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This guide provides you with some useful examples of triggers for automation campaigns.

If this is your first time setting up a trigger to an automation campaign flow, it would be useful to learn how to set up a trigger first. See Adding an entry trigger.


Trigger by new email signup (Welcome campaign)

New leads are at their most receptive within the first two weeks of being introduced to your brand, so a well-crafted welcome programme is essential for any online retailer. Here's an example of an on-boarding welcome campaign spanned over a few days after a lead signs up.

  • 1st Email - Welcome. Highlight your values, show contact what to expect/what they might like.
  • 2nd Email - Inspire/Reassure: talk about your story/shop, with the option to ask for additional information or add preferences.
  • 3rd Email - Engage: prompt to share/follow on social media, educate on what’s to come.

Below is an example of a three-step welcome.

Fig 1: Trigger a three-step welcome campaign when a lead signs up

Trigger by abandoned-basket 

Some of the highest open rates and conversions come from abandoned- basket and abandoned-browse campaigns.

  • Abandoned Basket Can be triggered after abandoning a specific product/category or any. (To find out what or when exactly is an abandoned basket defined, click here.)
  • Can also be segmented or suppressed by customer segments - e.g. you might want to exclude VIP customers from receiving one. In the example shown below, it excludes the segment of customers who ordered on the last day.

Fig 2: Trigger an abandoned basket campaign when a customer abandons basket 

Trigger by abandoned browse

Abandoned browse campaigns help you retarget visitors on your website that came, browsed but didn't purchase. There are multiple ways you can trigger a campaign by an abandoned browse action. However, there are pros and cons to each method based on what you want to do. Following are some examples.

Note: For all abandoned browse triggers including products data, the campaigns will not be populated by the products correctly if:

  • The product added to basket has an invalid or no URL passed to Ometria.
  • The product that has been added to basket is not active in Ometria. Or the product data passed to Ometria does not contain the field: "is_active"=true;.

1. Visited a website for greater than x seconds

Fig 3: Trigger an abandoned browse campaign by ' visited the website for x seconds'

Fig 4: An abandoned browse trigger like this has an explicit exit condition or an exclusion segment in its campaign for those who have placed an order

This trigger is a great way to target any contact who visits your website for more than 2 minutes (or any time of your choosing). Whether or not they have viewed any products. 

However, if you have any email templates using the merge tag for viewed products {{visit.products}}, those fields could show up empty to a recipient if the contact hasn't viewed any products.

For example, they could have been on the homepage (that shows no products) for more than two minutes. Or they could have loaded internal links on multiple tabs but not opened those tabs. Even if the visit lasted for more than 120 seconds.

Therefore, if you use this trigger, we advise you to make sure you don't have the {visit.products} merge tag in your template.


2. Visited the website then viewed a product from a category

Fig 5: trigger an abandoned browse campaign by 'visited the website and viewed a product with an attribute'

This is the perfect way to trigger an abandoned browse for contacts that viewed products with a range/selection of attributes. 

However, you cannot select more than 100 attributes in the list.

So if you have an attribute like 'department' and you have 15 departments, that cover all products in your store, then this is perfect for you. 

But, if the attribute that you want to select is more granular, and has more than 100 options for it, you would not be able to select all of them. And as a result, contacts who viewed those product categories will not be triggered in.

Note: Magento users' category attribute list would contain the product category root catalogue; which contains all the products in your database. If you are a Magento user we recommend you use this trigger for abandoned browse campaigns this way.

Therefore, use this abandoned browse trigger if you have an attribute like ' department', that has less than 100 options, but the options cover all products in your database.

Otherwise, use it if you want to target visitors who viewed only certain product categories but didn't purchase.

3. Viewed any product over a period of time

Fig 6: Trigger an abandoned browse campaign by viewed any product over a period of time

This trigger would check hourly for any contacts that viewed any product 'x' times in the past 'y' hours, and didn't purchase.  It will also check if the contact has purchased any of the viewed products in the past 30 days, and not recommend the recently purchased product in any emails (if emails use a recently viewed product recommendation engine and/or {{ visit.products }} merge tags).

