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
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Related Glossary Terms
Abandoned Cart Email
An abandoned cart email is a triggered message sent to online shoppers who added items to their cart but did not complete the purchase.
Abandoned Cart Sequence Flow
An abandoned cart sequence is an automated flow of emails that reminds shoppers who left items in their cart, over several sends, to return and complete their purchase.
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.
Back-in-Stock Email
A back-in-stock email is a triggered message sent to shoppers who requested notification when an unavailable product becomes available again.
Batch Sending
Batch sending is the practice of delivering a single email campaign to a large list in groups or waves rather than all at once.
Behavioral Email
Behavioral email is a message triggered by a subscriber's action, inaction, or engagement pattern, making it more relevant than scheduled broadcast sends.
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.