Email automations
Send emails that go out on their own when something happens: a new customer, an order, a review or a birthday.
Updated on October 8, 2026
What an automation is
Marketing › Campaigns › Automations gathers the messages that go out on their own when something happens. Every automation starts with a trigger:
- "New customer", "Order completed" or "Review submitted".
- "Birthday" or "Inactive for a while".
- "Tag added", "Enters an audience" or "Subscribes".
- "Custom event", for events your website or app sends.
The list shows how many contacts have entered, how many emails were sent, and each automation's conversions and revenue.
Creating an automation from a recipe
In Marketing › Campaigns › Automations, press "Create automation" and choose "Blank" (you pick the trigger and the steps) or a ready recipe: "Welcome", "Thanks for your first order", "Ask for a review", "Recover a bad rating", "Birthday", "We miss you" or "VIP welcome".
A recipe comes with the trigger and steps already in place, but its emails have no template: pick a template and a subject for every email before saving.
Steps and entry rules
After the trigger you add steps with "Add step": "Wait", "Condition" (which carries on down the "Yes" or "No" branch), "Send email", "Add tag" or "Remove tag", "Set attribute", "Notify team", "Call a webhook", "Unsubscribe" and "Exit".
Under "Entry rules" you decide whether a contact enters "Once per contact", "Every time it happens" or "At most every N days", whether they leave the automation when they place an order, and what percentage stays as a control group (they get no emails, to measure the effect). With the birthday and inactivity triggers, entry switches to "Every time it happens" on its own.
Turning on, pausing and measuring an automation
Use "Activate" to start it: before it does, it tells you how many of your contacts can receive campaigns today. If you made changes, save them before turning it on. "Pause" stops it; to delete an automation, pause it first.
Once the automation is live, its "Performance" section shows how many contacts reach each step, each email's results and the comparison with the control group.
Was this article helpful?