Triggers are the events that enroll members into your automation, and Goals are the optional finish lines that let members exit early once they've done what you wanted.
ℹ️ INFO: This article covers every available trigger in detail, along with the specific Goals each one supports.
🔗 Learn more about Automation Components
Enroll Each Member Only Once
Right under the Trigger and Goal selection, every automation has an Enroll Each Member Only Once toggle.
This setting is available for all triggers and is disabled by default.
📝 NOTE: This is a manual, automation-level setting, separate from the built-in 30-day cooldowns on the Member Stops Watching and Member Becomes Inactive triggers. Those cooldowns are automatic and specific to those two triggers; Enroll Each Member Only Once is an optional toggle available on every automation, regardless of trigger.
When enabled: Members who have already been through this automation will not be enrolled again in the same automation, even if they meet the trigger criteria a second time.
When disabled (default): Members can be re-enrolled and go through the automation again each time they meet the trigger criteria.
💡 TIP: Enable this for one-time sequences like a welcome series or a milestone celebration, where a member re-triggering the automation later shouldn't restart it. Leave it disabled for ongoing behavior-based sequences, like a cart abandonment or re-engagement flow, where you want members to re-enter each time they qualify.
Available Triggers
Choose the trigger that matches the member behavior you want to respond to.
Lead Created
Fires when someone becomes a lead in your system. Use this to nurture leads and convert them to paying members with welcome sequences, educational content, or special offers.
Common Use Cases
Lead nurture sequences
Lead conversion campaigns with coupon discounts
Educational drip campaigns
🔗 Learn more about the Lead User Type
Available Goals for this trigger
User starts a subscription: Stops the automation when the user converts to a paying subscriber (applies to all enrolled users)
Lead purchases a bundle: Stops the automation when the lead purchases any bundle
💡 TIP: Use these goals to make sure leads stop receiving conversion-focused emails the moment they take action, whether they subscribe or buy a bundle. To target a specific bundle, use the Bundle Access filter.
User Abandons Cart
Begins when any lead, member, or one-time buyer visits a checkout page but does not finish payment. This can be scoped to specific products.
This is different from the "New Lead" trigger because this applies to both new and existing customers.
How It Works
When any User, existing Member, or One-Time Buyer visits a checkout page but does not complete their purchase, this trigger begins
You may restrict your automation to a specific product or set of products
This user is interested and activated for your product but was unwilling to commit to purchasing
Common Use Cases
Send a "you left something in your cart" reminder to finish checking out
Send a discount or enticement to finish the checkout
Send a follow-up with reasons why your product is worthwhile
Send a free video to validate your product offering
Available Goals for this trigger
User starts a subscription: Stops the automation if the user purchases a subscription
Lead purchases a bundle: Stops the automation if the lead purchases any bundle or one-time purchase (video, collection)
User Starts a Trial
Triggers when a member begins a free trial. Perfect for onboarding sequences that help new trial users discover your content and activate quickly.
Common Use Cases
Trial onboarding and activation flows
Feature education sequences
Win-back campaigns for users who cancel during trial
Available Goal for this trigger
Free Trial Ends: Stops the automation when the member's free trial period ends
User Purchases a Subscription
Fires when someone makes their first subscription payment. For subscriptions without a free trial, this fires at the time of purchase. For subscriptions with a free trial, this fires when the trial ends and the user converts to a paying member.
Use this to target all active new members outside their trial period.
Common Use Cases
Welcome sequences for paying members
Paid member-only communications
Upsell and cross-sell campaigns
No Goals are currently available for this trigger
💡 TIP: This also triggers when a trialing user converts into a paid subscriber.
🔗 Learn more about the Member User Type
User is Assigned a Subscription
Automatically welcome and onboard new members with an email sent the moment they're granted access to a subscription.
This trigger fires when a subscription is assigned or granted to a member through non-admin channels, such as automatically through the Publisher API or Zapier.
