Making changes to campaigns and broadcasts

Each campaign and broadcast type in Customer.io behaves a little bit differently, so changes will have a different effect on the messages they contain. What kind of change you make is also significant— whether it’s a trigger, filter, delay action, or message. We’ll describe all of those in detail below, for each campaign type as appropriate.

 Changes to Live Campaigns

If you are making changes to the campaign’s configuration after it is already active (or to any of the underlying segments being used by the campaign), most changes are forward-looking only. This means that most changes will not look backward at old matches for the new conditions. The new conditions will only apply to people who match the new conditions after the changes are saved.

Changing triggers and/or filters…


…in event-triggered campaigns


If you change which event is used as the trigger:

  • People already moving through the campaign’s workflow based on the original event will continue their journey.
  • Future events will trigger the campaign based on the campaign’s new trigger event.

If you change the trigger’s event data filter(s):

  • People already moving through the campaign’s workflow based on the original event data filter will continue their journey.
  • Future events will trigger the campaign based on the trigger’s new event data filter.

If you change which segments are used as filter(s):

  • People that are waiting in a delay or time window will be re-evaluated once they reach the next message to be sent in the workflow. Anyone who doesn’t match the campaign’s new filter conditions will exit the campaign, while people who do match the campaign’s new filter conditions simply continue the campaign.
  • Future event performers will be filtered based on the campaign’s new filter conditions.

 Important note:

Inside event-triggered campaigns, there’s a 30-minute window after the event takes place for people to match both event filters and segment filters, regardless of any delay that you might add to the campaign. This means that if someone doesn’t initially match a filter, there are still 30 minutes for retries

 Also important:

The 30 minute retry only applies to the initial match. If someone fails to match the segment filter for later on when we’re continuing the campaign after a delay, they will be kicked out immediately.

If you change the underlying configuration of the campaign’s filter segment(s):

  • When you update the underlying configuration of a segment that is used as a filter on active triggered campaign(s), we do not currently notify your campaign(s) of these changes. This means that no one will be re-evaluated to see if they should join or exit the campaign based solely on the updated segment conditions. If you need people who match your new conditions to enter the campaign, please reach out to support with a link to the campaign so that we can force those people to enter your campaign.

…in condition-triggered campaigns


If you change which conditions are used as trigger(s):

  • People that are waiting in a delay or time window will be re-evaluated before moving to the next action, delay, or time window. For example, if people are waiting in a delay when you’re changing the campaign’s trigger conditions and the delay is followed by a time window, people are re-evaluated when they enter the time window. At this point, anyone who doesn’t match the campaign’s new trigger conditions will exit the campaign (unless overridden by the campaign’s Exit Conditions). People who still match the campaign’s new trigger conditions will simply continue the campaign.
  • People who already meet your new trigger conditions will NOT enter the campaign automatically. This is because we do not backfill people into a campaign based on trigger changes. Once active, campaigns are forward-looking. This means your changes will only affect people who match the new conditions AFTER the changes are saved. If you need people who already match your new conditions to enter the campaign, please reach out to support with a link to the campaign so that we can force those people to enter your campaign.
  • Future matches will trigger the campaign based on the campaign’s new trigger conditions.

 Important note:

By default, people are only allowed to enter segment triggered campaigns once, so even if someone who already passed through the campaign matches the campaign’s new trigger conditions, they won’t enter the campaign again.

If you change which segments are used as filter(s):

  • People that are waiting in a delay or time window will be re-evaluated once they reach the next message to be sent in the workflow. Anyone who doesn’t match the campaign’s new filter conditions will exit the campaign (unless overridden by the campaign’s Exit Conditions), while people who do match the campaign’s new filter conditions simply continue the campaign.
  • Future segment matches will be filtered based on the campaign’s new filter conditions.

If you change the underlying configuration of the campaign’s trigger or filter segment(s):

  • When you update the underlying configuration of a segment that is used as a trigger or filter on active triggered campaign(s), we do not currently notify your campaign(s) of these changes. This means that no one will be re-evaluated to see if they should join or exit the campaign based solely on the updated segment conditions. If you need people who match your new conditions to enter the campaign, please reach out to support with a link to the campaign so that we can force those people to enter your campaign.

