How to set up a chain of emails

Working with a large number of customers often requires sending similar messages at specific moments of their interaction with your product. Email chains help automate this process, ensuring timely and relevant communication without the need to track each user individually.

Creating the first trigger in a letter chain

A letter chain allows you to automatically send a sequence of messages to customers based on their actions. This is a useful tool for keeping in touch with your audience without constant manual intervention.

To create a chain, go to the Courses menu and select the Process Automation section.

Then click the +Script button.

Next, select the Trigger option to create the first element of the chain, which will send the first email in the sequence.

Automation in Kwiga is based on simple logic: Event → Conditions → Actions.

Event is a trigger that starts the whole process. It can be a new user registration, course payment, lesson viewing, etc.

Conditions are filters that determine whether a specific user is eligible for actions. For example, send a letter only to those who have not taken the course before.

Actions are what the platform will do automatically: send a letter, add a tag, change the user's status, etc.

The number of conditions and actions is unlimited, so you can create both simple scenarios and complex automations.

Recommendation: Before setting up automation, first create all the email templates you plan to use in the chain. This will allow you to quickly select ready-made templates when setting up each trigger without interrupting the content creation workflow.

What is important to know about trigger timing

Let's say you want to send a welcome email to all new users. Those who are already registered on the platform will not receive this letter. Automation will only work for those who register after it is created.

Automation has an important feature: it only triggers after an event occurs. If the event occurred before you set up automation, the trigger will not activate.

To work with existing contacts, use other tools: regular mailings or bulk actions. They allow you to work with your contact database regardless of when events occur.

Another limitation concerns future events. It is not possible to create automation based on an event that has not yet occurred. 

For example, if you want to send an email five days before the end of a course, you cannot use the Course end event as a trigger. Instead, select the Course access opened event and set the appropriate delay. If the course lasts a month, set the delay to 25 days after the start of the course.

Selecting and configuring events

An event is a specific user action or change in the platform that triggers automation.

The most common options include, for example, Contact created, Unpaid order (request), Successful order payment, Product access opened, Started watching lesson, and so on. Each event has its own specific use case.

Unpaid order is often used to create chains of reminders about an unfinished purchase. Paid order is suitable for confirming a purchase and starting customer onboarding. Access to the product allows you to start the learning process or familiarization with the functionality. Viewing a specific lesson can trigger additional materials or recommendations, etc.

Setting a delay before a condition

After the main event is triggered, you can set a delay before checking additional conditions. This allows you to give the user time to perform certain actions or wait for the right moment.

Available delay types:

No delay — the condition is checked immediately after the event occurs.

Time delay — the platform waits for the specified period (minutes, hours, days) before checking the condition.

Wait for event — wait until another specific event occurs, and only then check the condition.

Setting conditions

After the main event has been triggered, you can add additional conditions that will determine whether a specific user will receive the next email in the chain.

When creating conditions, use the logical operators AND and OR to build complex scenarios. This allows you to create precise audience segmentation based on multiple criteria.

Conditions are especially useful for educational products: access to courses, progress, reviewed lessons or completed exercises, etc. For webinars, you can check registration and attendance. Marketing conditions track interactions with emails — opens, clicks on links, or visits to website pages after clicks.

Delay before action

After checking the conditions, you can set an additional delay before sending the email. This is useful for creating natural intervals in communication or waiting for the optimal time to contact the participant.

Available delay types:

No delay — the action is performed immediately after the conditions are successfully checked.

Time delay — the platform waits for the specified period (minutes, hours, days) before performing the action. This allows you to create a natural interval between messages or wait for the optimal time to contact the participant.

Wait for an event — the platform waits until an additional event occurs and only then performs the scheduled action.

For example, you can send an email only after the user has viewed a specific lesson.

Action settings

The main action in a letter chain is Send letter. When setting up this action, you select a letter template, message subject, and audience. You can also add additional actions, such as changing the contact status, adding tags, or transferring to another automation.

When creating a chain, think through the logic of the sequence. The first letter usually confirms the user's action or welcomes them. Subsequent letters may contain useful information, tips, additional offers, or simply keep in touch. The intervals between emails depend on the context: weekly emails are suitable for training courses, while shorter intervals are better for sales.

Saving and creating subsequent triggers

After setting up the first trigger, be sure to save it by clicking the corresponding button. The platform will record all event parameters, conditions, and actions.

We recommend immediately adding a name to the trigger bucket for ease of navigation later.

To create the next step in the chain, click the +Trigger button in the same scenario.

This will add a new trigger to the existing chain, maintaining the logical sequence of automation.

Important: All subsequent triggers in the bucket are launched automatically after the action in the previous trigger in the chain is executed. There is no need to configure an event in such triggers — this setting will not be taken into account. If you need to configure another event, create a separate scenario with one trigger.

Repeat the process of setting the delay before the condition, conditions, delay before the action, and the actions themselves for each subsequent letter in the sequence. This will create a complete chain of letters that will automatically guide customers through the planned sequence of messages.

The number of triggers in a chain is unlimited. It is also possible to temporarily Pause a scenario and Resume it later if necessary.

In general, creating an effective email chain requires a thoughtful approach to each stage — from choosing the right trigger events to setting up precise segmentation conditions. Keep the key principles in mind: prepare templates in advance, consider automation time constraints, and regularly analyze results for optimization. A properly configured email chain will be a reliable assistant in building customer relationships and increasing the effectiveness of marketing activities.