Flows in Adapty Mail

A flow turns a saved campaign into scheduled deliveries. It decides which campaign a user receives when a trigger fires, and a segment decides which users qualify. Adapty Mail evaluates every flow whenever a matching event fires — no polling, no cron, no manual launch.

Triggers

A trigger is the event that starts a flow. Triggers are fixed — you can’t create your own or extend the list.

Marketing triggers

Adapty Mail has five marketing triggers, each with its own tab under Flows > Marketing:

• 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.

A marketing flow runs one at a time per recipient: while one sequence is underway, no second one starts. It ends when they buy.

Transactional triggers

Transactional flows carry service messages. Two triggers start them, across three tabs under Flows > Transactional:

• Double opt-in: Fires when a new profile arrives from your entry point, while double opt-in is on. It stops as soon as the address is confirmed.
• App activation: Follows a purchase, and gets the buyer into your app.
• Cancellation page: Follows a purchase, and hands the buyer the subscription controls.

Both purchase flows fire on the initial purchase of a product, so a buyer configured for both gets both. Each flow runs once per profile, alongside any applicable marketing flows.

Audience and content

Under each trigger, you pair a user segment with what it receives. A flow can hold several of these pairs, so one trigger can serve several audiences.

Who qualifies

A segment is a set of filters over your user base — see Segments. Only users that match the segment enter the flow.

All Users is a built-in segment with no filters, so everyone qualifies. You can’t edit or delete it.

What they receive

Each segment gets one of two things:

• Campaign: Everyone who matches gets the same campaign.
• A/B Test: Two or more campaigns with configurable weights. Adapty Mail routes users across them at random and tracks metrics per variant — see A/B testing.

When several segments could match the same person, priority decides which campaign they get. When a user hits the trigger, Adapty Mail:

1. Checks the segments top to bottom, in the order they appear.
2. Sends the campaign paired with the first segment that matches.
3. Stops. Lower segments are not evaluated for that user.

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

To reorder, drag the handle on the left of any row.

Flow lifecycle

Flows have no draft state. They go live the moment you save them. A user who hits the trigger and matches the segment joins the campaign immediately, and the first email follows after its Delay.

A flow edit applies only to users who hit the trigger afterwards, and removing a segment doesn’t cancel emails already scheduled. Campaign edits do reach them: each email’s copy and Delay are read when its turn comes, not when the recipient joined.

An A/B test has a lifecycle of its own — draft, live, then finished — controlled separately from the segment it’s paired with. See A/B testing.

Email delivery timing

• Each email has its own Delay — how long after the previous one it goes out. You can edit them in the campaign editor.
• Adapty Mail only sends between 08:00 and 21:00 in the recipient’s timezone. A send due outside those hours shifts to the nearest edge of the window.
• The first email is exempt when it’s due within two hours of the trigger. It goes out on time, even at night.