Automated and triggered campaigns - an overview


You can use the platform to automate your emails, which means your email 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.

Furthermore, the setup of triggered campaigns in your account is a requirement if you wish to make use of the program builder, allowing you to develop detailed automated programs.

Triggered 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:

  • the Program builder
  • Triggered campaign content - this lists all of your campaigns that have been set up as triggered campaigns
  • Default auto responder

Types of triggered campaigns and automation tools

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

  • Create detailed automations with the program builder

small_program_on_canvas_el.pngIf your needs are simpler, however, we also offer the following:

  • Address book triggers - every time someone joins or unsubscribes from one of your address books, 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 address books. For example, if you hold the date of birth on 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 email response if a recipient replies to any one of your campaigns, perhaps letting them know that they've replied to an unmonitored email address and providing alternative contact details.
  • Resubscribe confirmation - when using a signup form on your website that was generated using the application, contacts can resubscribe after having previously unsubscribed, and an automated email is sent to them to ask them to confirm their resubscription. Using the signup form will also ensure our resubscribe process is using your branding.

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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    Can I also trigger a campaign directly after someone subscribed via doube optin? Now the progam only allows a specific time for the trigger mail, but not immediately after the click on the verification link. If I use a trigger within the double-optin message, then I only can choose "answer" or "clicks" but that doesn't seem to fit eith the double-optin link.

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    Hi Tino,

    Thanks for your question. I think you'd be best to trigger an address book join action campaign, as this will send the campaign immediately after the double opt-in link is clicked and the contact is added to the address book. 

    And if it was the case that you then wanted to continue with a program, you could enrol your contacts into it based upon them being sent the join action campaign. Hope that makes sense.

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    Hi Neal,

    Thank you for your reply. My double opt in mail is triggered by an address book join action, that's not the problem and the double opt in link mail comes directly after subscribing for the address book. That works correctly. An address book can only have one trigger mail, and this is always the double opt in mail, If I did understand it right.

    But if I try to use a program I only can choose a certain time on a day, but not sending it immediately after the verification of the double opt in mail link.

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    Hi Tino,

    Apologies - I may not have explained myself well enough in my first answer. You are in fact able to follow up the triggered double opt-in link campaign with an address book join action campaign. This will send immediately after the contact clicks on the double opt-in link. The double opt-in link click is the action that adds the contact to the address book, which then immediately serves to trigger the subsequent address book join action campaign.

    By setting it up as outlined above, yes, you'll be able to get around the fact that sending a campaign immediately after a contact has clicked on a double opt-in link isn't possible when using a program.

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    Hi Neal,

    Thank you for your explanation. So, if I understand that right, it is possible to send a second mail after the double optin link mail click, right? But I didn't check how, if not using a program? 


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    Hi Tino,

    Yes, it is possible. You'll need to additionally set up an address book join action campaign, which triggers a campaign when a contact joins a specific address book -

    Therefore the overall process should flow as follows:

    1.  Via the 'double opt-in' function, a contact will click on the double opt-in link for an address book as sent in the triggered double opt-in campaign 

    2. Clicking on this link will add them to the address book, and this in turn is the join action that immediately sends the next triggered campaign to your contact

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    Is it possible to send an email to those that have opened an email, but didn't click on any of the links? I'm thinking this follow up email would go out a couple of days after the original.

    Kind regards


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    Hi Louise,

    Yes, it certainly is possible. For instance, let’s say you sent out ‘My great campaign’ at around 9am tomorrow morning (as a normal, manual send that is outside of a program, by the way). You could then create a very simple program along the following lines:

    1. Use the ‘Start’ node to enrol contacts based on the criteria of opening the ‘My great campaign’ email but not clicking any links within it.

    In terms of enrolment scheduling, set a specific date and time to enrol of two days after the original send. As, in this example, the original send is done at around 9am on 17th April, set the date and time of enrolment to be 9am on 19th April.

    The enrolment rule will read ‘Include contacts that match all the rules in this group: have opened the selected campaign AND have not clicked a link in the selected campaign’.

    For enrolment limits, select ‘Enrol contacts in program only the first time they meet the criteria’.

    1. Add a ‘Campaign’ node next and select the triggered campaign you’d like to follow up with.

    2. Add an ‘End’ node.

    When activated, this program will automatically send the follow up campaign to only those contacts who opened the original campaign but didn’t click any links in it, and it will send it two days after the original was sent.


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    Hi Neal,

    Sorry that I have to ask again because something isn't working with that joint action campaign trigger.

    1. I managed the optin message via Contacts > Advanced Features > Doouble optin (pic 1)
    2. I also had the trigger in the address book (what I identify as your suggested trigger an address book join action campaign) of my subscribers via Contacts > opt in Subscribers > Advanced features > Doouble Optin Mail (pic2)

    After your suggestions I went through my settings and cancelled point 2, but let point 1 as it was. Unfortunately I didn't get the mail with the double opt in link. And by the way, why didn't I received the double opt in mail then twice before? In my contact formular I marked that the double opt in is mandatory.

    That's a bit confusing. Have you any ideas?

    Kind regards,





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    Hi Tino,

    I see that you raised this with our support team and they were able to help you out. Indeed my next recommendation would have been to contact them, as often it's the case that there can be details about your specific setup that I won't always be fully aware of, and these will be what's tripping the process up. Reading through the ticket, it seems this was the case.

    I hope this is resolved for you now. Of course, if you're still experiencing problems, then any reply to your support ticket email will re-open the ticket. 

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    After making a campaign a triggered campaign, is it possible to turn it back to a normal campaign?

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    Hi Rachel,

    The way to do this is to make a copy of the triggered campaign and then change the copied campaign's setting to 'Standard'.

    The steps are as follows:

    1. From Triggered campaign content, tick the triggered campaign you want to copy
    2. Select Copy campaign from the 'More actions' menu; you will be asked to give your copied campaign a name and choose its location within your triggered campaign folders before confirming the copy
    3. Click Edit for the newly copied campaign; when EasyEditor opens, click Create in the top right corner
    4. Click Campaign settings
    5. Set the campaign to** Standard so it can be sent to an address book, and then click **Save or Save & continue

    After doing this, you'll see your copied campaign will have moved from the 'Triggered campaign content' area into your standard 'My campaigns' area, ready to use as a standard campaign.

    And, of course, the original triggered campaign that you copied from will still be in the 'Triggered campaign content' area.

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    Is it possible to trigger campaigns based on data from the address book? For example, if one of my users has done 1 purchase (and that is included on the address book/database), then I can design dotmail to send him/her email X. But if they haven't done any purchase, then would receive email Y.

    Also, can I update my contacts with information coming directly from my website (we use Drupal), instead of Salesforce?

    Thank you,


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    Hi Daniela,

    Yes, this can easily be done using the program builder’s ‘Decision’ node. If you have a contact data field that records the fact that a customer has made a purchase or not, then the ‘Decision’ node can make use of this information to send a contact down different paths in the program, meaning they can be sent different campaigns and content.

    If you’re interested in triggering different campaigns based on purchases made, you may also be interested in our OrderInsight module. This allows you to store your customers’ purchasing history, which means you can use segmentation with it, allowing you to create even more engaging and effective programs. Speak to your account manager for more information.

    Our API enables you to synchronise your contacts’ data with information coming directly from your Drupal-powered website. Our API can connect to almost any system with an API of its own, of which Drupal is one. Again, it’s best to contact your account manager for more information.