Note: the number of times a contact has viewed a product is unique per visit. So even if a contact views any products 5 times in one visit session, it will still be counted as 1 time. 2 times means the contact has viewed any product in 2 visits.

This is a great trigger if you do not want to start an abandoned browse campaign for people who have purchased in the past 24 hours. It would also avoid any undesirable empty fields in emails if you're using the {{visit.products}} merge tags, as it by defaults covers all products.

We recommend using the shown values in this trigger if you want to target the highest number of audience. Namely, those who have viewed the product in at least one visit in the past 24 hours. The higher the number of views and the smaller the time frame, the lesser contacts will be targeted as your conditions have become harder to meet

Trigger a Post-First-Purchase campaign

A key challenge for a retailer is to get their new customers to make a second purchase - only then do they have a chance of becoming long-term, loyal customers. You can set up a custom trigger campaign to specifically target first-time customers.

For example:

  • 1st Email (Nurturing/Follow-up): sent X weeks after purchase to include a 'thank you for purchasing', valuing them as a new customer, and offering a chance to review the product if appropriate.
  • 2nd Email (Repeat Incentive): after Y weeks, a personalised reminder to encourage to purchase again.

Fig 2: Trigger a post-purchase campaign when a contact places their first order

Trigger a Win-back Campaign

For customers who have not shopped for a considerable period (whether first-time or repeat customers), you can set up a win-back campaign. For those who have visited the website in the intervening period, but have not yet shopped, you might want to send a ‘Can we help you?’ email. Those who have completely disappeared, an incentive or promotion may be necessary.

For example:

  • 1st Email (At-Risk/Lapsing): tell them you have missed them, value them as a customer, and would like to see them back.
  • 2nd Email (Lapsed Email): give them an incentive to come back.
  • 3rd Email (Reminder): send them a reminder of the incentive if he/she hasn't opened the 2nd email.

Here is an example of an At-risk email campaign.


Fig 3: Trigger an at-risk campaign when a customer is about to lapse 

Trigger a VIP recognition Campaign

We consider a VIP here as a top spender, a customer who shops often and spends above a certain threshold - criteria defined per retailer. When a customer first meets these criteria, you could send them a personalised email to say how much you value them, and perhaps offer a reward for being such a good customer.

These criteria might be:

  • A certain amount a customer spends within a period.
  • A customer reaches a certain CLV threshold.
  • A minimum number of orders (example below).
  • A predefined lifecycle stage, which can include a mix of the above.

Fig 4: Trigger a VIP recognition campaign when a customer had placed heir 3rd order

Trigger campaign on entering a segment

Ometria enables marketers to trigger when a contact enters or leaves a segment:

Fig 7: Trigger a campaign when a contact enters or leaves a segment. 

The above example gives a lot of flexibility to anyone creating triggered campaigns, as you are not limited to the standard options like 'abandoning a basket' etc. You can use this for both dynamic and static segments.

Important: Static segments will only work if they are dependent on events. For example, if you have an "add contact to static segment" node within a campaign, then Ometria adds the contact to the list segment and also generates an event. 

In that case, it could trigger another campaign for that contact.

However, if the static list gets created manually then it won't generate events. For example, a manual CSV upload to a static list.

Ometria also doesn’t generate events when changes are made manually to a dynamic saved segment (i.e., when you change the definition of who belongs to that segment). It only generates events when a contact enters/exits a segment as a result of something happening with that contact (e.g., they have placed another order, they have lapsed, etc.).



Trigger campaigns using custom dates

Timing is a crucial component in email marketing. Depending on the items your store offers, you can trigger your campaigns by custom dates. This is a very smart way of increasing open rates and engagement to your marketing campaigns with minimal effort.

