Please read our How to Create Automations and Customer groups guide first before reading this guide to understand the basics on automations
Repeating automations control how many times the same automation can run for an individual customer.
This is separate from when an automation is triggered or how often it is scheduled to run. Repeat settings exist to help you avoid over-messaging customers while still allowing automations to run over time.
By default, an automation can run multiple times for the same customer if they continue to meet the trigger conditions. Repeat settings allow you to place limits on this behaviour.
When configuring repetition, you can control:
The maximum number of times a customer can receive the automation
The minimum amount of time that must pass between each run
These settings apply at the customer level, not the automation schedule.
Limit how many times this can run
Limiting the number of times an automation can run is useful when the message should only be sent a small number of times, even if the customer continues to qualify. Once a customer reaches the maximum number of runs, they will no longer receive the automation — even if it continues to run for other customers.
Require time between runs
Requiring time between runs adds a cooling-off period. This ensures customers don’t receive the same message too frequently, even if the automation is triggered or scheduled often.
You’ll always see a clear summary of how the automation behaves based on your repeat settings before it goes live.
Schedules vs Repeats
Repeating automations work alongside scheduled runs, but they serve different purposes.
Scheduling controls when the automation checks for eligible customers. Repetition controls how often an individual customer can be included.
An automation may be scheduled to run regularly, but repetition settings ensure that customers only receive messages within the limits you’ve defined.
Repeat settings help ensure automations feel intentional, timely, and respectful of your customers, especially for long-running or scheduled automations.
If you want to control when an automation runs, use triggers and scheduling. If you want to control how often a customer receives it, use repeat settings.