Behavioural tracking

Email that reacts to what people actually do

Send what customers do in your product to Email Bump, then use it to trigger journeys, build segments and personalise messages. Most email tools only know what happened inside the inbox; this knows what happened inside your product.

The problem

Most email platforms can only see their own data — who opened, who clicked, who unsubscribed. That is enough to send a newsletter and nothing like enough to send the right message. The thing you actually want to act on happened in your product: someone started a trial and never invited a teammate, filled a cart and left, used a feature twice then stopped. Getting that into an email tool is usually a data pipeline, a warehouse sync, or a plan tier with a sales call attached.

One endpoint, any event

An event is a name, a person, and whatever else you want to remember about it. There is no schema to define up front and no fields to register — send it and it exists.

The contact is identified by email and created if we have never seen them, so you can start tracking before anyone has signed up to anything.

curl

curl https://emailbump.com/api/v1/events \
  -H "Authorization: Bearer ebk_your_key" \
  -H "Content-Type: application/json" \
  -d '{
    "email": "jamie@example.com",
    "event": "Completed Checkout",
    "properties": { "plan": "pro", "seats": 12, "source": "pricing_page" },
    "value": 348.00,
    "currency": "USD"
  }'

Revenue is a first-class field, not a property

`value`, `currency` and `quantity` are modelled separately from the free-form properties, so revenue can be summed and reported without you agreeing a naming convention with yourself six months ago.

That is what makes 'customers who spent over $500 in the last quarter' a segment rather than a spreadsheet export.

Then the event does something

An event on its own is just a row. What matters is what it is wired to, and it can be wired to three things without leaving the product:

Start an automation — a welcome series when someone activates, a nudge when they stall, a thank-you when they buy.
Define a segment — anyone who did this, didn't do that, or did it more than N times in a window.
Personalise a send — reference the event's properties directly in the message.

You can see it happening

Every event appears in the customer's timeline next to their opens, clicks and sends, so support can answer 'what did this person actually do' without opening a second tool.

Event types are discovered automatically as they arrive — there is no registry to maintain, and a typo shows up as a new type rather than silently vanishing.

Why this is unusual

Behavioural triggers are normally the line between an email tool and a 'customer engagement platform' — the second one costs several times more and takes a quarter to implement. Braze, Iterable and Customer.io are built around exactly this idea, and priced accordingly.

It is included here at every paid tier, because email that can't react to behaviour is a newsletter tool wearing a suit.

What this looks like for you

The events worth sending depend on what you sell. Three shapes of business, the events each one tracks, and the segments those events make possible.

The whole game is activation and expansion, and both are invisible to an email tool that only sees opens. What matters is what someone did in the product, and more often what they haven't done yet.

Events you'd send

Signed UpAccount createdplan, source, company_size

Completed OnboardingSetup finishedsteps_completed, minutes_taken

Activated FeatureFirst real use of a core featurefeature, times_used

Invited TeammateAn invite is sentinvited_role, seats_now

Hit Plan LimitA usage ceiling is reachedlimit, plan, percent_used

UpgradedPlan changed upwardplan_from, plan_to — with value = new MRR

CancelledSubscription endedreason, tenure_days

Segments they make possible

Stalled in onboarding

Signed Up more than 3 days ago and never Completed Onboarding

A single message naming the exact step they stopped on, not a generic 'need help?'

Single-player accounts

Activated Feature at least once, never Invited Teammate

The case for adding a colleague, sent to people already getting value alone

Outgrowing their plan

Hit Plan Limit twice in 30 days while on a lower tier

An upgrade prompt that quotes the limit they keep hitting

Going quiet

Was active weekly, then no events for 21 days

A win-back before the renewal date rather than after the cancellation

Happy and recent

Upgraded in the last 90 days and no support events since

The review or referral ask, aimed at the moment goodwill is highest

What you can build with it

Abandoned cart and abandoned onboarding flows
Trial nudges based on what someone hasn't done yet
Win-backs triggered by inactivity rather than a calendar
Segments that update themselves as people act
Revenue attribution per campaign, from your numbers not ours

Read the docs

Try it on your own data

Free while you're under 5,000 contacts, and every feature is on every plan.

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