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Automation

Trigger

An event or condition that starts an automated email or workflow.

Definition

A trigger is a specific event, action, or condition that initiates an automated email workflow. Triggers can be actions taken by subscribers (signup, purchase, click), time-based events (date, anniversary), or changes in subscriber data (tag added, field updated). Effective triggers are timely and relevant to the subscriber's context.

Why It Matters

Well-chosen triggers ensure your automated emails reach subscribers at the most relevant moment. A perfectly timed message based on subscriber behavior is far more effective than a scheduled broadcast. Triggers are the key to automation that feels personal.

How It Works

You configure triggers in your email automation platform. When the specified event occurs (someone signs up, makes a purchase, clicks a link, etc.), the platform detects this and enrolls the subscriber in the associated automation. Triggers can include filters to target specific segments.

Best Practices

  • 1Choose triggers that represent meaningful moments in the customer journey
  • 2Use behavior-based triggers for highest relevance
  • 3Set filters to avoid triggering for the wrong subscribers
  • 4Consider the context and timing implications of each trigger
  • 5Test trigger reliability before full deployment

Frequently Asked Questions

High-performing triggers include: signup/welcome, abandoned cart, purchase, browse abandonment, milestone dates (birthday, anniversary), re-engagement after inactivity, and specific page views or content interactions.

Yes, a single action can trigger multiple workflows. For example, a purchase might trigger both a thank you sequence and a product review request. Be careful not to overwhelm subscribers with too many simultaneous messages.