All the Automation Triggers

MailChimp automation allows you to create automated emails that send when triggered by a subscriber’s activity, or a certain date like a birthday. You can use a preset automation that’s tailored to your goals, or get creative with custom triggers.

In this article, you'll learn about all the ways you can trigger an automation email to send.

About Triggers

A trigger is the action that starts an automation. For example, MailChimp can trigger an automated email when someone subscribes to your list or purchases a certain product. MailChimp offers a wide selection of preset automation types with built-in triggers, ranging from abandoned cart emails to a simple welcome message.

If MailChimp’s preset automations don’t fit your marketing goals, you can create a brand new, custom automation with your own triggers.  

Whether you’re working with a custom or preset automation, you can often change the trigger to suit your needs. To learn more, read Edit Automation Emails.

Available Automation Triggers

Here are all the trigger options to choose from when you create or edit an automation.

Campaign Activity

These triggers help you target subscribers who are on your email marketing list.

Trigger Name

 

Action

Sent campaign

 

Triggers an email that sends to subscribers who received a specific campaign.

Opened campaign
 

 

Triggers an email that sends after a subscriber opens a specific campaign.

Not opened campaign

 

Triggers an email that sends to subscribers who do not open a specific campaign.

Clicked campaign

 

Triggers an email that sends after a subscriber clicks any link in a specific campaign.

Not clicked campaign

 

Triggers an email that sends when a subscriber does not click any link in a specific campaign.

Specific link in campaign clicked

 

Triggers an email that sends when a subscriber clicks on a specific link in a specific campaign.

 

List Management

These triggers help you target subscribers who signed up for your MailChimp list, or whose list data has changed recently.

Trigger name

 

Action

Manual add
 

 

Triggers an email that sends after you manually add a subscriber to your automation.

Signup

 

Triggers an email that sends when a subscriber signs up for or is imported to your list.

Changed list field to value

 

Triggers an email that sends when a subscriber's list field changes to a specific value.

Joins list group
 

 

Triggers an email that sends after a subscriber joins a group.

Leaves list group
 

 

Triggers an email that sends after a subscriber leaves a group.

 

Queue Activity

These triggers help you target subscribers who are already in the queue of your automation series.

Trigger name

 

Action

Previous email sent
 

 

Triggers an email that sends after a subscriber receives the previous automated email in your series.

Previous email opened
 

 

Triggers an email that sends after a subscriber opens the previous automated email in your series.

Previous email not opened

 

Triggers an email that sends when a subscriber does not open the previous automated email in your series.

Previous email clicked
 

 

Triggers an email that sends after a subscriber clicks any link in the previous automated email in your series.

Previous email not clicked

 

Triggers an email that sends when a subscriber does not click any link in the previous automated email in your series.

Specific link in previous email clicked

 

Triggers an email that sends after a subscriber clicks on a specific link in the previous automated email in your series.

 

E-Commerce

These triggers help you target customers from your connected e-commerce platform, such as Shopify, BigCommerce, WooCommerce, or Magento.

Trigger name

 

Action

Purchase any product

 

Triggers an email that sends after a customer purchases any product from your store.

Purchase specific product
 

 

Triggers an email that sends after a customer purchases a specific product from your store.

Purchase product from category

 

Triggers an email that sends after a customer purchases a product from a specific category from your store.

Not purchased any product

 

Triggers an email that targets customers who already bought something from your online store, but haven't made a second purchase yet.

Abandoned Cart

 

Triggers an email that sends when a logged in customer abandons a cart or checkout in your store. This trigger can only be used as part of an abandoned cart automation.

Product Retargeting  

Triggers an email that sends after a subscriber clicks to your store from a MailChimp email campaign to view a product. This trigger can only be used as part of a product retargeting email.


Integrations

These advanced triggers help you target subscribers who meet criteria you set up, based on custom API integrations.

Trigger name

 

Action

API 3.0

 

Triggers an email that sends when a subscriber's email ID is posted to an API endpoint.

 

Date-Based

These triggers help you target subscribers based on a specific date field in your list, like a birthday or an anniversary date. This trigger type is exclusively available for date-based automations.

Trigger name

 

Action

List added date

 

Triggers a one-time email based on the date that a subscriber was added to your list.

Recurring dates

 

Triggers an annually recurring email that sends based on a certain date field in your list.

Birthdays

 

Triggers an annually recurring email that sends based on a birthday field in your list.

Specific date

 

Triggers a one-time email to subscribers based on a specific list field date.

Additional Information

Ready to get started, or learn a little more? Here are some more Knowledge Base resources to help you along the way.

 

Dive into automation with our step-by-step tutorials.

Add an Automation

Edit Automation Emails

Manage Subscribers in an Automation

 

Learn more automation basics from these articles.

About Automation

Automation Types

 

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