Comeback Email Configuration

Setting Up a New Trigger

To begin, click + Add New Trigger in the top right corner of the configuration page.

1. General Information

• Trigger Name: Give the trigger a distinct name (e.g., "Master's Inquiry Form Submissions"). This can be edited later.

• Description: (Optional but recommended) Add a description to maintain good hygiene. This helps your team identify exactly what the trigger does as you add more of them.

2. Audience Segmentation & Integration

This section offers granular control over who qualifies for the email.

• Student Segment: Select whether this applies to "All Segments" or a specific population (e.g., Master's Students, Undergrads).

• CRM Integration: (New Feature) You can now select which CRM connection the email should route to. If a client has multiple instances (e.g., a Slate instance for undergrad and a Slate instance for grad), you can determine the destination per trigger.

• Student Status/Stage: Filter the audience further by selecting specific statuses (e.g., only send to students in the "Inquiry" or "Applied" stage).

3. Trigger Behavior

Select the behavioral action that initiates the email (Form Submission, Inactivity, Page View, or Search).

• Page View Updates: You are no longer limited to AI recommendations. You can now input specific URLs. If a student visits those specific pages, they qualify for the trigger.

• Form Submission Updates: You can select specific forms that trigger the email when submitted.

4. Timing

Set the delay between the action and the email send. We recommend keeping the default setting (e.g., 1 hour) as a best practice.

Configuring Email Content & CTAs

Once the trigger logic is saved, you will proceed to the content configuration screen. This allows you to tailor the message specifically for the audience defined in the previous steps.

Call to Action (CTA) Management

You now have granular control over the CTAs presented in the email:

• Custom CTAs: You are not forced to use an AI form recommendation. You can set a custom URL (e.g., www.visitcampus.edu) as the Primary CTA.

• Multiple CTAs: You can assign up to two CTAs and designate them as Primary or Secondary. For example, you can set a Custom Link as Primary and an AI Form Recommendation as Secondary.

Formatting Styles

You can choose between two formatting options:

1. Holda Best Practice (Recommended): Uses established research-backed formatting designed for high conversion (short, specific layout).

2. Custom Formatting: Populates the best-practice template but allows you full editing capabilities to change the look and feel to match client branding preferences.

Note: You can use the Generate Email button to preview how your configurations will look with live data before publishing.

Managing Triggers

The dashboard provides a high-level view of all your triggers, including their status and performance metrics (e.g., number of emails sent).

• Active vs. Inactive: Triggers are saved as "Inactive" by default until you choose to activate them.

• Edit Functionality: If you need to make changes to an existing trigger, click Edit. You can now jump directly to specific sections of the configuration (e.g., jumping straight to "Audience" without clicking through the entire setup wizard).

• Archiving: You can archive triggers to remove them from your active view without deleting the historical data.