What is meant by a "Trigger" in the Automation context?

"Triggers" are conditions that start automatizations. Triggers allow you to specify exactly how an automation should start running. You can add multiple trigger conditions so that the same automation starts running in several ways.

  • By using triggers to start automations for highly focused contact groups, you can treat your contacts differently depending on how they behave.
  • An automation is triggered when a member falls into a tag or filter. Your automation is triggered when a member falls into your tag/filter. (Those who are already in the tag/filter when you start the automation have already ended up there and thus do not trigger the automation)
  • Example:

If you want to send a winback campaign to people who haven't traded in 90 days, you can link the OrderCompleted tag to the automation. If you day 1 create the automation and set the rule for the first message to expire after 90 days, customers who end up in the tag from Day 1 will receive the message in 90 days. Those who are already in the tag will not receive the automation message.

The alternative is that you instead trigger your automation with a filter that is set up with the rule "has not acted in 90 days" and that the first message in the automation should be sent immediately when a member gets into that filter. If you set up such a filter on Day 1 and start the automation, Members – as Day 1 has acted for 89 days ago – will get the message tomorrow (because that's when they end up in the filter that triggers the automation!). 

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