All the Marketing Automation Flow Triggers

All the Marketing Automation Flow Triggers

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A trigger is an event or action that adds a contact to a marketing automation flow. Use triggers to add contacts to your flow based on conditions that you set.

In this article, you'll learn about all the triggers you can use in a marketing automation flow.

Things to know

To learn more about triggers and how to use them in your automation flow, check out About Marketing Automation Flows.
Some triggers require certain types of information in your contacts’ audience fields. To learn more, check out Manage Audience and Signup Form Fields.
You can change a trigger within a paused flow. To learn more, check out Edit a Marketing Automation Flow Map.

Contact activity triggers

These triggers add contacts to an automation flow when they sign up for your emails or when their audience data changes.

Tag added Adds a contact after you add a specific tag to them.
Signs up for email Adds a contact when they sign up for your email marketing. You can also choose to include new, imported email contacts.
Texts a keyword Adds a contact when they text a custom keyword to your SMS phone number. Keywords can be between 2-30 characters, and they include letters and numbers. To use this trigger, you need to first set up an SMS Marketing program.
Signs up for SMS Adds a contact when they sign up for your SMS marketing. You can also choose to include new, imported SMS contacts. To use this trigger, you need to first set up an SMS Marketing program.
Joins audience group Adds a contact after they join a specific group in your audience.
Leaves audience group Adds a contact after they leave a specific group in your audience.
Audience field changes Adds a contact when their audience field data changes to a specific value.
Viewed a page Adds a contact after they view a page in your Mailchimp website with Track with Mailchimp enabled.
Clicked a link Adds a contact after they click a link in your Mailchimp website with Track with Mailchimp enabled.
Manual add Adds a contact when you choose to add them.

Date and special events triggers

These triggers add contacts to an automation flow based on a specific date field in your audience, like a birthday or anniversary.

Recurring date triggers and Birthday triggers add contacts to a flow on a yearly cycle. Specific date triggers add contacts to a flow based on a specific day and year in the future, so they can’t be used with Recurring date or Birthday triggers or wait rules.

Specific date Adds a contact based on a specific date field in your audience.
Signup date Adds a contact based on the date they were added to your audience.
Birthday Adds a contact based on birthday field data in your audience.
Recurring date Annually adds a contact based on a specific date field in your audience.

Shopping activity triggers

These triggers add contacts to an automation flow based on activity from your connected e-commerce store.

Buys any product Adds a subscribed contact after they purchase any product from your store.
Buys a specific product Adds a subscribed contact after they purchase a specific product from your store.
Time since last purchased Adds a subscribed contact if they have not purchased anything from your store within a specific timeframe. This trigger looks at purchase activity after your flow is activated.
Abandons cart Adds a contact who created a cart in your store and didn’t complete the checkout process. To learn more about this trigger, check out Create an Abandoned Cart Marketing Automation Flow. This can't be used with any other trigger, but it can be used with Send email or Send SMS actions.
Abandons cart with specific products Adds a contact who has not completed the checkout process after they create a cart that includes or excludes specific products from your store. To learn more about this trigger, check out Create an Abandoned Cart Marketing Automation Flow. This can't be used with any other trigger, but it can be used with Send email or Send SMS actions.
Product back in stock Notifies a customer when a product is back in stock. This trigger must be paired with a back-in-stock form. To learn more, check out Create Back-in-Stock Alerts.
Customer churn risk Add contacts to a journey when they enter a specific churn risk category (High, Medium, or Low). Use this to re-engage customers who are at risk of drifting away. This trigger is based on predictive analytics.
Time until predicted purchase Add contacts to a journey a specific number of days before they are predicted to make their next purchase. Use this to send timely reminders or offers right when a customer is ready to buy. This trigger is based on predictive analytics.
Order confirmation Notifies a customer that their order has been confirmed. This can't be used with any other trigger.
Cancellation confirmation Notifies a customer that their order has been canceled. This can't be used with any other trigger.
Order invoice Notifies a customer that their payment has been processed. This can't be used with any other trigger.
Shipping confirmation Notifies a customer that their order is on the way. This can't be used with any other trigger.
Refund confirmation Notifies a customer that their refund has been processed. This can't be used with any other trigger.
Leave a product review Adds a contact when they leave a review for your products.
Eligible for review request Adds a contact when their purchase becomes eligible for review.

Shopify triggers

These triggers are only available with a connected Shopify store. To use the Shopify triggers, you'll need the latest version of the Shopify integration.

Shopify abandoned cart Adds a contact who created a cart in your store and didn’t check out.
Shopify abandoned checkout Adds a contact who started the checkout process but didn’t complete a purchase in your Shopify store.
Shopify abandoned browse Adds a contact who views a certain page or product in your Shopify store.
Views pages in Shopify store Adds a contact who has viewed any page or viewed a specific page in your Shopify store.
Views products in Shopify store Adds a contact who has viewed any product, viewed a specific product, or viewed a collection of products in your Shopify store.
Performs search in Shopify store Adds a contact who performs a search for any term or a search for a specific term in your Shopify store.
Adds products to Shopify cart Adds a contacts who adds any product to their cart or adds a specific product to their cart from yourShopify store.
Performs checkout action in Shopify store Adds a contact if they perform 1 of the following actions in your Shopify store: start checkout, submit payment information, or complete checkout.
Adds a low inventory product to a shopping cart Adds a contact who created a cart and adds any product or adds a specific products to their cart that is low in stock.
Product back in stock Adds a contact who added a low-stock product to their cart and alerts them that the product is back in stock.

Marketing activity triggers

These triggers add contacts to an automation flow based on email engagement.

Sent an email Adds a contact after they are sent a specific email.
Opens email Adds a contact after they open a specific email.
Unopened campaign Adds a contact if they don't open a specific email within a certain timeframe.
Clicks any email link Adds a contact after they click any link in a specific email.
Doesn't click email link Adds a contact if they don't click any link in a specific email.
Clicks specific email link Adds a contact after they click a specific link in a specific email.
Responds to survey Adds a contact after they respond to your survey.

API and integration triggers

These advanced triggers target contacts who meet the criteria from your Integrations with Mailchimp or custom API integrations.

Automation Flows API Adds a contact when an API endpoint is triggered.
Event API Adds a contact after an API call is posted to the Events endpoint with a specific event name. Contacts can be added to a flow with an API call to a URL displayed in an automation flow.
Eventbrite: Any event check in Adds a contact when they check in for any of your events.
Eventbrite: Purchases any Eventbrite ticket Adds a contact when they purchase a ticket for any of your events.
Eventbrite: Specific event purchase Adds a contact when they purchase a ticket for a specific event.
Eventbrite: Specific event check in Contacts will enter when they check in for a specific event.
Chat finished Contacts will enter when they’ve ended their LiveChat conversation.
Zapier custom event Creates a new event when an email address is collected via Zapier.

Product review triggers

Connect the Judge.me or Yotpo reviews integration to Mailchimp to automate follow-up marketing based on customer sentiment and social proof.

Judge.me or Yotpo review submitted Trigger a journey when a customer submits a review. You can branch your path based on specific star ratings to send recovery offers for low scores or upsell messages for high scores.
Sentiment-based segmentation Use review data, including submission status and numerical star ratings, to filter contacts into specific journey paths.