Automations

Automations in Mercury allow you to send messages triggered by specific customer actions or lifecycle events — instead of a fixed date and time. These are managed exactly like regular campaigns, with one key difference:

➡️ Instead of setting a fixed schedule, you assign a trigger that determines when the campaign will be sent.

Automations can be used for transactional flows, retention messages, or personalized engagement based on loyalty activity.

Available Automation Triggers

Below is a list of supported automation types and what each one does:

Automation Type	Description
Birthday	Send a message on the customer's birthday.
Cart Abandonment	Triggered when a customer adds items to their cart but doesn’t complete the purchase.
Consumer Level Upgrade	Triggered when a customer’s loyalty tier changes (e.g., from Regular to VIP).
First Purchase	Send a message after a customer's very first purchase.
Loyalty Points Expiration	Remind customers that their points are about to expire.
Loyalty Points Reached Limit	Notify customers when they reach a specific points threshold.
Nameday	Send greetings on the customer’s nameday.
Order or Gift Shipped	Inform customers when their order or loyalty gift has been shipped.
Purchase Thank You	Send a thank-you message or provide delivery info after each purchase.
Registration – Welcome	Welcome newly registered users or nurture them a few days after sign-up.
Replenishment Reminder	Encourage repeat purchases for consumables or time-sensitive products.
Retention – Miss You Lapsed	Re-engage customers who haven’t purchased in a while.

Dynamic Content per Trigger

Each automation type provides access to different dynamic data based on the context:

• Cart Abandonment: Includes information about products left in the customer’s cart (e.g., names, images, prices).
• Purchase Thank You: Includes data about the order, such as purchased items, order value, and delivery method.

You can use personalization tokens to insert this data dynamically into your message.

Segment Compatibility

For each automation, you can only target segments that match the same type as the trigger.
For example:

• Cart Abandonment automations must be paired with a Cart Abandonment Segment
• Nameday automations must be paired with a Nameday Segment

Managing Automations

Aside from the trigger configuration, automations behave just like any other campaign:

• You can define your message content (Email, SMS, or Viber)
• Choose from supported personalization tokens
• Preview and test before enabling
• View delivery reports and performance metrics

Once an automation is active, it will continuously monitor for new trigger events and send messages accordingly — with no need for manual scheduling.