What Is An Event?
Events are the red colored icons that pull a Subscriber forward to that point in the Automation, regardless of where the Subscriber is before this point in the Automation.
Let’s say a person buys your course. (Hooray!)
You could create an Event that says, "When Product is purchased, pull Subscriber to this step." Under this Event step, the Subscriber can then be added to a Sequence.
No matter where they were in the Sales Sequence, they would leave that Sequence and not receive the rest of those emails, and then begin the Thank You Sequence emails.
Here’s an analogy: Imagine you're waiting in line with 100 people in front of you, and you're the only one wearing a white T-shirt. Then someone at the front of the line says, "Hey, if you're wearing a white T-shirt then you can skip the line!" You would then pass by all of those 100 people in front of you, and proceed to the front of the line.
Welcome to Events.
The 5 Event Types
There are a lot of great things you can do with Events. Let's cover the five ways that you can use Event steps:
When Tag is added (i.e. A Tag added when Subscriber purchases product, or clicks a link trigger)
When Tag is removed (i.e. A Tag is removed when Subscriber completes a Sequence)
When Product is purchased (i.e. Via one of the ecommerce platforms we integrate with)
When Date occurs (i.e. The day of live webinar and you want to start a Sequence)
When Custom field changes (i.e. A Subscriber gains a custom field by inserting additional info to a Form)
NOTE: Events will only pull Subscribers forward, not send them backwards, or sideways. In an Automation, Subscribers will always move forward, or "down" the funnel.
When Tag is Added or Removed
This type of Event is perfect for our Link Triggers feature. Just have a Tag added (or removed) from a Subscriber when they click a specific link in an email.
When you have a Link Trigger set up and an Event step, in the middle of an Automation, Subscribers can have a Tag added or removed to jump ahead to this point.
When Product is Purchased
Did you know you can link your ecommerce store with ConvertKit? We have a Purchases feature that allows you to do things automatically when customers buy your products.
When Date Occurs
The three best examples to think of here are for live webinars, timed launches, and date specific challenges. Let's take a look at each of those scenarios.
Set up a Form as the entry point, with a Welcome Sequence as the following action. The date occurs Event will trigger the day before, or day of the webinar, depending on the timing of your Sequence emails.
Set up an entry point, then the date Event follows, as the first day you want to launch your product. You are able to add multiple date Events, depending on pre-launch, launch, and “closing soon” timing. Just add a new date Event for each one you want to trigger, on a specific day and time.
Date-Specific Challenges: Similar to our other two examples, you’ll use an entry point to hold Subscribers at the top of the funnel, then a date Event to trigger the action of starting a Sequence. This is great if you’re doing something related to a specific date, like a “New Year’s Fitness Challenge” that starts on January 1st!
When Custom Field Changes
Sometimes you might want a Subscriber to update their profile, or they will do it on their own. In cases like these, we give you the ability to run an Event step based on changes made to a specific Custom Field in Subscribers' profiles.
You can choose to be less specific and set the dropdown from "changes to" to just "changes". This way, if any changes at all are made to this custom field, they will jump to this point in the automation.
Key Behaviors To Remember
An Event will block Subscribers from moving past it until the time of the Event. When an Event time has been reached in a Visual Automation, it will then allow Subscribers through, as if it no longer exists. It will no longer block Subscribers.
If the Event has occurred, anyone new entering the Visual Automation will move forward to that Event step instantly. They will skip over any Sequences, Tags, or other steps that they would have previously completed, and jump right to that Event step.