Create An Activity-Based AMR

Activity-Based automated message rules send messages when a contact performs an activity in response to a related message that you sent to them.

About this task

Possible activities include opening a message, clicking a link inside a message, or a purchase conversion. Various combinations of these activities can also be used as the criteria for describing when to send. Messages of this type are often called remails or remarketing. The type settings for a Activity-Based message type define the action or behavior that must occur for the automated message to be sent.

Warning: Activity-Based Automated Message rules will only send messages to contacts who meet the criteria for the rule, after the rule is activated. For example, if you send a message on a Monday, and on the following Thursday activate an automated message rule to send based off of clicks that message generates, the automated message rule would not send for clicks the message generated before the time the automated message rule was activated. In other words, the automated message rule would have no knowledge of clicks generated before it was activated. In this case, before Thursday.

To define the type settings for a Activity-Based automated message type:


  1. Go to Automation > Automated Message Rules.
  2. Click Create New Automate Message Rule.
  3. Enter a name for the rule in the Name: box.
  4. Select Activity-Based from the Select a type list.
  5. Select a message to use with the rule:
    1. Click Pick Message.
    2. From the window that appears, search for the message you want to use.
    3. Click on the name of the message you want to use.
    4. Click Select.
  6. Select the action that the automated message rule will look for in the related message using the Mail Contacts who: pull-down menu.

    You can choose to send the related message to contacts who:

    • Are sent this message
    • Open this message
    • Open, but do not click any links
    • Do not open
    • Click a link
    • Click a link, but do not convert
    • Do not click any links
    • Convert
    • Do not convert
  7. Click Next Step.
  8. Specify the Sender Options:
    • From Name: The from name, also called an alias, is the name that appears to the recipient of the message.

      The From Name, From Email Address, and Reply-To Address text boxes support the use of field tags, special tags, and content tags. For more information on these tags see either Message Tags or Content Tags.

    • From Address: The from address is the email address that your message will appear from.
    • Reply Address: The reply address is the address that the application will forward email replies to.
      Note: Reply Tracking also requires that the domain in the From line be the same as the domain of the originating email server. We also automatically add Sender Authentication when Reply Tracking is enabled. Because the application is sending your message, your From address changes to an address from our domain. Your site name is also included in the From address. You may change the email address where we will forward all email replies to.
    • Enable Sender Authentication: Checking the Enable Sender Authentication box will sign your message with DomainKeys/DKIM (an authentication method that can optimize your message delivery to Hotmail, MSN, and Yahoo! email addresses).
    • Enable Reply Tracking: Enabling Reply Tracking will store a copy of all email replies to your email messages on the Email Replies page. You may find this option convenient if you need someone other than the email address in the From line to read email replies, or if you simply want us the application to store email replies.
      Tip: For more information on email replies in the application, see Email Replies.
    Warning: Bad From Email addresses will be treated as a soft-bounces and you will still be charged for an email. It is up to you to make sure that if you are using special tags, field tags, or content tags in the from address, that they are replaced with valid email addresses. For more information on bounces, see Email Bounce.
  9. Pick the message that will be sent via the automated message rule.
    1. Click Pick Message.
    2. From the window that appears, search for the message you want to use.
    3. Click on the name of the message you want to use.
    4. Click Select.
  10. Set the Timing Options:
    1. Select the time of day you want the email to be sent from the Send email at list.
    2. Specify how many days you want there to be between the message being sent and the occurrence of the action you chose in step 6.

      If you want to send the automated message on the same day put zero in the day(s) text box.

    3. Check the Send on next weekday if this falls on a weekend box if you want the email to be sent on a weekday.
  11. Click
    • Optional: Advanced to set an expiration, delivery rate, and additional contact filtering options.
    • Verify Settings to review your automated message rule.

      If you click Verify Settings, skip to the last step.

  12. If you clicked Advanced: Set the Expiration options.
    • Click Continues forever if you want the AMR to continue indefinitely.
    • If you want the AMR to end, click Deactivate after, enter a number in the box, and select days, weeks, months, or years.

      The days begin counting when an automated message rule is activated, and are reset to 0 if the rule is deactivated and then reactivated. An automated message rule can also be manually deactivated at any time from the overview page for an individual automated message rule.

  13. If you clicked Advanced: Select a Delivery Rate from the Send Message list.

    Many major ISPs track a sender's reputation based on the number of unsolicited email complaints that they generate over a certain period of time. Spreading your delivery over time can help mitigate the impact of this issue, help ensure optimal deliverability, and mitigate traffic spikes on your website. For example, 20 unsolicited email complaints received over 8 hours, though certainly undesirable, will be a softer blow to your sender rating than the same 20 complaints received over 15 minutes.

  14. If you clicked Advanced: Set the Additional Contact Filtering criteria.
    • To make members of a list or segment exempt from receiving emails from an automated message rule, click the Ineligible Recipients tab. Then click either Lists or Segments tab and select the list or segment you want to be exempt.
    • To limit to automated message rule to only contacts on a specified list or segment, click Eligible Recipients tab. Then click Only contacts on Lists or Segments selected below are eligible to receive messages from this automated message rule, click either the Lists or Segments tab, and select the list or segment you want to limit the rule to.
  15. Click Verify Settings.
  16. Review the options you have set for your AMR and click
    • Go Back to return any of the previous steps.
    • Save As Draft to save but not activate the AMR.

      You can always activate your AMR from the main Automated Message Rule page. For more information see Activate Or Deactivate AMRs.

    • Save Activate to save all of the options you have selected and activate the automated message rule.

      Activating your automated message rule means that it will immediately begin sending messages based on the options you choose in the automated message rule wizard. When you deactivate an automated message rule, messages will no longer be sent using that automated message rule. Deactivating an automated message rule does not delete the automated message rule, allowing you to reactivate the automated message rule later on. If you want to delete an automated message rule, click Delete This Automated Message Rule.