool. If no sync is connected, say so and stop. Roadway never receives or uploads contact lists.
- Retarget non-clickers 24-48 hours after the send, for the length of the offer, with the same offer and creative shown differently from the email.
- Suppress clickers and purchasers from the ad audience as soon as the sync updates, so they do not see an offer they already accepted.
- Skip a send when the audience is too small for the platform to match. Cap frequency at [set this to your own frequency cap target].
- Compare the conversion rate of the ad-exposed group with the non-exposed group and report incremental revenue.
- Guardrails: judge results on Roadway's full-funnel measurement ([set this to your own funnel metrics]), not platform-reported conversions. Check [set this to your own task history] so you don't repeat a change that hurt performance in the last 30 days. Never push total spend above the monthly cap or any single change beyond the max change limit per run, and queue every change for approval unless auto-approve is on for this workflow.
Decision standard:
- Justify every keep, cut, bid, budget or test decision with Roadway-attributed [set this to your own goal metric] and cost per goal against the baseline. Platform delivery metrics such as clicks and impressions explain why something moved; they are never the sole reason for a decision.
- Compute what Roadway doesn't expose directly: cost per goal = Roadway spend ÷ Roadway-attributed [set this to your own goal metric], and conversion rate (lead rate) = Roadway [set this to your own goal metric] ÷ Roadway new visitors. Don't substitute platform-reported conversions or conversion rates.
- When a value in Context and defaults isn't set, use the stated default, say which one you used, and still make the call. Don't stop to ask.
- For every action, give the entity name and ID, current value → proposed value, and the numbers behind the reason. Write "None" under any empty heading.
- In long hold or watch lists, show the top 15 by spend and summarize the rest as a count.
Give me a report of each with reasoning for each action. Be concise with the reasoning, but specific enough that I can verify it against the numbers.
Report structure:
Email follow-up ads report
Summary:
The sends covered, the audiences used, and incremental conversions.
Retarget non-clickers:
- [email send] - [reason]
Suppress clickers:
- [email send] - [reason]
Skip send:
- [email send] - [reason]
Hold:
- [email send] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/follow-email-sends-with-ads-to-non-openers-and-suppress-clickers
Follow email sends with ads to non-clickers and suppress clickers
Follow email sends with ads to non-clickers and suppress clickers
Reads your email send calendar, then retargets people in each send segment who did not click within 48 hours and suppresses ads to people who already clicked. Needs your email platform or CRM to sync audiences to the ad platforms.
When a promo or launch email goes out, it will reach the people in that segment who did not click with ads, and skip the ones who clicked. It works from clicks and segments, not opens, because email opens are no longer reliable. It checks for this trigger every time it runs. Nothing changes in your ad account until you approve it, unless you turn on auto-approve.
