Overview
Our platform supports a variety of marketing message types to help you engage with your customers in a targeted and automated way. All messages are written using Liquid , giving you access to a powerful templating interface similar to what is available in the storefront.
Message Types
Transactional Messages
Transactional messages are sent once to specified recipients, typically triggered by a specific action or request, such as order confirmations, password resets, or other one-off notifications. These messages ensure timely and relevant communication based on customer actions.
Automatic Messages
Automatic messages are sent automatically to recipients when certain events occur. These events are designed to help you automate customer engagement and retention. Supported events include:
| Event | Description | Context Variable(s) |
|---|---|---|
abandoned_cart | Sent when a customer leaves items in their cart without purchasing. | order, customer |
restock_notification | Sent when a product a customer is interested in is back in stock. | product, customer |
product_review | Sent when a customer leaves a review for a product. | review, product, customer |
subscribe | Sent when a customer subscribes to a newsletter or updates. | subscriber, customer |
purchase | Sent after a customer completes a purchase. | order, customer |
create_account | Sent when a customer creates a new account. | customer |
add_to_wishlist | Sent when a customer adds a product to their wishlist. | product, customer |
first_purchase | Sent after a customer’s first purchase. | order, customer |
cart_total_threshold | Sent when a order reaches a specified value threshold. | order, customer |
last_purchase_threshold | Sent when a customer hasn’t purchased in a set period. | customer |
loyalty_milestone | Sent when a customer reaches a loyalty program milestone. | customer, loyalty |
The customer object is always available. Special events such as restock_notification, product_review, purchase, and add_to_wishlist have additional data available at the root level (e.g., product, order, review, discount).
Newsletter
Newsletters are a special message type designed for sending regular updates, promotions, or news to subscribers. These messages are ideal for keeping your audience informed and engaged with your brand.
Announcement
Announcements are a special message type for important updates or notifications. Unlike other message types, announcements are sent to all intended recipients, regardless of their subscription status, ensuring that critical information reaches everyone.
Emails: Visual Designer vs. MJML Templates
Emails are a special case among marketing messages. Users have two options for creating email templates:
- Visual Designer: Allows users to build emails using a drag-and-drop interface. Templates created with the visual designer cannot be edited at the code level.
- MJML Templates: Users can write email templates using MJML for full control over the structure and design. This approach is ideal for developers who want to customize emails beyond the capabilities of the visual designer.
This documentation focuses on coding email templates using MJML. For more information on MJML basics and best practices, see the MJML Basics section.
Templating with Liquid
All marketing messages are authored in Liquid, allowing you to personalize content using customer and store data. The Liquid interface for messages closely matches the one used in the storefront, with only minor differences that do not affect message creation.
For more details on using Liquid in messages, see the Liquid API documentation.