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. Set the Holdout and Cooldown (see The settings).
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: someone who re-enters within this many days (0 to 30, default 7) is not sent again.
• 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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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