Trigger-based journeys listen for a live event and start a tailored path for that specific person the moment it happens. Teams define the event, the logic, and the goal so the system can decide the next best step without waiting for a batch send.

Core building blocks:

• Trigger event: A specific behavior or state change such as form submitted, link clicked, purchase completed, or app/website activity. The journey starts from this event instead of a static audience list.
• Entry conditions and rules: Filters on trigger attributes to qualify who should enter. Example: "Enter only if cart value is greater than $50 and the user is opted in."
• Decisioning: Branches that react to what happens next, such as opened email, visited a page, added an item, or ignored a message within a time window.
• Multi-channel actions: Send the right channel at the right time: email, SMS, push notification, in-app message, or a webhook to trigger downstream systems.
• Goals and exits: Define what success looks like and when to stop. Example: exit the journey on "purchase completed" to prevent redundant reminders.
• Timing controls: Wait steps, frequency caps, and quiet hours to prevent fatigue and respect preferences.

Operational notes from real-time platforms:

• Triggers should be published and integrated so events can fire in real time.
• Use up-to-date consent and profile data for targeting and personalization.
• Monitor journey analytics to confirm that triggers, branches, and goals perform as expected.

Both approaches are useful. Choose based on the nature of the message and the timing needs.

• Use trigger-based journeys when: The communication should respond to an individual's action or status in the moment. Examples: abandoned cart, account created, trial activated, content downloaded, or product back in stock.
• Use segment- or batch-based journeys when: You need to reach a defined audience around a common event or cadence, such as a monthly update, price change, policy update, or a seasonal campaign.
• Key differences:
  • Timing: Trigger-based is real time per person. Segment-based is scheduled or periodic.
  • Audience formation: Trigger-based is event-qualified. Segment-based is attribute/membership-qualified.
  • Volume and fairness: For business events that affect many people at once, prefer segment/batch to avoid firing an individual trigger for everyone at the same moment.

Design with intent and restraint. A strong program improves conversion without adding noise.

• Map one clear objective to each journey: Recovery, onboarding, upsell, or reactivation. Add a single measurable goal, such as "complete signup" or "first value action."
• Start with the highest-impact triggers: Examples include sign-up confirmation, first-use guidance, abandoned browse/cart, lifecycle milestone reached, and churn-risk signals.
• Guardrails that protect the experience:
  • Mutual exclusion: If a person is in one recovery journey, hold them out of overlapping promotions.
  • Frequency caps and quiet hours: Prevent late-night pings and over-messaging.
  • Exit on success: Stop reminders as soon as the goal trigger fires.
• Personalize with trigger data: Use event attributes (e.g., item name, plan type, device) to tailor copy and calls to action.
• Test the decision points: A/B the branch criteria, delays, and channel order. Validate that each step actually improves the goal.
• Measure end to end: Track time-to-message, conversion from trigger to goal, suppression rate, and opt-out. Use journey analytics to find friction and refine.