Create Event Triggered Email Campaign

Event-Triggered email campaigns 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.

Use cases 

  • Order confirmation email after a purchase
  • Re-engaging Funnel drop-offs ( Cart Drop-Offs, Subscription drop-offs, Payment Drop Offs, and so on)


Navigate to Campaigns->Create Campaign->Email Campaign on the dashboard and click on Event Triggered Email Campaign


Example: You want to set an Event Trigger to target users, who have not Purchased in the past 30 days, as soon as they abandon their cart and do not complete the purchase within the next 45 mins i.e. IF user has executed event Added to Cart AND has not executed event Purchase. 

The trigger for the campaign can be set in the following steps:

Step 1: Target users

Event-Triggered campaigns allow segmentation based on User attributes or User behavior. 


Note: Segments are refreshed at regular intervals. Hence a user may take up to 45 to 60 mins to be correctly evaluated under segment conditions.

Set the Trigger Criteria

Select the user/derived event in the "IF" condition and enter the event attributes. You can enter additional event attributes as well.


Campaign with Only IF Condition

We have enhanced the Event Trigger email sending to allow marketers to execute time-sensitive messages. Campaigns with only If Conditions can be sent immediately. Marketers can send the message based on a single trigger event within sixty seconds now.

For example,

  1. Send a confirmation email as soon as a purchase is done.
  2. Target the users with Cross Sell promotions as soon as the purchase is done.


Campaign with IF Condition and Secondary AND Condition

For example, you can send a message if the cart is abandoned and the purchase has not happened within a specific period of time.

IF user does Added to Cart AND has not executed Purchase within 45 minutes from Added to Cart THEN Trigger the message


Send Triggers on the Basis of Trigger Event Property

With event triggers, you can also trigger the message with respect to the event attribute values of your IF event. Say you want to remind your users who have booked a flight, 2 hours before the flight time. You will then create your trigger on Booked event using the event property Flight Time.


Step 2: Content

Create the email message as described in the general campaign. Read more about general email campaigns in this article.

(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.


Step 3: Scheduling & Goals

Event Triggers are always running unless they are paused. You can 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 24 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 set up 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 


Your campaign is now ready to be sent. Click on Publish 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, and so on as mentioned in this article

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


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