Definition
Custom events are specific user actions that you define and track beyond standard email engagement events (opens, clicks, unsubscribes). Examples include viewing a pricing page, adding an item to a wishlist, completing a survey, reaching a usage milestone, or cancelling a subscription.
Custom events enable highly targeted, behaviour-driven automation. When a subscriber performs a defined action, the event fires and can trigger an email sequence, adjust a subscriber's segment, update a CRM record, or modify their lifecycle stage. The most sophisticated email programmes use custom events to create real-time, contextually relevant communications.
Common Custom Events
| Event Type | Examples | Triggered Email |
|---|---|---|
| Browse behaviour | Viewed pricing page | Pricing follow-up with case studies |
| Milestone | Completed 10th order | Loyalty programme invitation |
| Feature usage | Used key feature for first time | Advanced feature tutorial |
| Service event | Opened support ticket | Ticket confirmation + resources |
| Lifecycle event | Subscription upgraded | Welcome to premium sequence |
| Exit intent | Moved mouse to close tab | Exit-intent offer email |
Best Practices
- Track custom events that indicate genuine intent, not every minor action
- Ensure event tracking is implemented correctly before building automations
- Use event properties (e.g., "product viewed", "price tier") for deeper personalization
- Set appropriate delays between event-triggered emails to avoid over-messaging
- Combine custom events with demographic data for richer segmentation
- Monitor event trigger frequency to prevent automation loops
- Document your custom event taxonomy for consistency across teams
Related Glossary Terms
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
Drip Campaign
A drip campaign is an automated sequence of pre-written emails sent on a schedule or triggered by specific subscriber actions. It nurtures leads, onboard new users, or re-engage dormant subscribers over time.
Email Audience Journey
The email audience journey maps the complete path a subscriber takes from first discovery through ongoing engagement, guiding what content to send at each stage.
Automated Campaign
An automated campaign is a pre-built email sequence that runs automatically based on triggers, schedules, or subscriber behaviour — covering everything from welcome series to abandoned cart recovery to re-engagement flows.
Email Automation Best Practices
Email automation best practices guide the design, implementation, and optimisation of triggered email sequences that deliver the right message at the right time without manual effort.
Email Automation Campaign
A pre-set sequence of emails triggered by subscriber actions or conditions, running continuously without manual intervention.
Frequently Asked Questions
Standard triggers are built into your ESP — opens, clicks, subscribes, unsubscribes. Custom events are defined by you and require integration between your ESP and the data source (website, app, CRM). Custom events allow you to respond to actions that happen outside the email platform.
Start with 5–10 high-value events that indicate clear intent or lifecycle stage changes. Too many events create noise and complex automation logic. Focus on events that directly correspond to a relevant email sequence or subscriber segment change.