Trigger Events Reference

Available Trigger Events

Trigger Event Details

Clicked

• Fires when a contact clicks any tracked link in an email.
• Filter by Scheduled Email: only trigger when the click comes from a specific campaign.
• Filter by Email Content: only trigger when the click comes from a specific email template.
• If no filters are applied, any click across all emails triggers the sequence.

Opened

• Fires when a contact opens an email (tracked via pixel).
• Filter by Scheduled Email: only trigger from a specific campaign.
• Filter by Email Content: only trigger from a specific template.
• Bot protection settings on the send integration may affect open tracking accuracy.

Replied

• Fires when a contact replies to one of your emails.
• Filter by Scheduled Email: only trigger on replies to a specific campaign.
• Filter by Email Content: only trigger on replies to a specific template.
• If no filters are applied, a reply to any of your emails triggers the sequence.
• Only replies that come back to EmailElement count, the same ones listed on Replies. The Sender Domain the email went out from needs its Reply-To Domain set up, which is covered on Advanced Options.
• A reply that cannot be matched to an email you sent does not start a sequence.
• A reply to an email that any triggered sequence sent never starts a Replied sequence. A follow-up the sequence sends cannot set it off again, even when the contact answers it.
• A Send Email action can send the follow-up from the same send integration as the email the contact replied to. See Originating Send Integration on Sequence Actions.

Unsubscribed

• Fires when a contact unsubscribes or complains in an email, or when the contact hard bounces.
• Filter by Brand: only trigger when the email that caused the unsubscribe was sent for that brand.
• If no brand is selected, every unsubscribe recorded for the account triggers the sequence.

Contact Added via API or Form

There are two of these events. Both fire when a contact is added to a contact list through the EmailElement API or by signing up on a form. Adding contacts by uploading a file does not fire either one.

• New Only fires only when the contact was not already on that list. Adding a contact who is already there again does nothing.
• New & Existing fires on every add, including a contact who is already on the list. A contact turned away by a Duplicate Rejection Rules rule is not added, so it starts no sequence.
• Filter by Contact List: select which list addition triggers the sequence.
• Useful for welcome series when new subscribers are added programmatically.

Transactional Email API

• Fires when a transactional email is sent through the EmailElement Transactional API.
• No additional filter options.
• Useful for post-transactional follow-up sequences.

Conversion

• Fires when a conversion event is tracked via a connected Platform Integration (Everflow, Tune, Cake).
• No additional filter options.
• Useful for post-conversion nurture sequences.

Scheduled

• Starts the sequence at set times for everyone on the contact lists and segments you choose. A schedule can run once or repeat.
• There is no filter. The schedule decides who enters and when.
• The schedule is set up on its own page. On the Trigger card, Create Schedule opens a new one and Update Schedule opens the existing one. A sequence has one schedule at most.
• Save the sequence first. Until it is saved, the Trigger card says to save it before setting its schedule.
• The schedule page works like a Scheduled Email, without email content, send integrations, jump page, reply-to or warm-up. It has a Return button back to the sequence.
• The schedule shows under Scheduled Settings with a Type of Trigger Sequence.
• Picking Scheduled removes the re-entry days and the entry caps from the sequence. Saving it clears any values they had.
• Once a Scheduled sequence is saved, its event cannot be changed. Create a new sequence to use a different event.
• Turning the sequence off stops contacts entering it, including on a run already under way. The schedule itself is kept.