Techniques for event-based electronic communications management. In one embodiment, for example, the techniques include obtaining a directed graph representing a messaging track. Based on detecting an event pertaining to a user, the directed graph is traversed via a directed edge of the graph from a non-messaging action node of the graph to a messaging action node of the graph. Based on traversing the directed graph, the messaging action is caused to be performed. The techniques enable more targeted and timely event-driven electronic messaging campaigns.