WhatCounts connector
Automate Your Email Marketing Workflows with WhatCounts on tray.ai
Connect WhatCounts to your CRM, data warehouse, and marketing stack to run personalized email campaigns at scale.
What can you do with the WhatCounts connector?
WhatCounts is an email marketing and automation platform brands use to manage subscriber lists, segment audiences, and send targeted campaigns. Integrating WhatCounts with your broader tech stack cuts out manual data entry, keeps subscriber lists accurate, and lets your email programs respond in real time to customer behavior. With tray.ai, you can build sophisticated workflows that connect WhatCounts to your CRM, e-commerce platform, analytics tools, and more — no custom code required.
Automate & integrate WhatCounts
Automating WhatCounts business process or integrating WhatCounts data is made easy with tray.ai
Use case
Subscriber List Sync Across CRM and Marketing Tools
Keeping subscriber data in sync between your CRM and WhatCounts is a constant headache for marketing and RevOps teams. With tray.ai, you can automatically push new contacts, updated records, and unsubscribes between Salesforce, HubSpot, or any CRM and your WhatCounts subscriber lists in real time. Your email campaigns always reflect current contact data, with no manual exports or imports.
Use case
Behavioral Trigger-Based Email Campaigns
Send the right email at the right moment by triggering WhatCounts campaigns based on actions users take in your product, website, or e-commerce platform. tray.ai listens for events like form submissions, purchases, or trial sign-ups and instantly enrolls subscribers into the appropriate WhatCounts campaign or series. Emails land when they're actually relevant, not whenever the next batch job runs.
Use case
Audience Segmentation Powered by Live Data
Good segmentation needs data from across your stack — purchase history, support tickets, product usage, demographics. tray.ai pulls data from multiple sources and dynamically updates WhatCounts subscriber lists and segments so your campaigns always hit precisely defined audiences. Marketers can build hyper-targeted sends without waiting on engineering to run one-off data queries.
Use case
E-Commerce Post-Purchase Email Automation
Post-purchase communication is one of the biggest levers e-commerce teams have for retention and repeat revenue. tray.ai connects Shopify, Magento, or WooCommerce order events directly to WhatCounts, automatically enrolling customers in post-purchase sequences, review request emails, and replenishment reminders based on what they bought — no manual campaign management needed.
Use case
Lead Nurture Workflow Orchestration
Demand generation teams need leads flowing automatically from forms, ads, and gated content into the right WhatCounts nurture tracks. With tray.ai, leads captured via Marketo, Pardot, Facebook Lead Ads, or landing page tools are instantly added to the correct WhatCounts list and campaign series based on their source and attributes. No lag, no leads slipping through the cracks.
Use case
Email Performance Data Sync to Analytics and BI Tools
WhatCounts campaign data — opens, clicks, bounces, unsubscribes — is most useful when it's sitting next to revenue, pipeline, and product data in a central analytics platform. tray.ai can pull WhatCounts reporting data on a schedule and push it to Snowflake, BigQuery, Google Sheets, or your BI tool of choice, so marketers and analysts can build unified campaign performance dashboards.
Use case
Automated Suppression List Management
Accurate suppression lists are non-negotiable for deliverability and compliance. tray.ai makes sure hard bounces, global unsubscribes, and compliance opt-outs from WhatCounts are automatically propagated to your CRM, ad platforms, and other marketing tools — and vice versa. Your sender reputation stays intact, and you're not accidentally emailing people who asked to be left alone.
Build WhatCounts Agents
Give agents secure and governed access to WhatCounts through Agent Builder and Agent Gateway for MCP.
Data Source
Look Up Subscriber Details
Retrieve profile information, preferences, and subscription status for individual contacts in WhatCounts. An agent can use this to personalize outreach or check whether a contact is opted in before taking action.
Data Source
Fetch List Membership
Query which mailing lists a subscriber belongs to across WhatCounts. An agent can use this to understand audience segmentation and make smarter decisions about targeting or suppression.
