Types of Email Campaigns


One-time campaigns allow you to send messages to your audience once—either immediately or at a scheduled time. These are generic batch and blast campaigns.

For example, when there are changes in the regulations or guidelines or the terms of services, the brand can send a one-time communication (blast) to its users.


Periodic campaigns allow you to send messages to your audience on a recurring basis at a defined frequency. You can schedule daily/weekly/monthly periodic campaigns. Use correct exclusions and templates to ensure the same campaign is not sent multiple times to the same user.

For example, any communication sent to a customer that is both transactional and regular/periodic in nature such as monthly bills, monthly account statements.


Event-triggered campaigns allow you to send messages to your audience that are triggered based on different user actions/events tracked on the app or server. These campaigns enable you to trigger personalized emails to your users based on their actions. You can target users at the right moment and in the right context.

For example, when someone purchases an item, a transaction occurs. This 'event' can be configured to trigger a campaign to send an email pertaining to this transaction.

The following are some use cases you can achieve with event-triggered email campaigns:

  • Order confirmation email after a purchase
  • Email to re-engage Funnel drop-offs (cart drop-offs, subscription drop-offs, payment drop-offs, and so on)

Business Event-Triggered

Business event-triggered campaigns allow you to send messages that are triggered based on any defined business event. These campaigns are triggered campaigns or one-time campaigns. You can select the business event to be mapped to the campaign. Once the business event is selected, the event attributes associated with the business event are available in the segmentation filters.

Business Events allow marketers to create events that are based on business actions rather than user actions and run campaigns when these events occur. 

For examples, a Back in Stock campaign is based on when the brand has refilled its stock of a commodity and wishes to communicate the same to its customers. Thus, the event or action here happens at the brand's end, and Business Events help businesses create such events in MoEngage.


MoEngage Flows is a powerful cross-platform omnichannel marketing tool that helps marketers provide a comprehensive customer experience across multiple channels and drive customer engagement.

A Flow is a tool that helps you create multi-channel user journeys and track all users’ actions across multiple platforms. As part of a Flow, you can use the email channel (in conjunction with other channels) to engage users. 

For example, an e-commerce website users have added products to their cart but have not purchased them yet. A marketer wishes to engage with customers who have viewed their cart at least once and nudge them to purchase the products in their carts.

The following is the marketer’s plan of action:

  1. Wait for 24 hours and then send a push notification (EngageCartAbandonedUsers) to the users in this target segment.
  2. In case the users have received the Push notification, check for the users who have viewed the notification and clicked it.
  3. For the user segment that has clicked on the notification, evaluate whether they have made a purchase. If they have not, send them an SMS with a 20% discount coupon code. For the user segment that has ignored the notification, send another push notification (RetryPush20%Off) and offer a 20% discount.
  4. Wait for 36 hours and send an email to the customers who have received the SMS but have not made a purchase.
  5. Wait for 10 days and end the campaigns.

Like this, you can schedule various communications (Emails and/or others) in Flows. For more information, refer to Flows.


MoEngage Inform facilitates a unified messaging infrastructure across multiple channels using a single API to build and manage transactional alerts.

You can use the email channel to send transactional alerts. For more information, refer to Overview - Inform.

The following are examples of transactional alerts that marketers can send through emails:

  • Order/Booking/Purchase confirmations and pertinent updates
  • Shipping/Delivery confirmations and applicable updates
  • Password resets
  • One-time password (OTP)



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