…in date-triggered campaigns


If you change which conditions are used as trigger(s):

  • People that are waiting in a delay or time window will be re-evaluated before moving to the next action, delay, or time window. For example, if people are waiting in a delay when you’re changing the campaign’s trigger conditions and the delay is followed by a time window, people are re-evaluated when they enter the time window. At this point, anyone who doesn’t match the campaign’s new trigger conditions will exit the campaign. People who still match the campaign’s new trigger conditions will simply continue the campaign.
  • All current People will be evaluated once the changes are saved. People will enter the campaign as soon as they match the date conditions.
  • Future matches will trigger the campaign based on the campaign’s new trigger conditions.

If you change which segments are used as filter(s):

  • People that are waiting in a delay or time window will be re-evaluated once they reach the next message to be sent in the workflow. Anyone who doesn’t match the campaign’s new filter conditions will exit the campaign, while people who do match the campaign’s new filter conditions simply continue the campaign.
  • Future segment matches will be filtered based on the campaign’s new filter conditions.

If you change the underlying configuration of the campaign’s filter segment(s):

  • When you update the underlying configuration of a segment that is used as a filter on active triggered campaign(s), we do not currently notify your campaign(s) of these changes. This means that no one will be re-evaluated to see if they should join or exit the campaign based solely on the updated segment conditions. If you need people who match your new conditions to enter the campaign, please reach out to support with a link to the campaign so that we can force those people to enter your campaign.

…in API Triggered Broadcasts


API Triggered Broadcasts work a little bit differently in that your recipients don’t have to be defined at the outset. When you trigger your broadcast via the API, you can specify recipients in that call. That API call will override anything you’ve set in the ‘Recipients’ section.

Also, API Triggered Broadcasts send messages multiple times, similar to event triggered campaigns. This is true even if a customer enters and leaves your recipient segment(s). You have more fine-grained control here when it comes to overriding recipients.

If you change the recipient segment(s) in the UI:

If you change these in the Recipients tab of your campaign overview, that change will go into effect the next time you trigger the broadcast.

If you use a different recipient segment(s) in your API call:

If you trigger the send via API and specify your recipient segment(s) there, whatever segment ID you use in that API call will take precedence; it doesn’t matter what you’ve set in the Recipients tab in the app. So if, in the app, your broadcast is set to send to people in Segment A, but your API call specifies Segment B, then the broadcast will be sent to Segment B, not both!

If you make changes while a broadcast is in the sending queue:

An API triggered broadcast is “in the sending queue” if you’ve triggered it to send, either manually or via the API, and we’re generating deliveries for it— essentially, the broadcast is in the process of being sent to all of its recipients. Any changes you make to messages during that time will take effect immediately! We recommend that you don’t do this, because it might mean that you send different messages to different people.

You can tell whether or not a send is in progress by checking out your Task History in the top navigation bar:

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Changing the frequency setting


From “Every re-match” to…

  • Changing from “Every re-match” to “At fixed intervals” AFTER a person has entered and left. - Expect the person to NOT re-enter automatically unless they somehow unmatch and rematch the trigger on their own. If you need existing matches to start re-entering, contact support to have people force-matched to use the new frequency.
  • Changing from “Every re-match” to “At fixed intervals” AFTER a person has entered but has not left yet. - Expect the person to re-enter the campaign according to the settings after the current journey finishes.
  • Changing from “Every re-match” to “No (re-entry)” AFTER a person has entered and left. - Expect the person to not be able to re-enter even after dropping out and entering the segment.
  • Changing from “Every re-match” to “No (re-entry)” AFTER a person has entered but has not left yet. - Expect the person to flow through the campaign as normal once.

From “At fixed intervals” to…

  • Changing from “At fixed intervals” to “Every re-match” AFTER a person has entered and left. - Expect the person to be able to re-enter after dropping out and entering the segment and respecting the interval.
  • Changing from “At fixed intervals” to “Every re-match” AFTER a person has entered but has not left yet. - Expect the person to be able to re-enter after dropping out and entering the segment and respecting the interval.
  • Changing from “At fixed intervals” to “No (re-entry)” AFTER a person has entered and left. - Expect the person to not enter the campaign again.
  • Changing from “At fixed intervals” to “No (re-entry)” AFTER a person has entered but has not left yet. - Expect the person to flow through the campaign as normal once.

From “No (re-entry)” to…

  • Changing from “No (re-entry)” to “Every re-match” AFTER a person has entered and left. - Expect the person to be able to re-enter after dropping out and entering the segment and respecting the interval.
  • Changing from “No (re-entry)” to “Every re-match” AFTER a person has entered but has not left yet. - Expect the person to finish the journey and to be able to re-enter after dropping out and entering the segment and respecting the interval.
  • Changing from “No (re-entry)” to “At fixed intervals” AFTER a person has entered and left. - Expect the person to NOT re-enter automatically unless they somehow unmatch and rematch the trigger on their own. If you need existing matches to start re-entering, contact support to have people force-matched to use the new frequency.
  • Changing from “No (re-entry)” to “At fixed intervals” AFTER a person has entered but has not left yet. - Expect the person to re-enter the campaign according to the settings after the current journey finishes.

