“Launch and Learn. Everything is Progress.” -Danielle LaPorte

Campaigns in the Zeta Marketing Platform have all-time been a key to organize, automate and deploy acquisition, marketing, and transactional programs. These campaigns can in general be categorized into two primary kinds: Broadcast and Trigger.

Broadcast campaigns can be considered as the messages being sent out to an entire preset audience at the same time or over a small window of time. On the other hand, Trigger campaigns are 1:1 event-based messages received by individual subscribers based on their past events or series of events called behaviors.

Trigger campaigns can also be organized using the Experience Builder. Review this section for more information on ZMP Campaigns. 

Now that you know what these two different types of campaigns encompass, let’s have a look at the significant differences between them, noted in the table below:




Trigger Type


One of more segment(s) and/or list(s)

Newsletters, broad offers, Adhoc announcements

Scheduled one-time, time-based recurring, SFTP file drop, API-Triggered



Welcome, Abandoned cart, transactional notifications 

Event-based, real-time

Trigger Campaigns

Besides being 1:1 event-based campaigns that cater to a single subscriber based on their past events or behavior, Triggered Campaigns are also the building blocks of Experiences, which allow for chaining and decisioning between messages on a 1:1 customer basis. 

Triggering 1:1 Emails using API

API-triggered campaigns can be as easily activated as mentioned in these two steps:

1. Create the Event via the API: http://docs.zetaglobal.com/v1/docs/track-an-event-rest

  • The event parameter in the API will be the name of the resulting event in the platform.

2. Create a Campaign or Experience that is triggered by the subsequent API.

Trigger Scheduling

1. From the menu on the left, select Campaigns > Triggered. Click on New Campaign.

2. On the subsequent page, choose the channel and launch type of your preference and scroll down to the Send section.

The Trigger messages come with the following scheduling options:

  • Immediately: Sends whenever the event happens.

  • With a delay of:

    1. Everytime the user qualifies - A delay based on when the event happened.

    2. Not more than - Delays the trigger for the subscriber until some time before or after an indicated date/time parameter passed over with the event.

3. Click on Activate to launch the campaign. You can also choose to save it as a draft.

The campaign will be auto-archived after 30 Days

Broadcast Campaigns

Broadcast campaigns send a one-time message to a preselected list or segment of users based on their history. Broadcasts can be sent to all users, or a specific segment/list at once or within some time.

Broadcast campaigns are further classified into the following based on their launch types:

Broadcast Prime Time Feature

Prime Time is ZMP's send-time optimization feature. When enabled in a broadcast campaign, prime time will attempt to optimize the send time of the campaign for each individual member in your audience to help improve open rates.

Initially, with a new audience, prime time is effectively random and spreads the send out pretty evenly throughout the send window. Over time, the platform will learn the engagement habits of individual audience members and will begin to focus on the following "hot spots" for each member:

  • Engagement is measured by an hour of the day and day of the week.

  • Lift is measured against a 10% control group that the platform deploys immediately at the beginning of the send window.

1. From the menu on the left, select Campaigns > Broadcast. Click on New Campaign.

2. Name your campaign and click on Next.

3. After filling in the particulars, select Send > Later and put the Prime Time toggle on.

4. Fill in the Time and Date when you want Prime Time to be initiated.

The campaign will be auto-archived after 30 Days