Transitions are the primary mechanism that moves recipients from block to block. Each block, except for the End Campaign blocks, have an associated transition that defines how participants get moved to the next step.

For instance, in our sample campaign we had a transition that waits for 3 days before sending participants to the next block:


Types of transitions

There are several different transitions that are available to control the flow of the campaign:

  • Immediate. This transition immediately puts recipients into the next stage, in effect skipping the stage above it all together. This transition is commonly used from the enrollment block to the first user block of the campaign.

    Note: No rules from the stage above will apply to participants that are passing through.

  • Delayed. Delayed transition allows you to move a participant forward then wait a period of time in the block. For instance, in the image above we use a Delayed transition with 3 days interval. This transition applies individually to each participant – meaning each participant will be delayed by the same time interval, regardless of when they joined the campaign.

    The clock starts ticking for delayed transitions when participants enters the stage above the transition.


  • On Event. This transition applies to participants  when they “do something” (click a link, open a message, etc.) or the campaign itself  “does something” (sends a message, etc.)

    In the example below, the transition will move a participant to the next block 10 minutes after they click any link in any message.


We will cover more of this in the Triggers section.

  • Exact Date and Time.  Allows you to specify a date and time for when ALL participants in the block will be transitioned to the next block.

    For instance, move all participants to the next block at 1am on 10/16/2014.


This transition if often used to set up fixed date send message actions where you delay people in the block until a certain date and then you transition them to the next block that automatically sends a message to all recipients.

  • Scheduled. This transition applies to ALL participants in the block and moves them to the next block on a schedule.


Note, that this transition allows you to specify extra conditions. This is very helpful when you want to do something on a recurring basis, for instance every hour move people that opened your messages to the next stage.

  • Never. Never is a special case where there is NO transition. It is only needed in rare cases when Items are used to transition recipients to a different branch.

    Consider a recurring campaign, such as subscription renewal. Most participants will sit in a stage called “Good Standing” and never transition out of it. There will be an item that evaluates that it’s time to start a renewal process and transition them to the renewal branch. The goal of the renewal will be to transition people back to “In Good Standing” block.