What is a trigger campaign?

What types of triggers are there?

There are three types. Event-based triggers respond to something that happens in the core system: a reported claim, a contract being signed, a change of address. Time-based triggers depend on deadlines: a contract ending in 90 days, an anniversary, the end of a fixed-interest period. Behaviour-based triggers follow responses: a landing page visit without closing, or no response after seven days.

Trigger campaigns work because they match the occasion – the message arrives when the topic is relevant to the customer. A renewal notice shortly before the contract ends is helpful; the same notice at an arbitrary date is advertising like any other. To work, they need clean data, clear exit conditions and coordination with other campaigns so that the occasion is not lost in a flood of parallel messages.

In the PBM Campaign Platform, trigger campaigns run as always-on campaigns: events arrive from core systems via an interface and start the journey immediately; time-based occasions are mapped via dynamic, rolling segments – whoever meets the condition today starts today. Re-entry locks prevent the same occasion from triggering a customer more than once.