Audience Actions

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Where to find it

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Add an action

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Send an email

1. Pick an Email template. The list holds your saved emails, the same ones the automation Send email step offers. New template opens Emails in a new tab; click Reload once it is saved.
2. Under Send it when, pick They enter or They leave. For They leave, you can limit it to some reasons under Only when they left because.
3. Under Who gets it, pick First time only (the default) or Every time, at most once per N days and enter the days (1 to 90). Set the Holdout if you want one. See Who gets it. Both are saved on the automation’s trigger; to change them later, open the automation.
4. To send it to people who are already in the audience too, tick Also send it to the N people already in this audience (only for They enter). Up to 500 of them are sent per refresh, and the rest at the next refreshes. Left unticked, only people who enter from now on get it.
5. Click Create and turn on.

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Keep a list in step in another tool

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Send the changes to a webhook

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Start an automation

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The settings

• When: They enter, They leave, or both (lists, tags and webhooks).
• Only when they left because: limit leave events to Bought, Refunded or charged back, Aged out or Audience edited. Leave all unticked for every reason.
• Holdout: a share of people (0 to 50%) that is never sent. Each person’s group stays the same, so you can compare the held-out people with the rest and see the real lift.
• Cooldown (0 to 30 days, default 7): the same change (added, or removed) is not sent again for a person within this many days of the last time it was sent. A different change always goes out, so someone who is added and then leaves is still removed from the list right away. Lists and webhooks have no “first time only”: they follow the audience every time, so the list stays true to it.
• Also sync the people already in this audience: off by default, so only people who enter from now on are sent.

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Paused integrations

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Who gets it

• Entering and leaving keep separate counts. On a Left Audience automation, leaving is what counts: someone who already got your “welcome” email on entering can still get the “we miss you” email on leaving, and each follows its own setting.
• In and out quickly changes nothing. Someone who leaves and comes back many times within a few days still gets it at most what the setting allows: once with First time only, once per N days with Every time.
• Held-out people count as having had it. If someone lands in the Holdout group, they never get the email, and they are treated as if they had: they are not picked again next time. Otherwise the held-out group would not stay comparable with the rest.
• People who were skipped keep their turn. Someone skipped for consent, because they are on the email suppression list (unsubscribed, bounced, complained) or because there is no email address for them is not counted as sent. If that changes and they enter again, they can still get it. A send that failed does not use up their turn either.
• Holdout is 0 to 50%. Each person’s group stays the same, so you can compare the held-out people with the rest and see the real lift.
• Changing the setting applies when you publish the automation. It does not resend to people who already got it.
• Automations made before October 18, 2026 kept the way they already worked: Every time, at most once per N days, with the cooldown they had (at least 1 day). Open the trigger to switch one to First time only.

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Edit an action

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Who is never sent

1. Consent: your brand’s consent settings. Email actions follow the same rule as email campaigns: everyone is sent except people who left the checkout opt-in box unticked. Refusals are counted under No consent.
2. Email suppression list: people on the brand’s suppression list (unsubscribed, bounced or complained) are never added to a list, sent to a webhook, or run through an automation. They are counted, not sent.
3. No email: a person with no known email address is skipped.

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Webhooks

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Signing secret

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Headers

import crypto from 'node:crypto';

function verify(rawBody, headers, secret) {
  const ts = headers['x-ef-timestamp'];
  if (Math.abs(Date.now() / 1000 - Number(ts)) > 300) return false;
  const expected = 'sha256=' + crypto.createHmac('sha256', secret).update(`${ts}.${rawBody}`).digest('hex');
  const given = String(headers['x-ef-signature'] || '');
  return given.length === expected.length && crypto.timingSafeEqual(Buffer.from(given), Buffer.from(expected));
}

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Body

{
  "event": "audience.entered",
  "audience": { "id": 8, "name": "Took the order bump" },
  "activation_id": 41,
  "run_id": 412,
  "delivery_id": "3f1c9a7e-52b4-5d0e-9a61-0c4e2b7d8f13",
  "sent_at": "2026-10-18T10:15:02Z",
  "people": [
    {
      "email_hash": "9b74c9897bac770ffc029102a200c5de",
      "email": "jane@example.com",
      "first_name": "Jane",
      "last_name": "Doe",
      "phone": "+15555550123",
      "reason": ""
    }
  ]
}

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Fields for each person

• Standard fields (the default): email_hash, email, first_name, last_name, phone and reason, as in the example above.
• Pick columns, as in the CSV export: email_hash and reason, plus exactly the columns you tick. The list is the same one the audience’s CSV export offers, including the audience’s own computed columns (for example which order bump each buyer took).

{
  "email_hash": "9b74c9897bac770ffc029102a200c5de",
  "reason": "",
  "email": "jane@example.com",
  "first_name": "Jane",
  "orders": 2,
  "total_revenue": 232,
  "last_purchase_at": "2026-10-17 09:27:00",
  "bump_product": ["Sleep Gummies, add a 30-day jar"]
}

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Duplicates and retries

1. Store each delivery_id you have processed.
2. When a request arrives with a delivery_id you already have, answer 200 and do nothing else.
3. Answer 2xx only after you have stored the people. Any other status counts as a failed send.

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Related

• CRM overview
• Email marketing integrations
• Automation run history