📝 NOTE: This trigger does not fire when an admin manually assigns a subscription from the People page or when an admin cancels or ends a membership. All admin-initiated subscription changes bypass automations.
This trigger does not initiate on subscription purchase. Use "Subscription Purchased" for those customers.
Common Use Cases
Instant welcome emails when members gain subscription access
Onboarding sequences for assigned subscriptions
Access confirmation communications
No Goals are currently available for this trigger
📝 NOTE: Admin-initiated subscription changes (assigning, cancelling, or ending a membership from the People page) are intentionally excluded from automation triggers to prevent unintended emails when admins are managing accounts directly.
User is Assigned a Bundle
Fires when a bundle is assigned to a member via checkout, the admin panel, the API, or a bulk assign task. Bundle triggers fire after payment is completed for paid bundles.
Common Use Cases
Bundle-specific welcome series
Content access notifications
Bundle upsell sequences
📝 NOTE: Make sure you've selected User is Assigned a Bundle as the trigger and not User is Assigned a Subscription when targeting bundle purchases. This is a common setup mistake.
Available Goal for this trigger
User starts a subscription: Stops the automation when the lead converts to a paying subscriber. Useful when offering a free bundle to leads as part of a conversion funnel.
💡 TIP: Use the "Lead purchases a subscription" goal when offering free bundles to leads. This ensures they stop receiving bundle-related emails once they convert to paying subscribers.
Tag Added to User
Fires when a tag is added to a member. This can occur from:
A specific email capture form
A manual assignment from the People detail page
Creating a new tag and applying it to an audience using Apply to Audience
Inviting new members and assigning a tag during the invite wizard
Common Use Cases
Alternate welcoming messaging based on email capture origin
VIP insights for specific members
Trigger onboarding sequences when tagging new invitees
No Goals are currently available for this trigger
📝 NOTE: The Tag Added trigger does not fire in the following scenarios:
Bulk task: Adding tags to members via a bulk task performed by our Support team does not trigger this automation. These internal bulk operations are treated as admin-initiated actions and bypass automation triggers.
API: The
PUT /customers/{id}endpoint does not currently support atagsfield, so tags cannot be assigned via this method, and therefore this trigger cannot be fired via the API at this time.
Tag Removed from User
Fires when a tag is removed from a member. This could occur from a manual removal from the People detail page, an API integration, or a separate automation.
Common Use Cases
Member finishes onboarding and now enters a different lifecycle
Member reached out on social media, and you want to reward them directly
No Goals are currently available for this trigger
User Watches a Video
Fires when a user finishes watching a specific video. You may select one specific video or multiple videos to trigger this automation.
How It Works
A video is considered "watched" at 90% or more completion, or when the playback bar is moved close to the end
When you select multiple videos, finishing 90%+ of any of those videos triggers the automation; the member does not need to watch all of them
The trigger fires on the transition from "unwatched → watched" status
If a member re-watches the same video, it won't create a second automation run (the trigger is idempotent)
Common Use Cases
Send follow-up content recommendations after completing a specific lesson
Trigger upsell sequences after members watch key sales videos
Deliver bonus content or resources after course completion
Celebrate milestones when members finish important videos
Available Goal for this trigger
User starts a subscription: Stops the automation when the lead converts to a paying subscriber
📝 NOTE: If you select 5 videos in your automation trigger, a member only needs to finish watching one of those 5 videos (at 90%+ completion) for the automation to fire!
User Watches Multiple Videos
Fires when a user finishes watching a set number of videos within a set number of days.
How It Works
A video is considered "watched" at 90%+ completion, or when the playback bar is moved close to the end
Configured by specifying the member must watch X videos in Y days (e.g., 3 videos in 4 days)
Helps you reach members during a highly active period
If a member re-watches the same video, it won't create a second automation run (idempotent)
Common Use Cases
Congratulate the member for their engagement
Deliver bonus content or resources after course completion
Offer a discount for an additional bundle
Available Goals for this trigger
User starts a subscription: Stops the automation when the lead converts to a paying subscriber
Free trial ends: Stops the automation when the new member exits their free trial
Member Pauses Their Subscription
Fires when a member pauses their subscription. Even after pausing, the member retains access to your content until the end of their current billing cycle.
