Behavioral triggers are used to initiate or influence a customer’s journey based on their actions, preferences, or engagement history. These triggers help create personalized, real-time interactions. Here are some key types of behavioral triggers you can use in Journey Builder:

1. Entry Event Triggers

These are actions that trigger a contact’s entry into a journey:

• Email Engagement – Opens, clicks, or bounces.
• Website Behavior – Page visits, abandoned carts, or form submissions (via Marketing Cloud Personalization or Google Analytics).
• Mobile Engagement – App installs, push notifications, SMS interactions.
• API Event Triggers – External events like CRM updates, purchases, or service interactions.
• CloudPages Form Submission – Capturing leads or survey responses.
• Data Updates – A contact’s data changes in Data Extensions or synchronized CRM data.

2. Decision Splits Based on Behavior

Once a contact is in the journey, you can use behavioral triggers to personalize their path:

• Engagement-Based Paths – If a user opens an email, send a follow-up. If they don’t, try SMS.
• Purchase Behavior – If a user completes a purchase, send a thank-you email; if not, send a reminder.
• Event Attendance – If a user attends a webinar, send additional content; if they miss it, offer a replay.

3. Exit Triggers

These remove a contact from the journey based on behavior:

• Purchase Completion – Exit after a successful checkout.
• Support Case Resolved – If a service request is completed, stop follow-ups.
• Unsubscribes or Bounces – Remove contacts who opt out.