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Triggered campaigns overview
Triggered campaigns overview

Generate leads and increase conversions with triggered campaigns for birthdays, preferences, seasons, and more.

Gareth Burroughes avatar
Written by Gareth Burroughes
Updated over a week ago

You can automate your emails and SMS messages, which means your marketing is working even when you're not, turning your lead and conversion generation into an automated production line. Triggered campaigns can be used for a variety of reasons - from customers' birthdays to their buying patterns and expressed preferences, from seasons and holiday dates to life cycle milestones.

Before you start

  • You must set up triggered or automated campaigns in your account if you want to use the program builder. This allows you to develop detailed automated programs.
    Learn more in An introduction to the program builder.


Triggered email campaigns and all of your automation requirements can be found under the Automation section of the platform.

Under this section, you can access the following:

  • Programs

  • Triggered emails - this lists all of your email campaigns that have been set up for use in automation

  • Triggered SMS - this lists all of your SMS campaigns that have been set up for use in automation

Types of triggered campaigns and automation tools

There are several ways to use triggered campaigns and automation tools within the system:

  • Program builder: create detailed automations using the program builder.

  • List triggers: every time someone joins or unsubscribes from one of your lists, you can set a particular campaign to be sent to them automatically.

  • Date triggers: you can create one trigger or a series of triggers based on date fields within your lists. For example, if you hold the date of birth for your contacts, you could send a campaign automatically wishing them a happy birthday using the program builder.

  • Default auto responder: you can trigger a default response if a recipient replies to any one of your email or SMS campaigns, perhaps letting them know that they've replied to an unmonitored email address or a number and providing alternative contact details.

  • Specific auto responders for specific campaigns or SMS trigger words: trigger a specific auto-response for a particular email campaign or to a particular word or phrase in an inbound SMS message.

  • Verified double opt-in confirmation: you can set up a triggered email to confirm your contacts really do want to receive your email.

  • Resubscribe confirmation: when a contact chooses to resubscribe after having previously unsubscribed, a triggered email is sent to them to ask them to confirm their resubscription.

The first step in using any of the above triggers, however, is to make sure that the campaign sent as a result of the trigger is created as a triggered campaign.

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