This guide covers the definition of Trigger and an overview of each Trigger Type, its Properties and examples of how they can be used.
What is a Trigger?
Each Step of your Automation has a Trigger. A Trigger can be a date, an Administrator action or a Subscriber action. When a Subscriber in the Audience of your Automation meets the criteria of a Step’s Trigger, an email is sent to that Subscriber.
Trigger Type: Subscriber Added to Audience
This is triggered when a Subscriber is added to your chosen Audience (be it a Group, Segment or All Subscribers) by one of the following 5 means:
1. Manually Added When you fill in a Subscriber Card manually in your NewZapp Account. This only counts for new records, not updating an existing Subscriber.
2. Imported When you import a file of Subscribers into your Audience. This might be new Subscribers who have never been in the account prior to import, or existing Subscribers being imported into the specific Audience for the first time.
3. Opted-in When a Subscriber manages their Preferences and Opts-in to a Public Group, and that Group is your chosen Audience.
4. Signed Up When a Subscriber signs up to your Audience via a form on a webpage. This includes signup which uses Double Opt-in confirmation.
5. Via API When a Subscriber is added to your Audience via an application using our API.
This Trigger type is useful for Welcome, Signup or Onboarding Automations, or any Automation that reacts to a new Subscriber.
Trigger Type: Global Date
Choose a set date that is the same for every Subscriber. When this date rolls around, emails will be sent to each Subscriber in your Automation Audience. It’s a good idea to use Schedule in conjunction with a Global Date trigger if for example you want your emails to be sent during certain hours of the day, or only on specific days of the week.
You might use a Global Date trigger for an event you want to advertise, such as the start of a sale or a seminar or conference. If so, setting a Delay in the Properties tab gives you the flexibility to send lead-up emails before the event and follow-up emails after.
Trigger Type: Individual Date
A date individual to every Subscriber from a date-based Custom Tag. Just like the Date of Birth Tag that forms the basis of Birthday Automations, the Individual Date Trigger relies on your Subscribers each having a date in a Custom Tag of your choice.
This Trigger is good for things like membership renewals or perhaps a holiday series. You can even automate based on two Custom Tags per Subscriber. For example, email Subscribers a message to say you hope they enjoy their holiday, and then ask them how it was when they return by using the Individual Date Trigger on two steps, with 2 different Custom Tags respectively (holiday start date and holiday end date).
Trigger Type: Date of Birth
A date individual to every Subscriber from the Date of Birth Tag. This Trigger is ideal for Birthday Automations and automatically repeats annually. It could be Birthday wishes, it could be Birthday offers – it’s up to you.
Trigger Type: Subscriber Sent Previous Email
Triggered at the point the Subscriber is sent the Email from the previous Step. In other words, unless you add a Delay and/or Scheduling, this Step will send an email immediately after the Subscriber is sent an email be the previous Step.
When used on multiple Steps with delays added, this Trigger can help you create a nicely timed series.
Trigger Type: Subscriber Opened Previous Email
Triggered at the point the Subscriber opens the Email from the previous Step. Use a Delay and/or Scheduling with this Trigger to prevent an email being sent immediately. For example you might want to delay the follow up email from being sent out by 1 hour or 1 day.
Trigger Type: Subscriber Clicked Previous Email
Triggered at the point the Subscriber clicks a link on the Email from the previous Step. At this point you know they’ve engaged with your campaign, so sending another email could be beneficial.
Don’t forget Delays and Scheduling
A Trigger is what sends an email, but don’t forget Triggers are governed by Delay and Schedule settings too.
Delay and Scheduling examples:
• A Step with no Delay or Schedule set will send immediately when triggered.
• A Step with a Delay of 2 days will send exactly 2 days after it was triggered.
• A Step with a Delay of 2 days and Scheduled to only send on Mondays at 9am will send after 2 days on the next Monday at 9am.
This all happens on a per-Subscriber basis, so for the last example, if a Subscriber meets the Trigger conditions at 3pm on Saturday, they won’t be sent the email for that Step until 2 Mondays later, because the first Monday that comes round isn’t 2 days after 3pm on Saturday.
For more information (including screenshots) and a downloadable copy of this guide please visit 'How to...Triggers