Customer.io supports four different types of campaigns: Segment Triggered, Event Triggered, API Triggered, and Newsletters.
Segment triggered campaigns are triggered the first time a user matches a specific segment or combination of segments. You can set up a series of messages to send, define the timing of the send, and track which users convert after sending.
Use segment triggered campaigns if… you want users to receive a message series the first time someone matches a set of conditions. Great for things like onboarding emails and tutorials, and re-engaging inactive users.
Event triggered campaigns are similar to segment triggered campaigns, but they’re triggered when a user performs a specific event. If you want to send a transactional email or message, you would use an event triggered campaign.
Use event triggered campaigns if… you want to respond to or act on a specific action a user took within your system. These are great for receipts or confirmations— messages (or series of messages) that users can receive multiple times.
This campaign type is set up to be triggered via an API call, though you can send it manually as well. You can set up a single message (or multiple message types with action conditions), and set it up to send one big message out to many users, such as a breaking news alert.
Use API triggered broadcasts if… you want to regularly trigger a specific message to many people and take advantage of Customer.io’s different message types. A little more technical, but great for sending things like breaking news alerts in multi-message formats (some email, some SMS), or a push notification alerting people to take action by a certain date.
Newsletters in Customer.io are a one-time send of a single-message, but with a twist. You can import a CSV of existing customers to send to, but you can also build a dynamic segment of your users and send your email to them.
Use newsletters if… you want to send a single email to a particular subset of customers, something like a special feature announcement for your power users, or a simple Terms of Service update!