A pause is a distinct moment when the member is at risk but has not churned, making it a valuable window for re-engagement before they fully disengage.
💡 TIP: When selecting this trigger, choose which subscription plan(s) to scope it to.
Common Use Cases
Re-engagement sequences timed to the pause window
Special offers or content highlights to encourage early resumption
Check-in messages to understand why the member paused
Available Goal for this trigger
Member resumes subscription: Stops the automation when the member resumes their paused subscription
Member Resumes Their Subscription
Activates when a member returns from a paused membership.
Members may be given the option to pause their membership, choosing a period of time to pause payments without cancelling outright. When that period elapses, payments and access to content automatically continue, and this trigger activates.
💡 TIP: When selecting this trigger, choose which subscription plan(s) to scope it to.
Common Use Cases
Use specific messaging to welcome members back from being paused
Make suggestions for how to keep the returning user engaged
📝 NOTE: This trigger only fires when a subscription that was actually paused resumes. It does not fire if a member schedules a future pause and then cancels that scheduled pause before it takes effect.
Member Stops Watching
Fires when a member has stopped watching videos for a specific number of days. By default, this is 7 days, but can be adjusted per automation.
Common Use Cases
Re-engage users who have not watched content
Suggest new or classic content to engage with
Available Goal for this trigger
Member watches video: Stops the automation when the member resumes watching a video
📝 NOTE: This trigger has a built-in 30-day cooldown. Once a member enters an automation with this trigger, they cannot re-enter the same automation for 30 days, even if they meet the criteria again.
Member Becomes Inactive
Fires when a member has shown no activity for a specific number of days.
This includes lack of sign-in, video watching, commenting, liking, community posting, or live chatting. By default, this is 14 days, but can be adjusted per automation.
📝 NOTE: This trigger also has a built-in 30-day cooldown. Once a member enters an automation with this trigger, they cannot re-enter for 30 days, even if they meet the criteria again.
Common Use Cases
Re-engage users showing signs of potential churn
Suggest new or classic content to engage with
Suggest community forums to engage with
Available Goal for this trigger
Member becomes active: Stops the automation when the member shows activity on the platform again
💡 TIP: Our coaching and insights recommend this period to catch churning users.
Member Cancels Their Subscription
Triggers when a member cancels their subscription. Essential for win-back sequences to reduce churn.
Common Use Cases
Re-engagement sequences
Feedback collection
Special win-back offers
Available Goal for this trigger
Cancellation is revoked: Stops the automation when the member reverses their cancellation and becomes active again
📝 NOTE: This trigger fires when a member cancels their own subscription from the User Dashboard. It does not fire when an admin cancels a membership from the People page.
Member Revokes Cancellation
Activates when a member reverses their decision to cancel.
When a member cancels, they continue to have access to content until their current payment period ends, at which point they're considered churned. Other triggers like "Member cancels subscription" are great ways to catch this moment; if the member reverses their decision, this trigger activates.
ℹ️ INFO: This fires whether the member reactivates directly from their account, accepts a reduce-churn coupon during the cancellation flow, or applies a reactivation coupon while switching plans. It does not fire if an admin applies a coupon to a cancelled subscription from the People page.
Common Use Cases
Use specific messaging to thank those members for staying on
Provide exclusive content to show your appreciation
Suggest how to keep the returning user engaged
💡 TIP: When selecting this trigger, choose which subscription plan(s) to scope it to.
Member's Subscription Ends
Triggers when a member's subscription has completely ended. Different from "Subscription Cancelled," which begins when the cancellation is first requested.
