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
| Trigger Name | Trigger Definition | Source File | Condition |
|---|---|---|---|
| Likely to spend online | Encourage cardholders to redeem offers in the online channel | User Predictive Spend | Likelihood to spend online Changes from Medium to High |
| Likely to travel | Encourage cardholders to utilize cross-border benefits and offers | User Travel Spend | Likely to travel Changes from Medium to High |
| Likely to spend on Everyday categories | Encourage cardholders to redeem offers in everyday category | User Predictive Spend | Expected spend in category Grocery & Drug Stores Changes from Medium to High |
| Likely to spend on Dining | Encourage cardholders to redeem offers in the dining category | User Predictive Spend | Expected spend in category Restaurants & Dining Changes from Medium to High |
| High Churn risk | Remind cardholders their greatest benefits to increase retention | User Predictive Spend | Risk for attrition Changes from Medium to High |
| Welcome message to credit card | Greet new credit cardholders with tailored offers | User Cards | Cardholder Credit Changes from 0 to 1 |
| Welcome message to debit card | Greet new debit cardholders with tailored offers | User Cards | Cardholder Debit Changes from 0 to 1 |
| Welcome message to premium card | Greet new premium cardholders with tailored offers | User Cards | Cardholder Premium Changes from 0 to 1 |
| Welcome message to business card | Greet new business cardholders with tailored offers | User Cards | Cardholder Business Changes from 0 to 1 |
| First transaction | Celebrate cardholders' first transaction with exclusive offers | User Cards | [card name] changes from Acquired but not activated to In early months on book |
| Card milestone | Announce and greet cardholders on achieving a milestone | User Spend History | Total spend ($) greater than 300 in the last month |
You can configure a custom trigger based on a change in values from Element Spend Insights by applying the condition described below.
Example: Trigger a campaign when Monthly Spend increases by more than 20% compared to the previous month. To create a custom trigger using a different User Data Feed, refer to the Reconnect Change-in-Value Trigger documentation.
| Source File | Trigger Condition | Notes |
|---|---|---|
| User Cards | [card name] changes from [card status] to [card status] | Supports statuses available in User Cards Element spend file |
| User Cards | Credit changes from 0 to 1 | |
| User Cards | Debit changes from 0 to 1 | |
| User Cards | premium changes from 0 to 1 | |
| User Cards | business changes from 0 to 1 | |
| User Spend History | Total spend ($) in the last month Change in value [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | Total number of transactions in the last month greater than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | Monthly average spend ($) in the last month greater than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | Monthly average number of transactions in the last month greater than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | Digital wallet spend ($) in the last month less than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | Digital wallet total number of transactions in the last month greater than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | Online spend ($) in the last month greater than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | Online total number of transactions in the last month greater than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | Recurring payments spend ($) in the last month greater than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | Recurring payments total number of transactions in the last month greater than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | In-store spend ($) in the last month greater than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | In-store total number of transactions in the last month greater than [NUMBER] | Timeframe can be changes to last month, 3, 6, 12 months or this time last year |
| User Spend History | Time since last transaction greater than [NUMBER] | |
| User Spend History | Time since first transaction greater than [NUMBER] | |
| User Spend History | Time in early months on book (EMOB) greater than [NUMBER] | |
| User Spend History | Number of active months greater than [NUMBER] | |
| User Spend by Category | Category spend diversity changes from diversified to compartmentalized | Spend diversiry statuses include diversified, compartmentalized or medium |
| User Spend by Category | Spend on category ($) Automotive & Cars Automotive Fuel greater than [NUMBER] | Supports categories available in Element spend insights |
| User Spend by Category | Average ticket size Automotive Fuel greater than [NUMBER] [NUMBER] | Supports categories available in Element spend insights |
| User Spend by Category | Total number of transactions Automotive & Cars Automotive Fuel greater than [NUMBER] | Supports categories available in Element spend insights |
| User Spend by Category | Expected spend in category [Category name] changes from High to | Supports categories available in Element spend insights |
| User Spend by Category | Expected new category for expansion Automotive & Cars changes from High to | Supports categories available in Element spend insights |
| User Spend by Category | Risk for attrition changes from High to Medium |
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
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.
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.
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:
This mapping file contains all of the issuer’s cardholders and follows the same process as the Breeze setup.
This mapping file contains the relationship between a CUID (the proxy_id included in the User Level to Card Mapping) and the hashed email address.
This file is sent once, during the onboarding of a new customer.
- File name: Breeze_EmailOnbording_[MA CompanyID]_[DYSectionID]_[Date].csv
- Emails hashed with SHA-256 (preferred)
- CSV stored as .zip
- Example file (to add)
This feed contains the list of opt-in cardholders. Emails are sent only to cardholders included in this list.
- File Name: Breeze_OptInFeed_[MA CompanyID]_[DYSectionID]_[Date].csv
- NO hashing
- CS stored as .zip
- Example file (to add)
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
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Name the API Key and select ‘Full Access’ permission
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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
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Select the DNS server
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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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Share the DNS records with the customer via the 'Send To coworker' tab
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:
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.Validate Test Records
– Confirm that test PINs and proxy IDs resolve correctly and return expected results.Verify Email Delivery
– Check SendGrid delivery headers to ensure emails are being sent from the issuer’s domain.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.