Overview
Engagement-Based Automation allows you to make your drip campaigns more responsive to recipient behavior. Using simple if/then logic, you can adjust the timing of follow-up emails, remove unengaged contacts, or automatically move engaged contacts into another campaign.
This helps you create more personalized campaign journeys without needing to manually monitor and update each recipient’s experience.
What Engagement-Based Automation Can Do
With Engagement-Based Automation, you can configure your drip campaign to:
- Send the next email sooner or later based on whether a contact clicks
- Delay follow-up emails for contacts who have not engaged
- Remove contacts who are not engaging after a set number of emails
- Add engaged contacts to another campaign after completion
The system uses tracked clicks on emails and embedded links to determine engagement.
Before You Begin
Before setting up Engagement-Based Automation, make sure:
- You have access to create or edit drip campaigns
- Your campaign includes emails with tracked links
- Click tracking is enabled
- If you plan to move contacts into another campaign, that destination campaign already exists.
How to Access Engagement-Based Automation
1. Open the drip campaign you want to edit.
2. Navigate to the Engagement-Based Automation section.
3. Turn the automation toggle On.
4. Configure the conditions you want to use.
5. Save your changes.
Once enabled, the configured automation rules will apply to contacts as they move through the campaign.
Available Automation Options
1. When Contact Clicks Email or Links
Use this option to adjust the timing of the next email when a contact engages with your content.
Example:
If a contact clicks a link in your email, you can send the next email in 3 days.
How it works:
The system detects when a contact clicks a tracked email or embedded link and applies the timing you have selected for the next email.
Why use it:
This is helpful when you want to follow up more quickly with contacts who have shown interest.
2. When No Clicks Are Detected
Use this option to set a different delay for contacts who receive your emails but do not click.
Example:
If no clicks are detected, you can send the next email in 10 days.
How it works:
If a contact does not engage with the email content, the next email will be sent according to the delay you have configured.
Why use it:
This can create a gentler follow-up pace for less engaged recipients.
3. Remove Contacts With No Engagement
Use this option to stop sending campaign emails to contacts who have not engaged after a set number of emails.
Example:
Remove a contact after 3 emails with no engagement.
How it works:
If a contact reaches your selected threshold without clicking, they will be removed from the campaign and will not continue receiving future emails from that drip.
Why use it:
This helps keep campaigns focused on active recipients and can reduce unnecessary sends.
4. After Completion, Add Engaged Contacts to Another Campaign
Use this option to automatically enroll engaged contacts into another campaign after they complete the current one.
Example:
When an engaged contact finishes the campaign, automatically add them to a follow-up nurture campaign.
How it works:
At the end of the campaign, engaged contacts are added to the destination campaign you selected.
Why use it:
This is a simple way to build longer customer journeys and keep engaged contacts moving through relevant content.
How to Configure a Condition
1. Open the campaign and go to Engagement-Based Automation.
2. Select the condition you want to use.
3. Choose the action or timing value.
4. Click Save Condition.
5. Repeat for any additional conditions you want to apply.
Your selections will remain saved as part of the campaign.
Tips for Best Results
- Use shorter follow-up timing for engaged contacts who click
- Use longer delays for contacts who do not engage
- Remove consistently unengaged contacts to keep campaigns clean
- Use follow-up campaigns to continue nurturing your most engaged audience
Example Setup
A sample campaign setup might look like this:
- When contact clicks email or links: Send next email in 3 days
- When no clicks are detected: Send next email in 10 days
- Remove contacts with no engagement: Remove after 3 emails
- After completion, add engaged contacts to: Select a follow-up campaign
This creates a campaign that responds differently depending on how each contact engages.
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