If you want to really take your marketing automation to the next level you need to implement and understand event systems. That is, you want your marketing automations, segments and other activities to respond to different events in the customer journey.
Now, just what is an event in the first place? Well, an event is just a fancy way of saying "something happened". For example "email opened" and "email clicked" are two main types of "email events".
You also have "website events". The simplest website event is a page visit, but it can be as complex as "clicked play on the landing page video".
In the past with marketing platforms you were only able to create automations based on email events. And while that is a goldmine in the right hands, we've gone beyond that in the past couple of years.
It is now possible to respond to events that happen in all contexts, not just within emails. That includes website events which we already mentioned, but also events that your customers perform across other parts of your stack.
In this guide we are going to focus on actions that come from website events, that is things that the subscriber did on your website.
How do we utilize customer actions for marketing automation?
Let's take an example and say that you have a quiz that people fill out, and you want to create automations based on finishing the quiz. Perhaps you want to send an email to anyone that finishes the quiz. There are 3 things that you need to do
1) Send a "finished_quiz" event to Emercury
2) Create an associated action
Go to the settings for the given domain under "Events & Settings", and click on the "Create Action" button.
Under "type" choose "Action"
Under "type of" choose the event, in this example "finished_quiz"
That's it! From now on, you can have automations that trigger off of a "Finished Onboarding Quiz" event.
*-Please note, the event needs to fire at least once before it appears as an option in the "create action" dialogue. Otherwise it won't appear in the "type of" dropdown menu.
3) Create an automation that triggers off of that action