Data Source
Retrieve Campaign Performance Metrics
Pull open rates, click-through rates, bounces, and unsubscribe data for email campaigns. An agent can analyze this data to flag underperforming campaigns or suggest optimizations.
Data Source
Access Email Templates
Fetch available email templates stored in WhatCounts for review or reuse. An agent can use this to pick the right template when drafting or scheduling new campaigns.
Data Source
Query Suppression Lists
Check suppression and opt-out lists to confirm contacts won't be emailed against their preferences. This helps agents stay compliant before triggering any sends.
Agent Tool
Add or Update Subscribers
Create new subscriber records or update existing contact details and preferences in WhatCounts. An agent can use this to keep email lists in sync when contacts change in other systems.
Agent Tool
Subscribe or Unsubscribe Contacts from Lists
Add contacts to specific mailing lists or remove them based on behavioral triggers or user requests. This lets agents manage audience membership dynamically as part of automated workflows.
Agent Tool
Send Triggered Emails
Trigger transactional or event-driven emails to individual subscribers directly through WhatCounts. An agent can use this to send confirmations, alerts, or personalized follow-ups based on activity in connected systems.
Agent Tool
Schedule and Launch Campaigns
Create and schedule email campaigns in WhatCounts for delivery to targeted lists. An agent can automate campaign deployment based on dates, pipeline stages, or events in other business tools.
Agent Tool
Add Contacts to Suppression Lists
Suppress contacts from future emails when they opt out, bounce, or meet certain criteria. This keeps WhatCounts lists clean and protects sender reputation without manual intervention.
Agent Tool
Update Subscriber Custom Fields
Write custom attributes and field values to subscriber records in WhatCounts. An agent can use this to enrich contact profiles with data from CRMs, support tools, or e-commerce platforms for better segmentation.
Get started with our WhatCounts connector today
If you would like to get started with the tray.ai WhatCounts connector today then speak to one of our team.
WhatCounts Challenges
What challenges are there when working with WhatCounts and how will using Tray.ai help?
Challenge
Fragmented Subscriber Data Across Multiple Systems
Marketing teams often manage subscriber data across a CRM, a data warehouse, and WhatCounts at the same time, which leads to inconsistent records, duplicate contacts, and campaigns going out to stale email addresses. Manual reconciliation is slow and nobody's favorite task.
How Tray.ai Can Help:
tray.ai has bi-directional sync connectors that keep subscriber records consistent across all systems in real time, with built-in deduplication logic and field mapping to handle schema differences between platforms.
Challenge
Delayed Enrollment Into Time-Sensitive Email Campaigns
When leads or customers are enrolled in WhatCounts campaigns manually or through slow batch processes, time-sensitive messages — welcome emails, cart abandonment reminders, event invitations — arrive too late to do much good.
How Tray.ai Can Help:
tray.ai's event-driven workflows respond to triggers from your CRM, website, or e-commerce platform in real time, enrolling subscribers into WhatCounts campaigns within seconds of the qualifying action.
Challenge
Compliance Risk From Unsynchronized Opt-Out Data
If unsubscribe and suppression data isn't shared immediately between WhatCounts and the rest of your marketing stack, you risk emailing opted-out contacts. That means legal exposure under GDPR and CAN-SPAM, and a sender reputation that's hard to rebuild once it's damaged.
How Tray.ai Can Help:
tray.ai automates the propagation of opt-out and suppression events from WhatCounts to every connected marketing and CRM tool instantly, so compliance signals are universally honored without anyone having to do it manually.
Challenge
Limited Visibility Into Cross-Channel Email Performance
WhatCounts holds useful engagement data — opens, clicks, bounces — but it tends to stay siloed inside the email platform. Without connecting it to revenue, pipeline, and product data, it's hard to measure what your email programs are actually doing for the business.
