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Automation

Billing Event

Any change in a customer's subscription status that can trigger automated email responses.

Definition

A billing event is any change in a customer's payment or subscription status. This includes new subscriptions, renewals, upgrades, downgrades, payment failures, cancellations, and refunds. Each event is an opportunity (or requirement) to communicate with the customer. Billing events drive some of the most important transactional emails in SaaS.

Why It Matters

Billing events are high-stakes moments in the customer relationship. A failed payment ignored becomes churn. An upgrade without acknowledgment feels cold. A cancellation without a follow-up wastes the chance to save or learn. Responding appropriately to billing events builds trust and directly impacts revenue.

How It Works

Your billing system (like Stripe) generates events when subscription status changes. These events are sent via webhooks to your application and email platform. Map each event type to an appropriate email response. Automate the entire process so the right email goes out within seconds of the event occurring.

Best Practices

  • 1Map every billing event to an appropriate email response
  • 2Send transactional emails immediately after events occur
  • 3Personalize with specific amounts, dates, and subscription details
  • 4Distinguish between transactional needs and marketing opportunities
  • 5Use billing events to segment for future campaigns
  • 6Track which billing emails users open and act on
  • 7Test your billing email flows end-to-end regularly

Stripe Billing Integration

Sequenzy connects directly to Stripe and triggers emails for all billing events automatically. No webhook configuration required.

Learn More

Frequently Asked Questions

Essential ones include successful payment (receipt), failed payment (dunning), subscription created, upgraded, downgraded, cancelled, and trial ending. Optional ones include upcoming renewal reminders and refund confirmations. Cover at least the essentials.

Use webhooks from your billing system. Stripe, for example, sends webhooks for dozens of event types. Your email platform receives these webhooks and triggers corresponding emails. Many platforms have native Stripe integrations that simplify this.

Most are transactional: receipts, failure notifications, cancellation confirmations. These are necessary for the billing relationship and typically exempt from marketing regulations. However, some billing moments (like renewal reminders) can include light marketing content if done carefully.