Common Use Cases
Win-back campaigns for members who have fully lost access
Re-engagement sequences for annual subscribers who cancelled months ago
Last-chance offers timed to when access ends (not when they cancelled)
Available Goal for this trigger
Member renews membership: Stops the automation when the member resubscribes
💡 TIP: Use this trigger when you want to reach members the moment they lose access. This is especially powerful for annual subscribers, who may have cancelled 11 months ago but are only now losing access. Pair it with a special offer to bring them back.
Member Resubscribes
Activates for former members that return to your store.
When a member cancels, they continue to have access until their current payment period ends, at which point they're considered churned. Some will inevitably leave, and this trigger catches them when they return.
📝 NOTE: "Subscription Purchased" does not fire for these returning members since this trigger supersedes it. It only fires for members with a prior fully-churned subscription who start a new paid subscription; it does not fire for first-time subscribers or members whose only prior activity was an expired free trial.
Common Use Cases
Use specific messaging to welcome back previous members
Show returning members great content or programs they may have missed
Suggest how to keep the returning user engaged
No Goals are currently available for this trigger
💡 TIP: When selecting this trigger, choose which subscription plan(s) to scope it to.
⚠️ Admin-Initiated Actions Do Not Trigger Automations
When an admin performs subscription management actions from the People page, automations are not triggered.
📝 NOTE: This is intentional behavior. When an admin is manually managing a member's account, it's assumed to be a deliberate action since automations like churn win-back campaigns should not fire in these cases.
Actions that bypass automations:
Admin cancels a membership
Admin ends a membership immediately
Admin adds a member to a subscription (with or without a free trial)
Actions that still trigger automations:
Member self-cancels from their User Dashboard
Member signs up or starts a trial through the storefront
💡 TIP: If you want to send a manual follow-up after an admin-initiated change, use Email Broadcasts to reach that specific member directly.
🔗 Learn more about Email Broadcasts
FAQs
What's the difference between the "User Purchases a Subscription" trigger and the "User starts a subscription" goal?
What's the difference between the "User Purchases a Subscription" trigger and the "User starts a subscription" goal?
Subscription Purchased (trigger) starts an automation the moment someone buys a subscription. Use it to kick off onboarding or welcome sequences for new paying members. Lead purchases a subscription (goal) stops an automation when a lead converts to a paying subscriber. It's only available under the New Lead trigger, and its purpose is to prevent leads from continuing to receive conversion-focused emails after they've already subscribed.
What happens if someone meets the trigger but not the filter criteria?
What happens if someone meets the trigger but not the filter criteria?
If your trigger has configuration options, any customer not meeting those criteria will not be enrolled. For example, a User is Assigned a Bundle trigger lets you choose which bundles to filter against, so only users assigned those bundles will be enrolled. Filters added as additional steps are checked after members are enrolled.
What goal options are available for my automation?
What goal options are available for my automation?
Available goal options are dynamic and depend on which trigger you've selected. For example, the Lead Created trigger supports "User starts a subscription" (exits the lead once they subscribe) and "Lead purchases a bundle" (exits the lead once they purchase any bundle; pair with a Bundle Access filter to target a specific bundle). The Member pauses their subscription trigger supports "Member resumes subscription," which stops the automation when the paused member reactivates.
How does "Member pauses their subscription" differ from "Member cancels their subscription"?
How does "Member pauses their subscription" differ from "Member cancels their subscription"?
"Member cancels their subscription" fires when a member chooses to end their subscription; access continues until the current billing period ends, but they've signaled they don't want to renew. "Member pauses their subscription" fires when a member puts their subscription on hold without canceling. Paused members still have access until the end of their billing cycle and are more likely to resume than fully canceled members.
What's the difference between "User purchases a subscription" and "Member resubscribes"?
What's the difference between "User purchases a subscription" and "Member resubscribes"?
"User purchases a subscription" fires for anyone making their first payment, including first-time subscribers. Member resubscribes fires specifically for members with a prior, fully-churned subscription who start a new paid subscription, so when it fires, "User purchases a subscription" does not fire for that same event.