[Note: If you are already collecting (or would like to collect) additional date information for your contacts and want to trigger using these dates - for example “anniversary”, “child’s birthday”, (or any other date you want to assign) - please contact support@ometria.com, so we can help you set up your custom fields.]

Note: Also, while it's possible to send an exact timestamp with a custom date, the custom date trigger uses midnight to trigger in contacts who match the day's date. Not the exact timestamp that comes with their custom date.


a)  For example, if you have a loyalty or rewards program in place, you can trigger a loyalty campaign when a customer's points are about to expire. Loyalty campaigns can help you do a lot to increase your redemption rate:

  • remind the customer to redeem their points,
  • follow-up by points-balance emails, so they are informed of remaining points,
  • include redemption emails in your campaign promoting a particular way to spend points,
  • and also check in with customers who did redeem their points so you can offer them a reward, based on their interest.

To trigger customers into a campaign when they have, let’s say, a month left till their points expire:

  1. Select the “Loyalty Point Expiry” as the custom date.
  2. Select condition “Is in [n] days”.
  3. Then define the “number of days”

Fig 8: Trigger Loyalty campaign when a contact's loyalty points are about to expire (custom date) 



b) You could also use ‘anniversary’ as a custom date trigger to a campaign to drive sales from existing customers by reminding them to purchase a present for their significant other.

The trigger shown below enters contacts in the campaign when there are seven days left to the anniversary.

Fig 9: Trigger a campaign based on an upcoming anniversary of a customer (custom date)

Below is an example of how a simple anniversary campaign could look like, segmented on age groups. So that customers between the ages 18-25 and 26-35 receive different emails with different product recommendations.

Fig 10: Sample campaign for upcoming anniversaries of customers.  

c) If you sell children’s clothing, you could use a child’s birthday as a custom date trigger for a campaign, and congratulate parents on their child’s birthday. You can also use wait nodes to send timely emails recommending products the right size for the age of the child.

Fig 11: Trigger a child's birthday campaign for their parents (email recipients)

Custom Date Field options explained

Fig 12: Custom Date Field Options explained

Is today: means that the custom date is today.

E.g. if your custom date is the 6-month anniversary, then setting a trigger of The contact has... a custom date field that matches> 6-month anniversary> is today, will not enter any contacts in the automation flow until that day is their 6-month anniversary. Each contact (that has data for their 6-month anniversary available) will enter the automation flow on the day of their respective anniversary date.


Is in [n] days: means the custom date is n days after today.

E.g. if your custom date is a 6-month anniversary, then 6 month anniversary is in 5 days means that if a contact’s 6-month anniversary is on Jan 10, 2019, they will enter the automation campaign flow on Jan 5, 2019, 5 days before their actual 6-month anniversary.


Anniversary is today: means the custom date was a year ago.

E.g. if your custom date is a baby’s date of birth, then setting the trigger as The contact has... a custom date field that matches> Baby’s Birthday > Anniversary is today means all contacts whose babies were born this day last year will be entered in the flow. On this day their babies would be 1 year old. 


Note: this trigger doesn’t repeat every year, it only enters contacts in once when they satisfy the entry condition. If you want them to reenter every year, you could add wait nodes of 365 days at the end of each yearly part of the flow.


Note: If you have a custom date of Anniversary, then it can be confusing to use the Anniversary is today option. However, all it means is, the automation campaign will trigger contacts in when it has been one year today since their Anniversary date. This is a quick way of triggering a repeat anniversary campaign. Again this trigger will only trigger contacts in once.


Anniversary is [n] days: means that the custom date was one year, minus n days, ago.

Suppose you want to send product recommendations to contacts 2 weeks before their Relationship Anniversary. Then you would select the custom field that would be something like In a Relationship date/ Relationship Anniversary with the date option Anniversary is in 14 days. So that any contacts whose relationship started a year minus 14 days ago, or whose last relationship anniversary was a year minus 14 days ago, would be triggered into the automation campaign.


Anniversary was [n] days ago: means a custom date was one year and n days ago. Or the custom date was one year plus n days ago.