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Choosing the right automation type

Compare drip campaigns, triggered sends, recurring series, and transactional or bulk Broadcasts so you pick the best fit.

In short​

An automation decides when an Edition becomes a Broadcast and who receives it. The right type depends on what starts the send: a subscriber joining a sequence, a subscriber action, a fixed calendar, an event in another system, or a one-time list send. Pick the type that matches the trigger, and you avoid over-building simple sends or forcing complex journeys into a single blast.

Why it matters​

Choosing the wrong type creates rework and subscriber frustration. A calendar reminder built as a manual Broadcast has to be rebuilt every cycle; a welcome journey crammed into one send can't adapt to when each subscriber joins. Matching the automation type to the trigger keeps your Editions reusable, your timing correct, and your reporting clean because each automation reports against a consistent audience and goal.

How it works​

Each type answers the question "what starts the send?":

  • Drip campaign — a subscriber enters a sequence and receives a series of Editions spaced over time (for example, a multi-step onboarding). Best for time-based nurture where each subscriber's clock starts when they enter.
  • Triggered send — a subscriber action or attribute change fires a single Edition (for example, an abandoned action or a milestone). Best for behavior-based, one-to-one timing.
  • Recurring series — the same Edition (or a template refreshed with new content) sends on a fixed schedule, such as a weekly digest. Best for calendar-driven cadence to a whole audience.
  • Transactional send — a system event triggers an individual, expected message (receipt, confirmation, password reset). Usually initiated by your developers via API rather than built as a campaign.
  • Bulk Broadcast — a one-time send of one Edition to a Folder or audience. Best for announcements with no recurring or per-subscriber trigger.

Example: a "Welcome" Edition sent once to a launch list is a bulk Broadcast; the same Edition sent to each new subscriber on their signup date belongs in a drip campaign.

(Confirm the exact automation options and setup steps in your account.)

Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.