Each block can contain any number of items. Branches, blocks, and transitions define the campaign structure, while items define individual campaign rules. Items are responsible for actions such as sending, tagging, evaluating, etc.

Each item includes a trigger, possibly some conditions, and an action. (see below for more detailed explanation of these terms).

Items and their corresponding actions apply only to participants that are currently in the block that contains the item.

Structure of an Item

Each item (except Multi Action item) consist of a trigger, a delay, conditions, and an action. Delay and conditions are optional.

Each item has the following logic:

When [trigger] happens and after a [delay] [conditions] are true then do [action]

Since delay and conditions are optional in some cases it will simply read as:

When [trigger] happens do [action]

Let’s look at some examples:

Example 1: Segmentation Rule

When [recipient clicks link label “Advertising”] do [add them to a group “Advertising”]

Example 2: Abandonment Rule

When [recipient clicks a link “Register”] and after [5 hours] [is not registered] then do [Go To Branch “Abandonment”

Example 3: Birthday Rule

When [it’s 2pm every day] and [custom field Birthday is today] then do [send message “Happy Birthday” to these recipients]

Triggers define when to start the evaluation. The evaluation can happen immediately, or can be delayed (see Example 2). The campaign then checks to see if the recipient actually matches the conditions. And if there is a match the associated action is taken.

Creating an Item with a Time Trigger

There are two types of triggers: event triggers and time triggers. By default, all actions are created with an event trigger. To change to a time trigger, check the option “This action happens multiple times on a timeline” (see below)