How To Set Up An Event Triggered Campaign

How To Set Up An Event Triggered Campaign

Getting started

To create a new event triggered campaign, click Triggered in the left-hand menu, and press the Create Campaign button:

Campaign Setup - Create a Triggered Campaign

Then, choose the Event Triggered Campaign option. Once you do that, you'll go through a four-step process to get that campaign set up.

Before you start: There are some important things to consider about event attributes in event triggered campaigns. They can be used in action content, to refine recipients, and override email headers. Read more here.

Step 1: Choose the triggers and filters


From the dropdown, choose the event that you want to use to as a campaign trigger. The preview will show any recent occurrences.

Event Triggered Campaign - Triggers and Filters

If you've never sent the event to your account before, type the event name manually (the event name is case-sensitive).

Event data filter

Event Triggered Campaign - Triggers and Filters - Event attribute filter

If you have a particular event attribute you want to use as a filter (e.g., if you only want to target users who bought a specific product), click and add your attribute filter either by clicking on "Add as filter" next to the desired attribute in the event preview, or by adding it manually.

Need to match more than one event attribute value? Set the event attribute to match: "attribute contains/ does not contain value1|value2, like so:

Event Triggered Campaign - Triggers and Filters - Event attribute filter

Segment filter

If users need to be in a particular segment in order to receive your event triggered emails, add that segment as a filter.

When a triggering event is sent to us but it doesn't trigger the event-triggered campaign, it will retry for approximately 30 minutes, giving the user a chance to match the filter criteria and enter the campaign within that time. This buffer allows for a very common situation where, due to internet latency or other such delays, we get the event before we get other qualifying data.

In order for users to match your event campaign, they need to match both the event attribute filter and the segment filter(s) within a maximum of 30 minutes after the event took place.


Concerned about how many messages users might get from an event triggered campaign? By default, a user enters an event triggered campaign each time receives that event. But you also have the option to have them enter:

  1. Only the first time the event is received
  2. Only once within a certain time period

You can do this in the Frequency section, just under the Trigger:

Setting Frequency of Event Triggered Campaign

Step 2a: Add actions to your workflow

To get started, click the Add workflow item… button:

Campaign Setup - Step 2: Workflow

In the resulting modal, you've got lots to choose from:

Campaign Setup - Step 2B: Workflow

From here, select a workflow item, such as email, Slack Message, Twilio SMS message, Push Notification, or Urban Airship Push, if you've connected those services to You can also add webhooks (for ultimate control), delays or time windows. We've got a quick rundown of each below:

Add an email

When you choose to add an email, it will be added to your workflow. Give it a name and press "Save Email" to confirm your choice. (If you change your mind and you no longer want to add an email action or if you pressed the button by mistake, you can always cancel or delete it.)

Workflow - Email Options

Each email comes with a variety of options:

  • Email behavior - Choose between "Queue Draft”, "Send Automatically” and "Don’t Send”. Any email set on "Don’t send” will be skipped. "Queue Draft" is the default; this means that the email draft will be generated, but not sent until you approve it.
  • Add Content - Go into the composer, where you can create and personalize your message.
  • Add A/B test - Split the email into two different versions to see which one performs better
  • Delete Email - Remove the email from the workflow. Be careful! Once deleted, an email cannot be recovered.
  • Close - Returns you to the Workflow view, so that you can add additional actions or modify existing ones.

Changing the default sending behavior:

The default behaviour of event triggered emails is "Tracking enabled and send even if unsubscribed". To change this, click Edit, choose the options best suited for you and press "Update”:

Workflow - Sending behavior

These settings are on a per-email basis, so if you want to make sure no future emails added to an event triggered campaign get sent to unsubscribed users, it might be easier to add a filter segment with the rule "unsubscribed is not equal to true".

Add a webhook action

A webhook action allows you to connect to just about any public API. You can then combine it with the data in and use it to update a CRM, send a postcard, trigger an NPS survey—the sky is the limit!

We have detailed documentation on webhook actions if you'd like to add one of these. Push Notifications

This action allows you to send push notifications directly from We have guidance on how to add and compose them:

Slack Messages, Twilio SMS, or Urban Airship Push

Similar to webhook actions, these options allow you to quickly connect to Slack, Twilio, or Urban Airship. Before you can add them from your workflow, you'll need to enable them for each workspace. Once enabled, just select one from the actions dropdown to add it. If you need more details, we have in-depth guides for each:

Step 2b: Add delays and time windows to your workflow

Add a delay

If you want people to wait a certain amount of minutes/hours/days before they receive a message, add a delay in front of it.

Workflow - Delay

Every delay is calculated from the moment the user moved out of the previous action. For example, if you want an email to be sent 3 days after the user matches the campaign conditions, and a Twilio SMS 7 days after the match time, the workflow might look like this:

  • Delay: 3 days
  • First email
  • Delay: 4 days
  • SMS

Workflow - Delay Example

If there's no delay or time window before a message, it's sent immediately.

Add a time window

If you'd like to customize when people get messages during the week or day (for example, only on weekdays), add a time window before that message. It will only be sent when that window is open.

You can select specific days, specific times, and time zones. Once you’re done, click "Save window” and your preferences will be saved.

Workflow - Time Window

You can combine delays and time windows in the desired order (first a delay or first a time window). This order doesn't affect how users receive messages, so choose what makes most sense to you.

Moving actions

After you add your first element to the workflow, you have the option to choose exactly where to add any further actions by clicking the desired "ADD [ELEMENT] HERE" area.

Workflow - Add email here

Move elements from one position to another by pressing the "Move" button and choosing a new workflow area.

Workflow - Email Options

Once your campaign is active, users will flow through the campaign from top to bottom and you’ll be able to see exactly how many users are waiting in a particular delay or time window. (Note: You can't currently see the exact users behind the workflow numbers.)

Curious about what happens when the trigger or email order are modified? We have answers.

Step 3: Select a conversion goal

After setting up your actions, delays, and time windows, think about adding a conversion for your campaign:

Goal page

Conversion tracking allows you to track the success of your email, so you'll want to choose a segment that is relevant for your email (a user using a feature, a user signing up for a paid plan, a user no longer being inactive, etc.). If a user enters/exits that segment after being sent the email, they'll be tracked as a conversion.

Learn more about conversions

Step 4: Review and start your campaign

Review is the final step of the campaign creation process. It offers you a last overview of campaign setup, to make sure you haven't forgotten anything!

The "Needs fixing" label is applied to anything that is preventing you from starting your campaign:

Review page - Goal needs fixing


If everything looks right, you can choose your campaign matches and click Start Campaigns!

Start campaign



Your campaign has been started. You can now click Show Campaign Overview.

Campaign started


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