Changing or deleting delays


If you shorten a delay (for example, from 7 days to 5 days):

  • All people waiting in that particular delay are re-evaluated. You will see a processing circle while this is happening.
  • People who have already waited for more than the new delay (in our case, more than 5 days) will immediately move to the next action.
  • Everyone else continues waiting in the delay for the required period.

If you lengthen a delay (for example from 5 days to 7 days):

  • People all wait based on the new delay (7 days instead of 5). The only visual feedback is the new delay being saved; there is no re-evaluation done.

If you delete a delay:

  • People automatically move to the next action in the workflow.
  • If the next item is a delay or a time window, they wait the required number of minutes/hours/days or until the time window is open.
  • If the next item is a message or other item (attribute update, webhook) it is triggered immediately.

Changing or deleting time windows


If you limit or extend a time window:

  • People adapt to the new time window.
  • If the time window wasn’t open before the change, but it is now, everyone previously waiting will move to the next action in the workflow.

As an example, let’s say it is currently Monday at 09:30. There is a time window currently set to allow sending on Tuesday and Thursday from 09:00 to 12:00, and we alter it to allow sending on Monday from 09:00 to 12:00 also. People currently waiting in the delay will immediately proceed to the next action in the workflow. If, instead, we were to alter it to allow sending on Monday from 10:00 to 12:00, all people waiting in the time window would be scheduled to move to the next action in the workflow at 10:00 (i.e. in 30 minutes), instead of waiting until Tuesday at 09:00.

If you delete a time window:

  • All the people waiting for the next available slot in the time window will immediately move to the next action in the workflow.

Changing, deleting or re-ordering messages

People continue on a linear journey through the campaign.

 Find your messages using the Message Library

Go to Content > Message Library to search for specific messages without to sift through campaigns and broadcasts.

If you add a new message or move an existing one to a different position in the workflow:

  • It will be received by all the people who didn’t yet reach that particular message (even those who are waiting in a delay or time window right before it).
  • If the person already received that particular message because it initially placed earlier in the workflow, they will skip ahead to the next action.

If you delete a message:

  • People waiting in any delay/time window before that message will move to the next action following the deleted message (if one exists).

Changing workflow item behavior


“Send Automatically” sends the message or other item as soon as they match the delays/time windows you set.

If you change an item/message to “Don’t Send”:

  • People skip it and move to the next action in the workflow, if there is one

If you change an item/message to “Queue Draft”:

  • Messages and other workflow items (attribute updates, webhooks) are created under “Drafts.” You’ll have to send them manually by clicking “Send All” or choosing particular ones and pressing the “Send” button next to each of them.
  • People move to the next action in the workflow even if the drafts aren’t sent.

Changing sending behavior


If you change email tracking from “Enable Tracking” to “No tracking”:

  • Links will no longer be wrapped in tracking links. Opens or clicks will not be recorded for that particular email.

If you change “Don’t send to unsubscribed” to “Send even if unsubscribed”:

By default, we don’t send to unsubscribed users. You can, however, change this behaviour. If you do:

  • Unsubscribed people will start receiving your particular email.
  • If you have the first email in a campaign set to “Don’t send to unsubscribed”, but the second email has “Send even if unsubscribed”, those who have unsubscribed will skip the first email and receive the second one and any others that are meant for unsubscribed people.

Changing message/action content


  • If you edit the content of a message, any existing drafts will update to reflect your changes, but the ones that were already sent won’t be affected.
  • People who received the message previously won’t receive an updated version, even if it changed position in the workflow.

Changing the Conversion Goal


We do not retroactively count conversions. Our conversion numbers will only include people who convert after you add or update the conversion goal. They do not include people who previously met that goal. Updating a conversion goal will not update your conversion metrics for messages that were previously marked as converted.

For the purposes of exit conditions, we will only consider conversion segment entries/exits that happen AFTER the conversion segment is associated with a campaign. People who enter or exit the conversion segment before it is associated with a campaign will not be forced to exit.

Moving a message in the Workflow


  • People who received the message previously won’t receive it again, even if the content is different now.

Moving a delay in the Workflow


  • People who previously received any message following the delay’s new location in the Workflow won’t receive it again, even if the content is different now.
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