Creating Smart Trigger Email Campaigns

Smart Trigger emails - as the name suggests - enable you to trigger personalized emails to your users based on their actions. So, you can target users at the right moment and in the right context - when the chances of email open/click/conversions are higher.

You can create a Smart Trigger Email in the following steps:

Getting started

Navigate to Campaigns -> Create Campaign from the sidebar

Click on Create Button in Smart Trigger Email Campaign under Email Campaign tab

Step 1: Segmentation

Name the campaign, define target audience & Trigger condition

Select a name that helps you identify the campaign while managing the campaigns later. Campaign name must have minimum of 5 characters.

Target Audience or the target segment for the campaign can be selected in two ways:

1. All Users: This selection will send the email to all the users with valid email addresses. Click on Show Count to show the count of users with valid email addresses (users who have an Email attribute and email has not been bounced/unsubscribed/complained)  .


2. Create a new segment: Alternatively, you can create a new user segment on-the-fly based on user attributes - such as Name, Location etc.

Trigger Condition

Select user/derived event in the "IF" condition and enter the event attributes, if required. You can enter more than one event attributes as well. Next, you can enter multiple secondary conditions in "AND" filter and finally a time delay in which secondary conditions are checked after "IF" trigger is hit. For ex.

IF user does Added to Cart

AND has not executed Purchase (you can enter multiple executed/has not executed events here)

THEN Trigger the email with-in 45 minutes after "IF" action (Added to Cart here)

Step 2: Compose Email

Select an email template and compose email message

You can choose among Basic (Custom Design, Paste HTML, ZIP upload), contextual templates (based on email use-cases) or Design Layout based templates. Additionally, you have an option to select previously saved templates under Saved Templates from drop-down after you have saved your created templates.

Once you select a template, on the next screen you can enter email credentials and edit the content as follows:

Here, you can personalize the Email Subject and Email Content (including any URLs). Type "@" and select among the list of user attributes or "IF" Trigger event attributes (at the bottom of list). You will also need to select a fallback mechanism which applies when personalization attribute is missing for a user. Read more about personalizing emails here.

You have to enter Sender Name and select a "From" email address from the drop-down. If you do not see any email addresses in the drop-down, its likely that you have not added/verified "from" email addresses in email settings.

There are additional options to

  • Personalize URLs & images
  • Run Spam Test
  • See Email Tips
  • Preview the email for laptop/mobile
  • Save the template being created
  • Additionally, you can change the email template by clicking on "Change Template" button

Do not forget to insert an unsubscribe link in your email template. Read more about unsubscribe tracking mechanism here.

After composing the email, click Next button to move to "Scheduling & Goals" tab

Step 3: Scheduling & Goals

Select Sending Frequency and Conversion goal for the campaign 

Smart Triggers are always running unless they are paused. However, you have to select a Sending Frequency - by defining a minimum delay between multiple emails sent to the same user (for ex. if a user does "Add to Cart" twice in 2 hours, you can set a time delay of 24 hours to not send the same email to this user within hours) 

In case you have activated Do Not Disturb (DND) for emailsyou have an option to ignore DND Settings for some important emails you wish to be sent out on an immediate basis.

Next, you need to setup the campaign conversion goal to understand the conversion activity occurring from running the campaign. Through this, you can tie the success of the campaign to conversion activities such as Item Purchased. You can also associate an attribute such as "Revenue" with the conversion goal 


(Optional) Running Test Campaigns - Test campaigns enable previewing the campaign to make sure the emails appear exactly the way it was meant to. Just enter the email addresses (comma separated) you wish to check the email preview on. In this case, no personalization will happen - it is primarily used to check how your email actually appears.

Your campaign is now ready to be sent. Click on Create button, confirm in the dialog box and your campaign is created. Upon successful campaign creation, you will be taken to the campaign info page where you can view the campaign performance stats such as sent, opens, clicks, conversions, unsubscribes, bounces etc. as mentioned in this article

Next, you can understand how to manage (view, edit and duplicate) campaigns.


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