[FI] CRM Triggers in Breeze Journey

Breeze supports CRM-triggered email campaigns. These are automated messages activated by user behavior, enabling more relevant and timely communication.

Unlike scheduled blasts, triggered campaigns are user-initiated and run automatically once configured—improving engagement without adding manual effort. This supports omnichannel strategies and aligns with high-performing customer touchpoints.

Benefits

Breeze makes it simple to launch and manage behavior-based CRM campaigns with:

• Uncomplicated Execution – A fully white-glove solution executed by Dynamic Yield and delivered natively via Experience OS and SendGrid—no additional vendors or integrations required. Breeze handles detection, triggering, delivery, and compliance, ensuring messages are sent from the customer’s domain, on the right channel, at the right time.

• Immediate Delivery – Trigger and send time-sensitive messages the moment a user action or predefined condition occurs, ensuring timely delivery via email.

• Omnichannel Support – Send triggered campaigns on the highest-performing channels using Reconnect's channel prioritization, enabling issuers to activate personalized campaigns across email.

• Value-First Logic – Triggered campaigns are measured against key digital and spend KPIs, with reporting on engagement, transaction uplift, and active card rates—paired with recommendations to optimize performance.

Available triggers

How it works

Sending triggered email

Overview
Triggered emails are sent automatically when Reconnect detects a behavioral change based on Element Spend Insights. Breeze provides the content, and SendGrid handles delivery from the customer’s domain.

Triggered campaign workflow

1. Trigger Detection – Reconnect identifies a change in user behavior based on predefined or custom conditions (e.g., a drop in total spend or an increase in a specific spend category). This detection activates the Breeze campaign configured for that condition. Each campaign contains a single trigger.

2. Content Delivery – Breeze generates the message content using customizable templates. Content can be personalized by attributes such as card type, lifecycle stage, or engagement history.

3. Email Sending – Reconnect sends the email through SendGrid, using the customer’s domain to ensure brand consistency and deliverability.

Onboarding a new customer

Before launching any triggered campaign, the following must be completed:

Step 1: Data preparation

Triggered campaigns require both Element Spend Insights configuration and a defined subscriber list.

• Collect issuer inputs via Qualtrics survey (sender name, domain, brand voice, priority triggers)
• Executing the full flow requires mapping a PAN number to a proxy_id and plain text email address. All following feeds are required:

Step 2:  Activate Element Spend Insights extensions with Email channel 

• Create a unique Breeze campaign per trigger
• Once setup is complete, generate the campaign code

Step 3: SendGrid onboarding

• Create a new dedicated sub-account in SendGrid

• Generate an API key to establish an integration with Reconnect:

  • Go to Setting API Keys
  • Click on ‘Create API Key’ on the top right 
    
  • Name the API Key and select ‘Full Access’ permission 
    
  • Copy the API Key and store it securely.
    NOTE: The key is visible only once - make sure to save it before leaving the page.
    
  • Go to Settings a Sender Authentication
  • Click Authenticate Your Domain
    

  • Select the DNS server
    
    

     

    • Share the DNS records with the customer via the 'Send To coworker' tab
      

    Once the customer has added the required records, return to the Domain Authentication page and click Verify.

    

     

    For more details on How to set up domain authentication in SendGrid

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  Step 4: Enable Reconnect app

  • Click 'Create Channel Integration'
  • Select 'Dynamic Yield'
    
  • Configure the following:
    
    

  
  

Step 5: Setting Up an Email Triggered Campaign

• Select a Trigger – Choose an existing trigger or create a custom user-change trigger campaign.

• Schedule the Campaign – Define when the campaign should run.

• Select the Email Channel – Click on the Email channel, then select Choose Email Campaign.

• Choose Breeze Campaign – From the list, select the Breeze campaign you want to use for the email content.

  Note: Only campaigns with generated code will appear in the list.

• Set Email Details – Enter a subject line and configure the sender name and email address.
  

Step 6: Testing the Campaign

Before activating the campaign, complete the following testing steps to ensure end-to-end functionality:

1. Preview Campaign Experiences
   – Use the Breeze Preview Tool to review all personalized experiences.
   – Use the Reconnect Preview Tool to send a test email and verify layout, content, and dynamic fields.

2. Validate Test Records
   – Confirm that test PINs and proxy IDs resolve correctly and return expected results.

3. Verify Email Delivery
   – Check SendGrid delivery headers to ensure emails are being sent from the issuer’s domain.

4. Confirm List and Workflow
   – Ensure the opt-in list has been properly processed.
   – Verify that the daily delivery workflow is active and running as expected.

Configuration notes

• Triggers are based on Element Spend Insights, refreshed weekly

• Use frequency capping to limit the number of emails per cardholder

• Campaign content is created in Breeze and imported into Reconnect using a campaign code snippet

• Each Breeze campaign supports one trigger only

• Do not delete or archive Breeze campaigns that are active in Reconnect

• Targeting is supported via Breeze audiences

• Tracking (impressions, clicks) is available in the Breeze app

Email delivery options

Using SendGrid (Defaul)

• Native integration (no extra vendor setup)

• Sub-user account created per issuer

• Uses the customer’s domain for trust and compliance

• Requires DNS setup by the issuer’s IT team

• IP warm-up is automated during the first 30 days

Using Customer’s ESP

• Requires Reconnect’s ESP integration

• Issuer provides API keys

• Breeze content cannot be reused—HTML must be created in ESP

• Reconnect composes JSON with variables, ESP sends the message

Subscriber management

• Issuer provides a daily opt-in list (plain-text emails) via Mastercard Connect

• Unsubscribe page can be hosted by:

  • The issuer (preferred)

  • SendGrid (requires setup)

• DY sends a daily opt-out feed to issuer via Mastercard Data Exchange

Deliverability monitoring (First 30 Days)

Each issuer is assigned a dedicated IP address. Performance in the first 30 days is critical for inbox placement, especially with Gmail and Outlook.

Metrics to watch:

• Delivered – Emails that reached inboxes

• Bounced – Invalid addresses or delivery issues

• Spam Reports – Users marking the message as spam

• Opens / Clicks – Key indicators of engagement

• Unsubscribes – Signals list fatigue

Red flags:

• Bounce rate ≥ 5%

• Delivery rate < 95%

• High spam complaints

• Sharp drop in engagement 

Governance & Limitations

• Each campaign supports a single trigger

• Breeze campaigns must stay active and cannot be edited or archived once linked to Reconnect

• Custom domain setup is mandatory – DY does not send from its own domain

• Frequency capping logic is handled by Reconnect

• Breeze cannot send campaigns via an issuer’s ESP without a full external integration

Use Cases

Onboarding & Early Engagement
Detect new card activations or inactivity and trigger education campaigns, highlighting benefits and setting strong usage habits early.

Spend Propensity
Use predictive modeling to identify cardholders with high likelihood to spend and deliver nudges or incentives accordingly.

Lifecycle Milestones
Celebrate high spend or reward key anniversaries to deepen engagement and loyalty.

Churn Risk
Reactivate disengaged cardholders by detecting spend drops and tailoring re-engagement content.

Channel Expansion
Trigger messages encouraging cardholders to use their card in new industries or digital wallets, aligned with usage data.

Optimization & Reporting

Triggered campaigns are always-on, which allows continuous learning and iteration. Post-launch reporting includes:

• Impressions and clicks (Breeze)

• Deliverability metrics (SendGrid)

• Spend and transaction uplift (Element)

• Digital engagement (Reconnect)

Optimization suggestions are shared regularly, with campaign tuning to maximize reach, relevance, and cardholder value.