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 NameAction
Sent campaignTriggers an email that sends to subscribers who received a specific campaign.
Opened campaignTriggers an email that sends after a subscriber opens a specific campaign.
Not opened campaignTriggers an email that sends to subscribers who do not open a specific campaign.
Clicked campaignTriggers an email that sends after a subscriber clicks any link in a specific campaign.
Not clicked campaignTriggers an email that sends when a subscriber does not click any link in a specific campaign.
Specific link in campaign clickedTriggers 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 NameAction
Manual addTriggers an email that sends after you manually add a subscriber to your automation.
SignupTriggers an email that sends when a subscriber signs up for or is imported to your list.
Changed list field to valueTriggers an email that sends when a subscriber's list field changes to a specific value.
Joins list groupTriggers an email that sends after a subscriber joins a group.
Leaves list groupTriggers an email that sends after a subscriber leaves a group.
Added tagTriggers an email that sends after you add a specific tag to a contact.

Workflow Activity

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

Trigger NameAction
Previous email sentTriggers an email that sends after a subscriber receives the previous automated email in your series.
Previous email openedTriggers an email that sends after a subscriber opens the previous automated email in your series.
Previous email not openedTriggers an email that sends when a subscriber does not open the previous automated email in your series.
Previous email clickedTriggers an email that sends after a subscriber clicks any link in the previous automated email in your series.
Previous email not clickedTriggers 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 clickedTriggers 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 store or custom API 3.0 integration.

Trigger NameAction
Purchase any productTriggers an email that sends after a customer purchases any product from your store.
Purchase specific productTriggers an email that sends after a customer purchases a specific product from your store.
Purchase product from categoryTriggers an email that sends after a customer purchases a product from a specific category from your store.
Not purchased any productTriggers an email that targets contacts who have not purchased any product from your store.
Abandoned CartTriggers an email or postcard 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.
Email RetargetingTriggers 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 NameAction
API 3.0Triggers 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 NameAction
List added dateTriggers a one-time email based on the date that a subscriber was added to your list.
Recurring datesTriggers an annually recurring email that sends based on a certain date field in your list.
BirthdaysTriggers an annually recurring email that sends based on a birthday field in your list.
Specific dateTriggers 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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