How Tray.ai Can Help:
tray.ai can pull WhatCounts reporting data on a schedule and route it to Snowflake, BigQuery, or any BI tool, so analysts can build unified dashboards that tie email engagement to pipeline and revenue outcomes.
Challenge
Scaling Personalization Without Engineering Dependencies
Personalized email campaigns at scale mean pulling together data from many sources — purchase history, product usage, support interactions. That usually means asking engineering to build and maintain custom data pipelines, which creates a bottleneck most marketing teams know well.
How Tray.ai Can Help:
tray.ai's no-code and low-code workflow builder lets marketing operations teams build multi-source data pipelines that enrich WhatCounts subscriber profiles and drive dynamic segmentation, without filing an engineering ticket.
Talk to our team to learn how to connect WhatCounts with your stack
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Integrate WhatCounts With Your Stack
The Tray.ai connector library can help you integrate WhatCounts with the rest of your stack. See what Tray.ai can help you integrate WhatCounts with.
Start using our pre-built WhatCounts templates today
Start from scratch or use one of our pre-built WhatCounts templates to quickly solve your most common use cases.
Template
Sync New Salesforce Leads to WhatCounts Subscriber List
Automatically adds new Salesforce leads to a designated WhatCounts subscriber list and enrolls them in a nurture campaign based on lead source or campaign membership.
Steps:
- Trigger when a new Lead is created or updated in Salesforce
- Map Salesforce lead fields to WhatCounts subscriber attributes
- Add or update the subscriber in the appropriate WhatCounts list and enroll in campaign
Connectors Used: Salesforce, WhatCounts
Template
WhatCounts Unsubscribe Sync to Salesforce and HubSpot
When a contact unsubscribes in WhatCounts, this template immediately updates their opt-out status in both Salesforce and HubSpot to maintain compliance and prevent re-emailing.
Steps:
- Trigger on WhatCounts unsubscribe or opt-out event via webhook or scheduled poll
- Locate the matching contact record in Salesforce and update email opt-out field
- Find and update the corresponding HubSpot contact's subscription status
Connectors Used: WhatCounts, Salesforce, HubSpot
Template
Shopify Purchase to WhatCounts Post-Purchase Email Series
Enrolls customers into a WhatCounts post-purchase email sequence immediately after a Shopify order is placed, personalizing the series based on the product category purchased.
Steps:
- Trigger on new Shopify order creation event
- Extract customer email and product category data from the order payload
- Add subscriber to the appropriate WhatCounts list and trigger category-specific campaign
Connectors Used: Shopify, WhatCounts
Template
Daily WhatCounts Campaign Stats Export to Google Sheets
Pulls previous-day campaign performance metrics from WhatCounts on a daily schedule and appends them to a Google Sheets dashboard for reporting and trend analysis.
Steps:
- Scheduled trigger fires daily at a configured time
- Call WhatCounts reporting API to retrieve opens, clicks, bounces, and unsubscribes for recent campaigns
- Append the formatted performance data as new rows in a designated Google Sheets tab
Connectors Used: WhatCounts, Google Sheets
Template
HubSpot Form Submission to WhatCounts Nurture Campaign Enrollment
When a visitor submits a HubSpot form for a gated content offer, this template adds them to the corresponding WhatCounts nurture track based on the form and content type.
Steps:
- Trigger on new HubSpot form submission event
- Evaluate form ID to determine the appropriate WhatCounts list and campaign
- Create or update the WhatCounts subscriber and enroll them in the matched campaign series
Connectors Used: HubSpot, WhatCounts
Template
Sync WhatCounts Bounce Data to Salesforce for List Hygiene
Identifies hard bounce events from WhatCounts and marks the corresponding Salesforce contacts as invalid email, preventing future sends and keeping CRM data clean.
Steps:
- Poll WhatCounts bounce report on a scheduled basis or receive webhook notification
- Filter for hard bounce events and extract bounced email addresses
- Update matching Salesforce contact records with invalid email flag and log bounce reason
Connectors Used: WhatCounts, Salesforce