What are the differences between event triggered and segment triggered campaigns?

1. Email sending frequency

Segment triggered campaigns only send one email per user while event triggered campaigns send an email every time the user performs that specific event unless there is a filter segment preventing this.


It is possible to change a segment triggered campaign so that it sends more than once if the users re-match (exit and re-enter the trigger segment). Contact our support team for more details.

2. Including or excluding unsubscribed users

By default, event triggered campaigns include unsubscribed users while segment triggered campaigns and newsletters don’t.

To make an event triggered campaign exclude unsubscribed users, you can:

  1. Add a filter segment with the rule “unsubscribed is not equal to true”.
  2. Change the sending behavior for each email inside the campaign.

To include unsubscribed users inside segment triggered campaigns, change the sending behavior for each email inside the campaign.

3. Filters’ evaluation

Inside a segment triggered campaign filters are only evaluated after the email delay passes, so for instance if you have a 5 days delay to the first email in your campaign, the filter will only be checked after 5 days.

Event triggered campaigns’ filters need to match max. 30 minutes after the event takes place regardless of the email delay. This means that even if you have a 5 day delay set for your email, your filters need to match 30 minutes after the event takes place AND after the email delay passes.

4. Forward-looking behavior

Segment triggered campaigns can be made retroactive (allow users to be included even if they matched the trigger segments more than 24 hours before the campaign before was created). Event triggered campaigns are completely forward-looking.

In other words, if you started a campaign today, but want to include all the users who matched your trigger and filter conditions before the campaign was created, you can choose to do so on the Review page when you start the campaign:

Include existing and future matches

We can’t force an event triggered campaign to send to users who performed the event in the past. You can create a segment triggered campaign based on your specific event, but you won’t be able to include any event attributes in your content.

5. Event attributes

Event attributes can only be used in event triggered campaigns and your choice is limited to the attributes from the event that triggers your campaign. Attributes from any other events are not accessible via liquid. Customer attributes on the other hand can be used in event triggered campaigns, segment triggered campaigns and newsletters.