Create an Event-Triggered Email Campaign

Event-Triggered email 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 so that the chances of email open, click, or conversions are higher.

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)

To create an event-triggered email campaign:

  1. Navigate to the MoEngage Dashboard and select Engage > Campaigns from the left navigation. The All campaigns page is displayed.
  2. At the top right corner, click + Create campaign.
  3. Under Outbound, click Email and select Event Triggered.


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. That is, IF the user has executed the Added to Cart event AND has not executed the Purchase event.

Steps to Create an Event-Triggered Email Campaign

The following are the steps to create an event-triggered Email campaign:

  1. Target Users: Define the target audience for the campaign.
  2. Content: Define the content of the email campaign to be sent.
  3. Schedule and Goals: Define the campaign's delivery schedule and goals.

Step 1: Target Users

This section contains the following:

Campaign Details

The campaign details section contains the following fields:

  • Teams
  • Campaign Name
  • Campaign tags
  • Campaign Content Type
  • Subscription Categories
  • User attribute with email address
    email camp details.png

For more information on campaign details, refer to Create Email Campaign.

Set the Trigger Criteria

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


arrow_drop_down Campaign with Only IF Condition

MoEngage allows marketers to execute time-sensitive messages. Campaigns with only "if" conditions can be sent immediately. They can send the message based on a single trigger event within sixty seconds.

For example,

  • Send a confirmation email as soon as a purchase is done.
  • Target the users with cross-sell promotions as soon as the purchase is done.


arrow_drop_down Campaign with IF Condition and Secondary AND Condition

MoEngage allows marketers to configure event triggers based on multiple conditions. They can define a primary "if" condition and a 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. The condition to event trigger looks as follows:

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


Send Triggers Based on the Trigger Event Property

With event triggers, you can also trigger the message with respect to the event attribute values of the IF event. For example, you want to remind your users who have booked a flight, 2 hours before the flight time. You need to create a trigger on the "flight booked" event using the flight_time event property. You can also add dynamic and linked checks based on an individual user's properties or past actions. For example, with linked triggers, you can verify if a user added a product to the cart but did not purchase it or if they purchased a product from a brand they previously browsed, without manually entering specifics. For more information, refer to Linked Conditions.

Select Audience

Event-triggered campaigns allow segmentation based on user attributes or user behavior. For more information, refer to Create Email Campaign.


Refresh Interval

  • Campaign Segments are evaluated in real-time for user attribute segments. Segments that use user attributes, and events & event attributes within the last 30 days of data are also evaluated in real-time. (Know more)
  • Segments using events and event attribute data beyond 30 days are evaluated frequently for new users to move into your campaign segment list and start seeing the campaign. The frequency of segment evaluation can vary from 30 minutes to 45 mins. The frequency is configurable.

Step 2: Content

Create the email message as described in the general campaign. For more information, refer to Create Email Campaign.

arrow_drop_down Test Campaign (Optional)

Test campaigns enable previewing the campaign to make sure the emails appear exactly the way it was meant to. For more information, refer to to Create Email Campaign.

Step 3: Schedule and Goals

This section contains the following:

Delivery Schedule

Event-Triggered campaign helps to engage the right users (through segmentation) at the right time (through event triggering). The Active continuously option is selected by default under Send campaign and the following fields are available in this section:

  • Campaign time zone: the timezone in which the campaign should be sent.
  • Start date: the date on which the campaign should be sent.
  • Send time: the time at which the campaign should be sent. Select am or pm depending on the time of day at which the campaign should be sent.
  • End date: the date on which the campaign should be stopped.
  • End time: the time at which the campaign should be stopped. Select am or pm depending on the time of day at which the campaign should be stopped.

Event-triggered campaigns are sent only when:

  • The event property or attribute, which is used to create these type of triggers (such as flight_time in previous example), is in a valid date-time format. If the selected attributes do not contain data in any of these formats, the campaigns are not sent to the users.
  • The date or time value from the attribute is greater than the time at which the trigger condition is fulfilled.
  • The date or time value from the attribute is less than 30 Days + the time at which the trigger condition is fulfilled. For example, if your trigger condition is fulfilled at date D, the notification is sent only when the attribute value is less than D+30.
  • The intelligent delay optimization (With Delay) does not work for campaigns sent on relative timing

Conversion Goals

After deciding on the scheduling, you can set the campaign conversion goal to understand the conversion activity tracked 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.

Set Attribution window

You can set an attribution window (a time period or window that is calculated since the user has received the campaign, for which you want to attribute the conversion goals to a specific campaign.) By default, it is set for 36 hours.


Delivery Controls

You can select a sending frequency by defining a minimum delay between multiple emails sent to the same user. For example, 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.


If you have activated Do Not Disturb (DND) for emails, you have an option to ignore DND settings for some important emails you wish to be sent out on an immediate basis.

Frequency Capping

This feature helps control the number of emails sent to a user in a day. For more information, refer to Frequency Capping.

Your campaign is now ready to be sent. Click Publish and confirm in the dialog box. Upon successful campaign creation, the campaign info page is displayed where you can view the campaign performance stats such as sent, delivered, opens, clicks, unsubscribes, complaints, bounces, and so on. For more information, refer to Campaign Analytics Page.

Next Steps

You can understand how to manage (search, export, archive) campaigns.

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