A flow turns a saved campaign into scheduled deliveries. It binds a trigger event (a user’s subscription state) to a segment (which users qualify) and the campaign they receive. Adapty Mail evaluates every flow whenever a matching event fires — no polling, no cron, no manual launch.

Triggers

Adapty Mail ships with five fixed triggers, each with its own flow view under Flows:

• Never purchased: Users who signed up but haven’t made a purchase yet. Goal: activation and first conversion. Trial users aren’t here — starting a trial counts as an active subscription.
• Renewal cancelled: Users who turned off auto-renewal but still have an active subscription. Covers both paid subscribers and trial users who cancelled before conversion. Strongest window to save them — they still have access. Split paid and trial audiences via segment filters if messaging needs to differ.
• Billing issue: Payment failed — declined or expired card, or grace period after a missed renewal. Goal: urgent, helpful recovery, not a sales push. Recover them quickly — they already wanted to pay.
• Expired: Subscription has lapsed and access is gone. Covers both paid expirations and trials that ran out without converting. Goal: win them back. Segment filters can tailor copy for trial-expired and paid-expired audiences.
• Refunded: Users who requested a refund after purchase. Goal: understand what went wrong and offer a better-fit option. Tone should stay humble and curious, not a hard resell.

Triggers are not configurable — you can’t create custom triggers or extend the list.

The All Users segment

Adapty Mail ships with a built-in All Users segment that has no filters — every user in the project qualifies. It’s most useful in flows as a catch-all row, serving anyone not matched by a more specific segment above it. All Users can’t be edited or deleted. See Segments for the full rundown.

Priority

Each trigger view holds a list of segment → campaign (or segment → A/B test) rows, ordered by priority. When a user hits the trigger, Adapty Mail:

1. Walks the rows top to bottom.
2. Sends the campaign in the first row whose segment matches.
3. Stops. Later rows are not evaluated for that user.

Order matters. A broad segment placed above a narrower one swallows every user who would otherwise match the narrower row.

To reorder, drag the handle on the left of any row — the backend reassigns priority numbers 1, 2, 3… based on the saved order.

Content types

A row can deliver either a single campaign or an A/B test:

• Campaign: Sends one campaign to everyone who matches the segment.
• A/B Test: Wraps two or more campaigns with configurable weights, routes incoming users across them randomly, and tracks per-variant metrics. See A/B testing.

Lifecycle

Flow rows have no draft state. A row is live the moment you save it — from that point on, users who hit the trigger and match the segment are routed to its campaign.

• Create a row: Starts delivering immediately on save.
• Edit a row: The change applies to users who hit the trigger from then on. Users already mid-sequence continue with the previous configuration.
• Delete a row: New users stop entering the sequence. Users already mid-sequence may continue receiving their scheduled emails — there’s no automatic cancellation.

A/B test rows follow their own lifecycle (draft → live → finished) controlled separately from the row itself. See A/B testing.