About Automations and Sequences

Automation automatically sends messages when users meet certain conditions. In Airship, an Automation refers to a triggered message you create using the Automation composer or the API.

Automations versus Sequences

Both Automations and Sequences automatically send messages when triggered by user behavior or events, such as a tag change, entering or exiting a location, or inactivity.

• Automation sends a single message. Use the Automation composer or the /pipelines endpoints to create Automations.

• Sequences can send a single message or a series of messages. Airship sends the messages based on your timing settings, and you can set conditions that determine continuation. Create a Sequence from the Journey MapA visualization of messaging components that can be connected to create a continuous user experience. You can also create and edit from the map..

  Sequences have additional triggers not available for Automations and can be connected to each other and to other messaging components to create continuous user experiences in a JourneyA continuous user experience of connected Sequences, Scenes, and/or In-App Automations.. See Sequences for more information about Sequence-specific features.

For both, you can refine your audience with Cancellation EventsCustom Events that prevent an Automation, Sequence, In-App Automation, or Scene from sending/displaying if they occur while the Automation (or other) is in a delay period. and ConditionsRequirements for members of your audience to receive a message from an Automation or Sequence. The message is not sent if your conditions are not met..

Use cases

There are many uses for automation:

• Send targeted messages to users who are predicted to delete your app and a different message to your most loyal users.
• Send a “How was your visit?” message 24 hours after a mobile device enters a defined location.
• Send a Thank You message when a user opts in to web notifications in their browser.
• Send a web push notification to users who haven’t visited your website for five days.

For more complex use cases, use Sequences to send multiple messages, set outcomes, and route users to different paths based on their behavior:

• Abandoned cart — Create a series of reminder messages, exit the Sequence when the user completes a purchase, and route to a Sequence that sends a promo code or prompts to review their purchase.

• Event promotion — Create a series of messages promoting an event, exit the Sequence when the user purchases tickets for that event, and route to a Sequence that provides updates about the upcoming event.

• Feature launches — Create a series of messages educating users about a new feature, exit the Sequence when the user engages with the feature, then route to a Sequence providing tips and requesting feedback. See also ScenesA mobile app or web experience of one or more screens displayed with fully native UI components in real time, providing immediate, contextual responses to user behaviors. Scenes can be presented in full-screen, modal, or embedded format using the default swipe/click mode or as a Story. They can also contain survey questions..

Sequences

Sequences offer additional capabilities beyond single-message Automations. You can send one message or multiple messages in a series, with delivery timing and delays between messages. For each message, configure ContactAny user in your project. Contacts are identified as either an Anonymous Contact or a Named User. Airship can set targeting data on these identifiers, which are also used to map devices and channels to a specific user.-, Subscription ListAn audience list of users who are opted in to messaging about a specific topic. Users can manage their opt-in status per list using a Preference Center.-, or SegmentA grouping of audience members selected by unique or shared identifiers. Multiple identifiers can be combined within a Segment.-based requirements. The message is not sent if the user does not meet the conditions.

Sequences also support alternative outcomes to ending the Sequence when all messages are sent. You can route users to different Sequences or in-app experiences based on their behavior.

Use a Sequence TemplateA prefilled Sequence you can use as a starting point for common messaging scenarios. to simplify getting started.

Cross-channel retargeting

Cross-channel retargeting is a way to send messages in a Sequence to selected channels based on behavior in a different channel. For example, you can trigger a Sequence from an app event and send messages to email, SMS, web, or open channels. Configure each message in a Sequence for different channels to reach users where they’re most likely to engage, creating cohesive cross-channel experiences.

You can also apply Channel CoordinationA group of strategies for targeting users where they are most likely to receive your message. and Predictive ChurnAnalyzes your audience for users that exhibit behaviors indicating they are likely to become inactive, and tags the users as High, Medium, or Low Risk. for more complex retargeting:

• Retail — When a user becomes high risk for churn, send messages with increasing discounts to email, SMS, web, and app channels, to entice them back to your app or website. Channel Coordination strategy: Fan OutA Channel Coordination strategy that targets a Named User on all the channels they are opted in to, maximizing the chances they receive your message..

• Travel — When a user purchases a flight, send promotions for preferred seating and lounge passes to the channel where the user purchased the ticket (i.e., where the event originated from). Channel Coordination strategy: Originating ChannelA Channel Coordination strategy that targets a Named User on the channel that triggered a Sequence..